Paid Media

Experience: 2–3 years (min. 2 years hands-on) • Location: Chennai • Function: Marketing Analytics, Attribution & Insights Ops Role Purpose Be the central nervous system for Marketing. Audit and connect data across all roles to quantify spend → activity → outcomes. Report ROI, CTR, CVR, brand visibility, assisted revenue, and pinpoint exactly what’s working (and what’s not). Ship clear daily/weekly/monthly/bimonthly/quarterly/half-yearly/annual reports and drive action with experiment roadmaps. What You’ll Own Full-Funnel Measurement & Attribution Define source-of-truth metrics for paid, social, SEO, content, influencer/affiliate, email/WhatsApp, events/OOH, website. Maintain channel + campaign taxonomy, UTMs, naming conventions, and data dictionary. Own attribution views: last-click, position-based, time-decay + assisted conversions, and geo/holdout or incrementality tests. Dashboards & Reporting (Cadence & Audience-Specific) Daily: Health & spend pacing, tracking QA, anomalies, red flags. Weekly: Channel scorecards (Spend, Impr, CTR, CPC, CVR, CPA/ROAS, AOV, LTV), top/worst creatives, search terms, placements. Monthly: ROI/Profitability by channel/campaign/SKU, assisted paths, cohort/RFM, seasonality notes. Bimonthly/Quarterly: Trendlines, test learnings, budget re-allocation, forecast vs. actuals. Half-Yearly/Annual: Growth decomposition (traffic vs CVR vs AOV), brand visibility (SoV/organic + direct), MMM/MTA summary, roadmap. Experimentation & Causality Build a test backlog with hypotheses, impact sizing, and owners (roles 1–7). Design A/B and lift tests (power, sig), geo splits for OOH & influencers; run pre-post for programmatic/CTV. Data Quality & Tagging Own GA4/GTM event schema; pixels (Meta/Google/TTD/CM360), CAPI/server-side with Dev; deduping; consent mode. Routine QA (Tag Assistant, Pixel Helper), funnel/event audits, broken link/404 alerts. Insights → Actions Translate findings into clear actions: pause/scale, new audiences, creative briefs, feed fixes, offer strategy, LP/PDP CRO, bot/flow tweaks, vendor renegotiations. Stakeholder Enablement Run a weekly Insights Standup; maintain a Notion/Doc hub with dashboards, definitions, and playbooks. Requirements Core Responsibilities by Channel/Role (Commerce & Media Buying): ROAS/TACOS, feed approval %, CTR/VCR/viewability, SPO quality, PMP efficiency, Buy Box %. (Design/Shopify UX): LP/PDP CVR & ATC, scroll depth, click-map, Core Web Vitals correlation with CVR. (Video): Thumb-stop, WTR, CPV/CPCV, hook retention curves; video vs static CPA delta. (Copy/Content): CTR, LP time on page, headline/offer test win-rate, SEO impressions/clicks & local performance. (Full-Stack Dev): Tracking accuracy, event fire rates, CAPI match, page speed vs CVR. (Email/WhatsApp): Flow revenue %, campaign revenue, opt-in/opt-out, reply rate, repeat rate, LTV, churn; bot-assisted orders. (Influencer/Offline): Creator/affiliate revenue, CAC/CPA, attribution integrity (UTM/code), event footfall→lead→booking conversion; OOH PoP compliance. Tool Stack (you should already use most) Analytics & BI: GA4, Looker Studio, Data/BI connectors (Supermetrics/Composer), BigQuery (nice), Sheets/Excel (QUERY, PIVOT, REGEX). Tagging & Tracking: GTM, Google Ads tags, Meta Pixel + CAPI, CM360 Floodlights, DV360, TikTok/LinkedIn pixels. Ad Platforms: Google Ads, Meta, YouTube, DV360/TTD, Amazon/Flipkart Ads. E-com & CRM: Shopify analytics, Zoho CRM/Campaigns/Flows; WhatsApp BSP stats. Qual & UX: Hotjar/Clarity, Survey/NPS tools. ETL (nice): Airbyte/Stitch, Apps Script; SQL/Python for ad-hoc analysis. Offline/Influencer: Aspire/Modash/Grin metrics, Refersion/Impact/Affiliate dashboards; OOH PoP geo-photo tools. Certifications (Preferred) GA4 Certification Google Ads Measurement & Campaign Manager 360 basics Meta Media Planning/Buying SQL/BigQuery or Data Analytics cert (nice), CXL Experimentation (nice) Must-Have “2+ Years Hands-On” (Hard Screen) Building multi-channel dashboards (GA4 + ad platforms) and shipping actionable weekly insights that improved ROAS/CAC. Implementing/QA-ing GTM/GA4/CAPI with proven fixes to broken tracking. Designing and reading A/B or lift tests; writing clear recommendations that teams shipped. Producing offline & influencer attribution with UTMs/codes and post-event conversion views. Creating taxonomy + data dictionary and enforcing UTM hygiene across teams. KPIs (You Own) Tracking Accuracy (% correct event fires, CAPI match rate, zero-data-loss uptime) Speed to Insight (time from data→decision), Experiment Win Rate Revenue Efficiency: ROAS, CAC, MER, assisted conversions Retention/LTV: repeat rate, time-to-second purchase, LTV/CAC Creative & Content Impact: CTR, WTR, CVR changes attributed to new assets Offline/Influencer: cost per footfall/lead, bookings & revenue attributed, PoP compliance % Report Cadence SLA: on-time daily/weekly/monthly…annual packs with exec summaries Deliverables (Templates You’ll Maintain) Daily Health Dashboard (pacing, anomalies, tracking) Weekly Channel Scorecards (role-wise insights + actions) Monthly ROI Pack (profitability by channel/SKU/campaign, assisted paths) Quarterly Growth Review (decomposition, budget shifts, roadmap) Influencer/OOH Event Reports (PoP, footfall→revenue funnel) Data Governance Kit (taxonomy, UTMs, data dictionary, QA checklist) Experiment Log (hypothesis, design, results, decision)