Sr Analyst, Digital Analytics
Sony Pictures
Culver City, CAThis was removed by the employer on 5/20/2018 11:51:00 PM PST
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Full Time Job
Sr Analyst, Digital Analytics
The Sr. Analyst - Digital Analytics is responsible for the collection, analysis and reporting of data and insights for Theatrical Marketing Digital Analytics Group. He/she will work closely with the VP and Director of Digital Analytics, as well as Data Science and IT professionals in developing new reporting frameworks, managing outside vendors, and overseeing access to and storage of various data sources. The Sr. Analyst will also collaborate with the Digital Marketing team and senior studio executives by reporting on theatrical campaign marketing activities and responding to ad hoc analysis requests.
The primary responsibilities of the Digital Analytics Team fall into these categories:
• Social Buzz Monitoring – The collection and analysis of social conversation around film content & activity (most notably a trailer). This includes pulling volume, tone and conversation topics, as well as more granular demographic information, and benchmarking against historical examples.
• Audience Feedback & Insights – The analysis of potential target audiences (consumer behaviors & affinities) and film franchises (fanbase psychographics & conversation), extracting social data to drive early strategic planning.
• Digital Campaign Reporting & Optimization – The analysis of our primary digital paid and organic campaign metrics across key platforms (including video views, social engagement, search activity) to drive actionable campaign insights.
• Digital Creative Testing – Leveraging social & video platforms, plus new digital research tools to determine consumer preference around various creative materials.
• Box Office Model Support – Supporting process of using digital & social data to project potential box office performance and optimize marketing campaigns tactics.
• Data Acquisition & Maintenance – Onboard new internal and external data sets that can be integrated into campaign insights, modeling and reporting capabilities.
The Sr. Analyst will assist in managing outside digital research vendors who collect and report digital data & social insights. He/She is a subject matter expert in these tools and serves as a resource to the entire group on data and research needs. This person will collaborate closely with our Digital Media agency and Research team to enable regular sharing of campaign insights.
He/She supports internal systems for storing digital and social data, including creating historical databases, onboarding new data sources, collaborating with Data Science and IT counterparts and maintaining data quality and accuracy.
The expectation for the Sr. Analyst is that he/she will have an intimate knowledge of our Digital & Social Media Campaigns, and can synthesize digital KPIs & audience insights to tell a comprehensive story to the Digital Team and other senior executives.
Most importantly, he/she must love movies and have a passion for evolving the way data and digital insights impact marketing decisions.
Responsibilities:
• SOCIAL BUZZ MONITORING
• DIGITAL CAMPAIGN REPORTING & OPTIMIZATION
• AUDIENCE FEEDBACK & INSIGHTS
• DATA MANAGEMENT & BOX OFFICE MODELING SUPPORT
• DIGITAL CREATIVE TESTING
• OTHER PROJECTS: Developing and presenting other projects for the Digital Marketing team.
Requirements:
• Master's degree
• 1-2 years experience
• 1-2 years entertainment
Knowledge of:
• Digital Media, Social Media & Marketing Strategies, including an understanding of the unique and quickly changing data-driven marketing landscape
• Media Math including ERs, CTRs, CPMs, CPCs, and Reach/Frequency
• Digital Reporting Tools, including top Social Listening platforms, Social Audience Insights (Facebook, Twitter, CubeYou) & Google/YouTube/Search Analytics
• Basic theory behind statistical and modeling concepts (regressions, correlations, etc)
• Basic research methodologies (brand tracking, sampling techniques, questionnaire design, study design)
• Familiarity with common practices and trends in the movie marketing space a major plus
• Agency or studio experience a plus
Skill In:
• Excellent written communication, oral communication, presentation skills
• Data-driven; a ''numbers person'' who can creatively interpret data and campaign KPIs to solve business problems and communicate insights to executives
• Experience with top social listening platforms (Crimson Hexagon, Netbase, etc)
• Proficient in Microsoft Office (Word, Excel, PowerPoint, Outlook), with strong understanding of Excel (formulas, macros, pivot tables)
• Self-starter with high level of initiative
• Passionate, committed with a high level of energy
• Must have an open communication style which takes into account managing expectations with multiple stakeholders.
• Experience with visualization tools like Tableau a plus
• Familiarity with data storage technologies and software a plus
Ability To:
• Manage multiple projects, set priorities, and meet deadlines
• Strategic critical thinker who also has a high attention to detail
• Analyze and apply data to tell a story and drive business results
• Work collaboratively in a team environment
• Excellent organizational skills
*Sony Pictures Entertainment is an equal opportunity employer. We evaluate qualified applicants without regard to race, color, religion, sex, national origin, disability, veteran status, age, sexual orientation, gender identity, or other protected characteristics.
USA - Culver City - Studio Lot - Thalberg Bldg