As Senior Analyst I am charged with providing understanding of digital performance across Global’s stable of radio & TV brands; Capital, Radio X, Heart, Classic FM, Smooth, Gold, Capital Xtra and PopBuzz. Positioned neutrally within the organisation, I work with a variety of disciplines including on-air programming, editorial, CRM, research and sales. As a result, the focus of my work covers wide areas, from behavioural analysis of radio listening to more commercial capacities like marketing attribution. Overseeing the data tool infrastructure and leading the team’s approach to analysis are my primary responsibilities at Global.
Within Cheil's Planning Team my core purpose was to ensure that projects adhered to one strict rule; demonstrate marketing effectiveness. A frequent responsibility was the conception of original measurement frameworks to provide understanding of Samsung’s flagship mobile product launches and brand–related campaigns. This could involve anything from AB testing creative to all encompassing reports analysing owned infrastructure, paid media investment and earned digital and PR impact.
As a Regional Digital Media Analyst for Samsung Global, it was my responsibility to produce data-driven consumer insights regarding the digital platforms of 8 local Samsung markets, namely; Sweden, Finland, Norway, Denmark, Spain, France, Turkey and United Arab Emirates. This role required fast learning of international Boolean query construction, content management systems and how best to maximise native (social) platform data using statistical techniques like regression analysis.
At Rapp I was involved in accelerating the new strategic approach of Bacardi Superior Rum along with the integrated launch of Bacardi OakHeart spiced rum, connecting the digital environment with sales over the bar. Other projects included intensely tailored digital communications to Best Western’s vast eCRM database.