Job Summary:The Disney Bundle Hulu, Disney+, and ESPN+ in one product is central to the growth of Disney’s direct-to-consumer streaming offering in the US.
The Bundle Acquisition Marketing Analytics team uses data, statistical modeling/techniques, experimentation frameworks, and other tools to help our stakeholders the Bundle marketing teams at Disney Streaming Services and Hulu make informed, data-driven decisions to continue driving Bundle growth.
With our work, we aim to answer two questions: what is our marketing (paid and owned) doing for us and how do we optimize it?
The Sr Analyst role will play a critical role in answering these questions by providing support across experimentation, measurement, and cross-portfolio visibility; they will work closely with Marketing, Data Science, Data Solutions, and other teams to not only provide high-visibility, in-depth insights on Bundle acquisition, but will become a true thought partner to our stakeholders, helping to craft strategy.
The ideal candidate has a passion for digital and linear media landscapes and using advanced analytics, including modeling, to solve complex business problems.Responsibilities:Work closely with stakeholders to define the most pressing business questions on Bundle acquisition trends and drivers and build analytical frameworks to answer these questionsHelp to craft an ongoing experimentation program, including hypothesis formulation, experimental design, significance-setting, and post-experiment analysisPerform holistic campaign lift analyses with causal-inference techniques and by developing novel approaches; identify and measure drivers of campaign success; present findings to stakeholders and senior managementThoroughly understand and continue to help evolve the attribution conversation for the Bundle, including reconciling measurement, developing channel-level experimentation and lift measurement, and providing cross-portfolio cost analyticsDefine and analyze audience segments to continue driving Bundle growthHelp to craft the requirements for Bundle-specific Marketing Mix Models and perform analysis of model results, presenting mix recommendations to Marketing partnersPartner with stakeholders to understand and harness all available Bundle acquisition data from disparate sources, and occasionally assist with data access and automation via dashboards and ad-hoc analysesBasic Qualifications:4+ years of hands-on analytical work experience with R/Python/SAS (or another statistical analysis tool) and SQLExtensive, proven work experience with statistical modeling, machine learning, and other quantitative approaches, including but not limited to in-depth knowledge of linear and logistic regression, significance testing, data preparation for modeling, and segmentation techniques.
Causal inference experience a plusExpertise manipulating large data sets, interpreting data trends, and using a multitude of disparate data sources and toolsExperience with creating, executing, and analyzing complex AB/MVT test constructs to test stakeholder hypothesesExperience with data visualization tools such as Tableau, Looker, etc.Strong analytical skills with the ability to apply business strategy to data analysis and recommendationsStrong presentation skills, including the abilities to tell a story with data and to synthesize findings into actionable recommendationsAbility to think strategically, analyze and interpret market and consumer informationPreferred Qualifications:Experience in the streaming media industry or other subscription-based serviceExperience working with Marketing teams or in the Marketing landscape