Data Scientist II - Marketing Mix Models

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 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