Data Analyst, Measurement Innovation na ITV PLC

Workplace: White City, London - Hybrid (expectation is 2-3 days in the office)

Data Analyst, Measurement Innovation Team

We are looking for a Data Analyst to join ITV’s Outcome Measurement Innovation Team. Internally, this role is known as the Senior Measurement Executive and you’ll play a hands-on role in helping the team achieve the goal of measuring the total value and business impact of advertising on TV in all its forms for all advertisers. Historically advertisers have had to do this themselves, and TV has lost out to the Platforms who gave advertisers measurement of business impact as part of their products. 

The role is very much an applied data science role - with a focus on experimentation leading to building solutions which we can pass on to other teams to scale. You certainly don’t need to be a Data Scientist to succeed in this role, but the building blocks of some of those skills will be required, alongside wider media industry knowledge. This role is ideal for someone who possesses foundational data skills and a strong eagerness to expand their knowledge in the field. We're looking for an individual who is keen to learn and develop, rather than a seasoned data scientist.

If you're someone who enjoys coming up with new ideas, then this role is for you! It offers space to invent entirely new ways of measuring business outcomes that haven’t been thought of yet.

The team

This role sits within ITV’s Outcome Measurement Innovation Team (MIT), which is responsible for inventing new ways to measure the business impact of advertising with TV - on broadcast TV, in ITVX and through sponsoring our shows. 

The team is a mix of data scientists and consultants who invent new tools, test them with clients and scale them so all our advertisers can benefit. We work with a wide range of advertisers from big, famous brands all the way through to small, regional, new-to-TV or digital-first brands looking for better business performance. The team sits within ITV Commercial, which is the part of ITV responsible for selling advertising products to businesses who want to advertise. That is important. We are not a back office data team but front-of-house.

Responsibilities:

• Contribute to the development and roadmap for some of our key propositions - helping to build scalable data pipelines and analytical tools using Python and SQL, that support the team's measurement tools. 
• Deliver client measurement projects using our existing geo experiment and addressable lift propositions 
• Invent new ideas for ways to improve the measurement of business outcomes that we haven’t already thought of
• Connect with internal stakeholders across a large span of ITV (everyone from broadcast engineers to legal) to make these ideas a reality, as well as external stakeholders on cross-broadcaster collaborations

Skills you’ll need (minimum criteria)

Data Plumbing
Part of this role is about being able to manage the nuts and bolts of a cloud computing setup for processing large quantities of data, so the minimum criteria are:

• Basic knowledge of GCP especially BigQuery.
• Ability to build simple automated data pipelines.
• Proficient in Python for data manipulation.
• Open to learning about, or have already used Git/GitHub, VSCode, and cloud CLI

Data Wrangling:

Similarly, an ability to work with data coming out of that infrastructure is important to us - this is more than a pure data engineering role

• We need strong SQL and Python skills for data analysis.
• Familiar with statistical testing and A/B concepts and building blocks of experimental design
• Need to be curious and proactive in learning new tools and methodologies.
• Basic understanding of ML concepts and experimentation.

Project Work:

Our team is small and dynamic and serves many areas within the commercial group of ITV including sales, partnerships, trading and strategy therefore you will need to be able to;

• Demonstrate experience in managing tight deadlines
• Handle multiple projects and demands at the same time
• Comfortable working in a dynamic environment where priorities can change at short notice

Other things we’re looking for (key criteria)

Data Wrangling:

• Implemented or adapted power/statistical tests
• Worked with advanced ML models e.g. XGBoost
• Comfortable with object orientated code in Python
• Used or explored modern AI tools and libraries
• Familiar with using 3rd party APIs to extract data on continuous and periodic bases

Making it understandable:

Once we have findings, we need to be able to make change happen as a result of the analysis. To do that you need to be able to explain it simply and persuasively to non-technical people 

• Strong communication skills in translating complex data and technical concepts into clear-concise explanations for non-technical audiences ( both internal and external) using impactful presentations and data visualisations.
• Storytelling skills in being able to create compelling stories from raw numbers and build actionable insights that you can easily communicate the value of the solution
• Worked with visualisation tools like Tableau and experience with libraries like Seaborn, Plotly
• Experience working with audience data, segmentations, and survey data.

Marketing & Media Applications:

Ideally you’d have some knowledge of media, marketing and advertising

• Have a passion for TV viewing and interest in why people watch certain shows
• Have worked in a research, marketing, media or a related fields
• Familiarity with web analytic platforms like GA4
• Knowledge of the wider media landscape, more specifically how digital platforms work e.g. Meta, Google
• Experience working with audience data, segmentations, and survey data.
• Have used marketing experimentation models - (with at least 1 of; A/B testing, Geo Experiments, Attribution Models, MMM Models)
• Exposure to media data like BARB or media consumption data