Job Description
REPORTS TO: VP / Connection Planning and Measurement
SUMMARY:
The Interactive Strategist is responsible for meeting the analytic needs of Fry Hammond Barr’s interactive team. The Interactive Strategist will develop and implement tracking and measurement strategies focused on our clients’ key performance indicators using various data sources such as website analytics tools, online ad servers, social media platforms, mobile platforms, and vendor-provided reports. The Interactive Strategist will also analyze data and produce reports, providing recommendations to
support all facets of decision-making and optimization processes. The Interactive Strategist may also coordinate tracking and measurement of interactive programs in conjunction with traditional or offline media.
ESSENTIAL DUTIES AND RESPONSIBILITIES:
• Develop, implement, and improve tracking and measurement strategies.
• Develop or evolve key performance indicators or key metrics based on the needs of the client.
• Coordinate the implementation of website tracking code and online media tracking tags with vendors and clients.
• Coordinate the uploading of display media plans into the ad serving platform for campaign management and tracking tag implementation.
• Collaborate with agency employees and vendors to assist with data collection and reporting.
• Analyze and interpret information from multiple data sources, identifying trends and evaluating results from media and creative testing.
• Support the development and application of digital measurement techniques, tools and metrics.
• Identify opportunities to automate analysis and improve processes for efficiencies.
• Strive to ensure that data provided by analytics tools and used in analysis is accurate and robust.
• Monitor newly launched or refreshed programs and campaigns for tracking and reporting issues.
• Monitor online display campaigns for peaks or drops in performance.
• Identify, investigate, and correct gaps in data capture and reporting.
• Design and develop reports for interactive programs and campaigns – delivered at a frequency most useful for each client, which could be weekly, monthly, or quarterly.
• Reconcile and approve online media invoices.
QUALIFICATIONS:
• Three to five years of experience. Bachelor’s Degree (Master’s beneficial but not required).
• Excellent analytical and computational skills.
• Excellent communication skills with the ability to present information in an accurate and engaging manner.
• Work or internship experience related to marketing or advertising.
• A sound understanding of the interactive space and methods used to measure interactive advertising, including web analytics tools such as Omniture, WebTrends, Coremetrics, and Google Analytics.
• Three years of experience using Microsoft Office with strong skills in using Excel for data manipulation, analysis, charting, and automation.
• Experience in search engine optimization, social media, or pay-per-click advertising.
• Knowledge of evaluation of marketing return on investment, conversion-funnel analysis, conversion optimization, and multichannel attribution.
• Knowledge of panel-based sources of web usage data (comScore, Hitwise, Nielsen, etc).
• Experience with online ad-serving technologies like MediaMind and DoubleClick.
• Works effectively both independently and as a member of a cross-functional team.• Uses sound judgment to identify issues and escalates when appropriate.
• Contribute to improvements in processes (technical and business).
• Ability to identify key needs or gaps and provides insights to close those gaps.
• Resolves disagreements and conflicts constructively – knows when to involve others.
• Learns from mistakes, takes action to apply learnings, and provides peer and team-wide feedback for those in immediate area of focus.
• Identifies and communicates specific personal growth goals for self.
LEADERSHIP RESPONSIBILITIES:
This position does not supervise the work of others, but may coordinate the work of others or delegate tasks to the Interactive Analyst or Search Coordinator.
COMMUNICATION ABILITY
Ability to read, comprehend and write simple instructions, short correspondence, and memos. Ability to effectively present information in one-on-one and small group situations to customers, clients and other employees of the organization.
REASONING ABILITY
• Ability to apply common sense understanding to carry out detailed and sometimes involved written or oral instructions.
• Ability to add, subtract, multiply and divide numbers.
• Ability to deal with problems involving a few concrete variables in standardized situations.
WORK ENVIRONMENT
Normal office environment. Occasional travel may be required.
PHYSICAL DEMANDS
While performing the duties of the job, the employee is regularly required to talk or hear. The employee is frequently required to walk; sit and use hands to finger, handle or feel. The employee is occasionally required to stand; reach with hands and arms; stoop, kneel, crouch and crawl. Employee must be able to see. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.