Senior Analyst, USA
What do you do at Data2Decisions?
As a Senior Analyst, I work with regional and national clients on all their analytic needs from modelling to consulting and new business. I am involved in all aspects of a project including collecting and processing data inputs, seeking out new and interesting variables to test, building models and providing insight around the findings of a particular model.
What does a typical day look like?
That really depends on the phase of the current project. There are days where my focus is data mining and others where I am actively testing variable relationships on a main model or building a smaller “side” model to answer particular business questions. Daily variety is the best part of my job.
How did you come to work at Data2Decisions?
I began my career working in a small analytics department of an ad agency. From there I went to work for a boutique firm where I fell in love with the predictive power of Marketing Mix Modelling. MMM is a specialized tool to measure complex consumer behaviour and a natural progression from simpler animal behaviour that I studied in graduate school. I spent seven years building models for many different clients across a host of different industries and then came to Data2Decisions precisely because the types of dynamic modelling they employ.
What did you study?
I have a Bachelor degree in Biology and a Master’s degree in Marine Biology.
What’s the most exciting thing about being in the marketing industry now?
The marketing mix has changed so much since I started my career. Traditional media like TV and magazines dominated contributions to sales. Online display and video media were beginning to challenge traditional media for a larger portion of the attribution pie. Now, social media is opening up new ways to reach potential consumers. As a holistic learning and forecasting tool, MMM has to continue to evolve to meet these demands and Data2Decisions has a terrific Ecosystem technique to help unravel the modern consumer journey.
What’s the best thing about working at Data2Decisions?
I would say it is the freedom to work to my strengths. I get to do so many different things from developing modelling approaches to new business while still being involved with a project on a tactical level. I also love the way Data2Decisions works closely with the other agencies within the Dentsu Aegis Network. There is a real opportunity to work in tandem with media buyer, planners and ad creative to deliver the best value on any project for our clients.
What’s the best career advice you’ve ever been given?
Always model one level lower than you need to report. To me that means, looking for patterns hidden underneath the obvious solutions.