The Data Director is driving the adoption of data in client communications planning across the three core components of MEC’s typical scope of work:
Consumer and category insight
Channel execution
Evaluation
In short the data director will be our “go to” person within the communication’s planning team for everything data related.
Key tasks
Understanding
Develop and maintain a deep understanding of clients’ own data (e.g. sales data, web analytics, CRM lists etc.) and client-specific 3rd party data (e.g. tracking studies) and MEC-bought or owned resources (e.g. buzz monitoring, competitor spend, competitor web shares) relevant to clients.
Develop and maintain a strategic understanding of MEC-accessible data sources (eg Hitwise, TGI Clickstream), tools (e.g. DVeri, Prism, Project Black) and approaches (segmentation, data merging) including from the wider group (e.g. Xaxis, ibehavior, Fabric ) and preferred partners (e.g. key media owners or 3rd party data providers, DMPs).
Application
Define the potential for using any of these assets in pursuit of insight, execution and evaluation, articulate and then engage with communications planning team and client to develop, agree and gain commitment to business case for using data this way.
Lead use of 1st party data and DMPs to define audience architecture.
Project manage delivery, drawing on internal/external specialists (esp A&I) to help build and sell-in proposals to clients.
Community
Champion best practice use of standard tools in routine planning throughout the wider client team.
Engage with the community of Data Directors (communications planning, performance, activation) to review vendors, debate and drive continuous improvement; rotating chair of monthly community meetings.
Desired Skills and Experience
Experience
Data and Insights professional, media agency experience
Strong performance marketing experience
Excellent verbal and written communication skills.
Strong presentation skills.
Intermediate/advanced excel skills.
High level of numeracy.
Deep understanding of:
Media research tools and techniques
Key performance media channels
Workflow management and prioritisation.
People management.
Sound financial awareness, including processes and budget control
Performance planning principles and methods
Analytical methods and tools
Navigator process
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