Effectiveness Executive - London, United Kingdom - Wavemaker

Wavemaker
Wavemaker
Verified Company
London, United Kingdom

2 weeks ago

Tom O´Connor

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Tom O´Connor

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Description

Role Title; Effectiveness Executive


Wavemaker IQ is Wavemaker's effectiveness consultancy leveraging data and advanced analytics to help drive effective planning decisions across our client's marketing mix.

One of the key components of Wavemaker IQ is our statistical modelling solutions the two main part of which are Econometrics IQ which focuses on understanding the drivers of a client's sales and Vitality IQ which focuses on understanding the drivers of a client's brand health.

These 2 products allow us to provide recommendations that drive tangible business improvements to our clients.

Wavemaker IQ works with a broad range of clients of different scales and industry sectors including Nationwide, Morrisons, Transport for London and Merlin.

Additionally, Wavemaker IQ looks after a number of other analytics solutions including TV attribution modelling and digital data modelling to provide more granular insights to drive media optimization as well as how sustainability and DE&I can form part of a marketing effectiveness framework.


We are looking for an Effectiveness Executive to help support our growing team of experienced econometricians deliver bespoke modelling projects for a range of clients.

The executive will be involved in all phases of the projects from initial sign off through to production of the model outputs.

You will also provide ongoing support to a wide variety of people in the Wavemaker client teams, working collaboratively to ensure the learnings from modelling projects are consistently applied to media planning decisions.


The role covers 3 main areas:

  • Managing the creation and quality of the master econometric data set
  • Creation of the models ensuring that they are both statistically rigorous and reflect the best approximation of actual performance
  • Provide input into client deliverables using the model outputs

Core responsibilities**:

Managing the creation of econometrics data sets

  • Work with Wavemaker IQ team, Wavemaker client team and client to identify the most appropriate data to include in the modelling data set
  • Identify and source, where applicable, 3rd party data sets to augment the data from Wavemaker internal teams and the client to build robust models
  • Own the master econometric data set and ensure that all data provided for modelling is accurate and consistent with previous analysis
  • Maintain internal data sets for key shared data such as weather, macroeconomic factors, market conditions
  • Monitor changes to external data sources that will feed into ongoing modelling projects, keeping an up to date record of such sources
  • Work with inhouse data solutions team to identify area of automation to improve data delivery and minimize time taken to produce datasets
Creation of models

  • Manage the configuration of the model set up, variable classification and any data transformation requirements
  • Support the Effectiveness Manager in building robust models that are both statistically strong but also represent an accurate estimation of consumer behaviour
  • Where applicable, ensure consistency with previous rounds of analysis or clearly identify the cause of any difference
  • Feed the final model outputs into a compiled report, ensuring consistency of output and format across the IQ team
  • Creation of all model results, charts, and summary tables as well as evaluating overall media performance and any other important factors
Provide input into client deliverables

  • Support the Effectiveness Manager to identify key performance trends from the modelling and be able to clearly articulate the changes as well as their causes
  • Identification of any additional data sets or other analytical results which add helpful context to the modelling insights
  • Feed the outputs of modelling projects into client analysis tools including the econometric forecasting tools & TV optimisation tools
  • Feed modelling outputs into relevant benchmarking databases for crossbrand trend analysis
New business

  • Support the team's efforts in new business both with existing Wavemaker clients and as part of wider agency pitches

Person Specification:


  • Experience working with statistical modelling ideally with some knowledge of how it is applied to marketing
  • Expert Excel skills proficiency writing and editing formulae, manipulating and formatting large datasets, knowledge of vlookups, match, index, sumif etc
  • Comfortable with a range of technical detail, being able to convey these to nontechnical partners
  • Passionate interest in statistical modelling and desire to grow skill set
  • Strong quantitative ability and attention to detail with exposure to unstructured data
  • Good understanding of economic concepts
  • Strong verbal and written communication skills
  • Inquisitive mindset, curious about data and how it can be used to explain things

About Wavemaker
We believe there always is a better way to grow. We positively provoke growth for our clients by reshaping consumer d
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