Data Scientist II - Marketing Mix Models

Marketing Science Econometrician

Marketing science a sub-team within marketing analytics at Disney's Direct to Consumer team (Hulu, Disney+, ESPN + and Star) is in search of an econometrician to run marketing mix models (MMM) and associated ancillary analysis. This position will work as part of a team focused primarily on econometric modeling, which also provides support for downstream practices used to inform marketing investment. The analyst plays a hands-on role in modeling efforts. The ideal candidate has a substantial quantitative skill set with direct experience in marketing science practices (MMM, attribution modeling, testing/experimentation, etc.), and should serve as a strong mentor to analysts, helping to onboard new talent in support of wider company goals. Technical acumen as well as narrative-building are integral to the success of this role.

Responsibilities

• Build, sustain and scale econometric models (MMM) for Disney Streaming Services with support from data engineering and data product teams
• Quantify ROI on marketing investment, determine optimal spend range across the portfolio, identify proposed efficiency caps by channel, set budget amounts and inform subscriber acquisition forecasts
• Support ad hoc strategic analysis to provide recommendations that drive increased return on spend through shifts in mix, flighting, messaging and tactics, and that help cross-validate model results
• Provide insights to marketing and finance teams, helping to design and execute experiments to move recommendations forward based on company goals (e.g., subscriber growth, LTV, etc.)
• Support long-term MMM (et.al.) automation, productionalization and scale with support from data engineering and product
• Build out front-end reporting and dashboarding in partnership with data product analysts and data engineers to communicate performance metrics across services, markets, channels and subscriber types

Basic Qualifications

• Bachelor's degree in advanced Mathematics, Statistics, Data Science or comparable field of study
• 3+ years of experience in a marketing data science/analytics role with understanding of measurement and optimization best practices
• Coursework or direct experience in applied econometric modeling, ideally in support of measure marketing efficiency and optimize spend, flighting and mix to maximize return on ad spend (i.e., MMM)
• Exposure/understanding of media attribution practices for digital and linear media, the data required to power them and methodologies for measurement
• Understanding of incrementality experiments to validate model recommendations and gain learnings on channel/publisher efficacy
• Exposure to/familiarity with BI/data concepts and experience building out self-service marketing data solutions
• Strong coding experience in one (or more) data programming languages like Python/R
• Ability to draw insights and conclusions from data to inform model development and business decisions
• Experience in SQL

Preferred Qualifications

• Masters degree in Computer Science, Engineering, Mathematics, Physics, Econometrics, or Statistics

The hiring range for this position in Santa Monica, CA is $117,500 to $157,500 per year and in New York City, NY & Seattle, WA is $123,000 to $165,000. The base pay actually offered will take into account internal equity and also may vary depending on the candidate's geographic region, job-related knowledge, skills, and experience among other factors. A bonus and/or long-term incentive units may be provided as part of the compensation package, in addition to the full range of medical, financial and/or other benefits, dependent on the level and position offered.