Senior Data/Research Analyst - Audience Insights

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Who We Are…

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From brilliant creatives, to technology trailblazers, across the globe, WBD offers career defining opportunities, thoughtfully curated benefits, and the tools to explore and grow into your best selves. Here you are supported, here you are celebrated, here you can thrive.

The Job

The Senior Audience Insights Analyst sits within the CNNIC Audiences & Data team. This team lies at the heart of the CNNIC business and ensures that data-driven insights underpin the decision making, campaign performance and the commercial strategy of CNN International. The core purpose of the Audience Insights team specifically is to ensure real and current audience understanding is embedded with all aspects of our service offering.

Delivering on our Audiences & Data vision requires:

1.          Putting the CNN audience at the heart of everything we do, providing the business with a deep knowledge of CNNi consumers, the international marketplace, and broader industry trends

2.          Organising ourselves for success through strategic and high-level delivery to internal and external clients to help inform big investment decisions

3.          Creating a data discipline that ensures a smarter more efficient use of data & insights

4.          Establishing a full-service audience insight discipline that leverages a variety of techniques to answer client’s business challenges.

Key to making this role a success is having a genuine appetite for understanding audiences. The Senior Audience Insights Analyst will be responsible for responding to sales briefs, providing audience insights, delivering ongoing reporting, campaign measurement amongst other tasks in support of the APAC region.

This person will work in close partnership with the Audience Insights Head of Measurement in Hong Kong and members of A&D in London. They will also collaborate with Ad Sales, Client Strategy, our Branded Content Studio, and other CNNIC teams to show how we understand our audiences, measure performance and drive innovation.

The Daily

The role requires the candidate to pull data, generate reports, and mine the data for audience and market insights.

Key Accountabilities and Responsibilities:

• Interpret and deliver clients’/stakeholder’ briefs. Deliver reports & presentations that contextualize the question with audience insights, trends, commercial landscape to provide actionable insights.

• Support the Audience Insights lead and collaborate with other members of the team to regularly monitor audience understanding and campaign effectiveness capabilities

• Lead measurement / brand impact studies for key clients across APAC

• Establish and maintain strong relationships with Ad Sales, communicating on a regular basis, understanding their challenges and identifying the best audience resource(s) to deploy

• Work with the teams leads to determine the best means of communicating trends and insights to the CNNIC Business

Deliver CNN Audience Understanding Outputs

A major part of this role will involve responding to client briefs through rigorous analysis, grounded implications and actionable insights. Utilising the power of audience data – in all forms, origins and platforms on TV and digital including social media & audio audience data to architect a full picture of our audiences and marketplace.

Audience Insight Reporting
Utilising the data contained within our partner platforms to provide the Ad Sales team and other cross functional stakeholders with required reports that provide insights audience and industry trends required to grow the CNNI business. 

Campaign Measurement with a view to lead campaign measurement for specific APAC markets
Lead brand impact studies, responsible for any related 1st and 3rd party data analysis. Present brand studies on request. Reach & Frequency analysis.

Collaborate on new audience understanding projects across CNNIC

Explore new tools to measure our audience. Work with senior members of the A&D team and other CNNIC teams to explore suitability. This could include pilot tests.

The Essentials

• 7 years of experience within research, insights, analytics or consulting with a focus on understanding audiences and evaluating campaign performance

• Experience with audience measurement tools

• Quantitative skills and the ability to dig into the numbers

• Ability to work independently and make confident decisions

• Have a strong attention to detail, and be able to quality check their own work

• Excellent written and verbal communication skills, with the ability to able to simplify complex concepts

• Skilled in presenting insights compelling and effectively.

• Ability to distinguish between ‘interesting’ data and commercially insightful data.

• Understanding of research concepts and survey methodologies

• Excellent Excel / Word/ PowerPoint skills

• Knowledge of statistical and analytical approaches

• Able to listen and educate clients and internal stakeholders on analytics and insight best practices.

• Enthusiastic about actively contributing to and representing the Audiences & Data team

• Experience with media consumption or audience profiling studies (e.g. from GlobelWebIndex , Ipsos, Nielsen)

• Experience innovating with new audience products or methodologies

• Data analysis programming language (SPSS, Power BI, VBA, R, Python, etc)

• Working knowledge of Adobe analytics

How We Get Things Done…

This last bit is probably the most important! Here at WBD, our guiding principles are the core values by which we operate and are central to how we get things done. You can find them at   along with some insights from the team on what they mean and how they show up in their day to day. We hope they resonate with you and look forward to discussing them during your interview.

Championing Inclusion at WBD

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