Job Description

Experience: 2-3 years (min. 2 years hands-on) o Location: Chennai o 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)

Skills Required