Sr Marketing Analyst
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tronc, Inc. – publisher of award-winning titles such as LA Times, Chicago Tribune, Baltimore Sun and Orlando Sentinel – strives to connect readers with relevant and important content by leveraging robust data and cutting-edge technology.
The Marketing Analyst represents a pivotal role in this endeavor, serving in our digital Audience Development team as a vital bridge between the collection of data and its application. He/she will explore and socialize patterns among our content, audience and monetization opportunities that maximize the value delivered to readers and to tronc. The ideal candidate is highly analytical, has a track record of translating insights into actions, demonstrates a curious and experimental spirit, and thrives on continual improvement.
Responsibilities:- Audience Segmentation: Identify customer cohorts by examining content consumption dashboards and other sources of user data. Describe these cohorts by their content preferences, engagement patterns and monetization opportunities. Recommend valuable cohort discoveries, along with related content and behavioral markers, to colleagues in our Content Optimization and Audience Development groups, so that they may execute organic and paid campaigns to reach these customers in targeted, voluminous and profitable ways.
- Boosting Content: Identify opportunities to boost valuable and unique pieces of content from our properties. Illustrate the reader segments that would be most likely to benefit from that content, and pair that with other recommendations like ideal channels and times of day to reach those users.
- Monetization Attainment: Help fulfill monetization opportunities, such as rich advertising campaigns that require specific user targets. Devise content plans that will optimize the ways we reach those users.
- Experimentation: Coordinate tests that provide even more data about user cohorts’ engagement with our content, expanding our intelligence beyond what usage dashboards report. This work could include understanding how to best write messaging, select accompanying videos and photos, schedule posts, etc. In each case, the Marketing Analyst will formulate a hypothesis and test structure, and then collaborate with Content Optimization and Audience Development colleagues on execution.
- Performance Analysis: For all recommendations above related to customer cohorts, content optimization, monetization opportunities and experimentation, the Marketing Analyst will track performance, publish and present detailed results, maintain a library of findings, and answer questions from colleagues.
- Technology Partnership: Partner with data scientists in the Technology organization on the creation and enhancement of data dashboards. This means the Marketing Analyst should seek Technology’s tutelage to fully understand the sources and meanings of data; define requirements to Tech for new data needs; work with Tech on vetting vendors that can provide even more data or easier access; and engage in everyday collaborations to improve our effectiveness.
- Special Requests: Fulfill ad hoc requests for analyses from tronc colleagues in our Newsrooms, the Content Optimization group and the Audience Development group.
- BS in Statistics, Math, or a Business discipline with a strongly quantitative foundation
- 2-3 years’ experience in an analytical role, with proven ability to translate insights into action
- Experience with formulating customer cohorts, especially for use by content / social media publishing
- Excellent verbal and written communication skills, to clearly communicate findings to internal customers
- Self-starter spirit, comfortable exploring patterns and surfacing meaningful insights from a swell of data without precise direction on what to seek
- Advanced capabilities in data visualization tools like Tableau and Domo; in Excel; and with statistical methods and software
- Some experience with Adobe SiteCatalyst/Omniture, Google DFP/Analytics/AdWords or other related traffic/advertising data sources
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