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Marketing Measurement Marketing Mix Modeling Sr. Analyst (Analytic Consultant 3)

Wells Fargo | West Des Moines IA 50398 USA | Full Time | Posted: 08/16/2019

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Job Description

At Wells Fargo, we want to satisfy our customers’ financial needs and help them succeed financially. We’re looking for talented people who will put our customers at the center of everything we do. Join our diverse and inclusive team where you’ll feel valued and inspired to contribute your unique skills and experience.
Help us build a better Wells Fargo. It all begins with outstanding talent. It all begins with you.

The mission of Wells Fargo Marketing is to build the best possible brand, experiences, and engagement with our customers and stakeholders that reflect our commitment to our customers and their needs and to driving key business and stakeholder outcomes. In support of this mission, Marketing is responsible for developing integrated marketing strategies across Wells Fargo’s business lines and geographies; leading brand strategy; leveraging deep insights and analytics about consumers and businesses; executing customer messaging across all channels and touchpoints; and building out capabilities that move toward real-time, always-on, personalized and compelling messaging and digital experiences.

Within Marketing, this role is part of the Marketing Strategic Capabilities & Insights (MSCI) organization. MSCI’s role is to lead the creation of world-class marketing technologies, social capabilities & platforms, digital customer experiences and insights and analytics to enable industry leading revenue growth, scale, and efficiency for Wells Fargo.

Specifically this position reports to Marketing Measurement, which is a critical group within MSCI. The team brings accountability to the Marketing organization by empirically estimating the incremental contributions of Marketing to the business and the performance of each campaign and marketing initiatives.  Its charter also includes providing guidance to the organization as to the optimal levels of program investments and allocations across businesses, marketing channels, sales channels, audiences and time to achieve forecast sales goals. To that end, the team is charged with developing and maintaining all the Marketing Mix Modeling, Multi-touch Attribution, Test and Control Models, Audience, Targeting Models, Opportunity Sizing, Sales Planning and Forecasting as well as Numerical Optimization Tools that provide the backbone of past Marketing performance measurements and future investment optimizations. All while reducing risk and driving operational efficiencies.
 
KEY RESPONSIBILITIES INCLUDE:
• Build, maintain and evolve geographic level marketing mix models to estimate the causal impacts of marketing and non-marketing drivers on Wells Fargo's business outcomes in the short and long term
• Develop a project plan and timeline to support modeling related activities, such as data preparation and validation, model development and validation, model documentation, model performance tracking, and work with model governance to obtain necessary approvals from Corporate Model Risk and Legal and Compliance
• Measure the long-term impacts on customer behavior through evaluation of the relationship marketing spend has with Brand Equity and how Brand Equity influences business outcomes
• Develop a robust and repeatable data preparation process that incorporates the automation of input ETL, and creates an auditable trail, including data development documentation
• Ability to extract critical insights to identify growth opportunities and effectively communicate outcomes and recommendations
• Develop collaborative partnerships and leverage strong influencing skills to communicate insights and recommendations
• Engage with marketing partners to establish mutual objectives, priorities, and measures of success
• Provide analytical thought leadership and bring cutting edge statistical knowledge to solve complex marketing problems
• Lead effective data analysis that may suggest risk or opportunities for Wells Fargo
• Provide ongoing support for existing models’ key performance metric reporting



Required Qualifications

  • 5+ years of reporting experience, analytics experience, or a combination of both; or a BS/BA degree or higher in a quantitative field such as applied math, statistics, engineering, physics, accounting, finance, economics, econometrics, computer sciences, or business/social and behavioral sciences with a quantitative emphasis and 3+ years of reporting experience, analytics experience, or a combination of both



Desired Qualifications

  • Extensive knowledge and understanding of research and analysis
  • Strong analytical skills with high attention to detail and accuracy
  • Excellent verbal, written, and interpersonal communication skills



Other Desired Qualifications

• 3+ years of reporting experience, analytics experience, or a combination of both
• 3+ years of experience in continuous and discrete dependent variable regression based modeling
• 2+ hands-on experience programming marketing mix modeling or other regression solutions in SAS
• Significant experience coding and maintaining stand along SAS-based applications
• Deep knowledge of statistical areas such as ANOVA, Multiple Regression, Time-series Modeling, Principal Component Analyses, Decision Trees, Clustering, etc
• Experience on hierarchical Bayesian and MCMC approaches
• Ability to perform regression analysis in multiple language such as SAS, R, Python or similar tools
• Experience working in marketing/ customer analytics organizations
• Demonstrated ability to play a leadership role in large, complex analytical projects
• Strong sense of ownership, relentless curiosity, and self-driven approach to problem solving
• Experience/exposure to data and analytics in Banking and Financial Services industry
• Experience working with cookie level digital data and multi-touch attribution solutions
• Ability to work cooperatively as part of a team, as well as independently
• Ability to translate business objectives into actionable work flows in terms of data collection, data manipulation, variable creation, and model inclusion
• Project management experience (i.e. developing roadmap of upcoming project initiatives and establishing project
• timeline)
• Expertise in SAS and SQL languages for database access, data extract, manipulation and analysis



Job Expectations

  • Ability to travel up to 10% of the time



Disclaimer


All offers for employment with Wells Fargo are contingent upon the candidate having successfully completed a criminal background check. Wells Fargo will consider qualified candidates with criminal histories in a manner consistent with the requirements of applicable local, state and Federal law, including Section 19 of the Federal Deposit Insurance Act.



Relevant military experience is considered for veterans and transitioning service men and women.

Wells Fargo is an Affirmative Action and Equal Opportunity Employer, Minority/Female/Disabled/Veteran/Gender Identity/Sexual Orientation.

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Location West Des Moines, IA, 50398, United States
Categories Information Technology

Location Maptop

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Job Code 5492466-6
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