Principal Analyst

Principal Analyst - Modelling Specialist

Who we are & what we do:

Gain Theory is a leading global marketing effectiveness and foresight consultancy. We combine quality data, proprietary technology, and advanced analytics to give our clients the confidence to make better informed investment decisions that drive growth.

Growth is the defining characteristic of successful organisation and Gain Theory’s vision is to accelerate growth for ambitious brands. We define ambitious brands as those that generate earnings/profits that are above the industry average. We deliver:

• Data strategy, harmonization, and visualization.
• Advanced analytics and modelling, including MMM, attribution and unified measurement, testing, segmentation, behavioural sciences, choice analytics, simulation, war gaming and forecasting.
• High-touch consultancy that includes bespoke roadmaps, training and education, industry benchmarking and activation planning.

At Gain Theory, we love accelerating growth for ambitious brands and people. As a Gain Theorist, you will need to demonstrate behaviours which support our values.

Our values are: Be Curious, Be Positive, Act with Consideration and Make it Better. You can read more about our values here: www.gaintheory.com/our-culture-people-and-value 

What you’ll do

You will support senior colleagues in achieving the efficient delivery of client projects. Typical responsibilities and duties are the collection and preparation of data, contributing to the finalisation of models, writing results and implications and SFX creation. Your role as Principal Analyst is to take responsibility for and oversee other analysts. You will also be expected support the development of analysts through the Training Academy, Knowledge Shares and feedback. Principal Analysts should develop relationships with their counterparts client side and be able to communicate Gain Theory approaches and brand beliefs.

Key Characteristics

A successful candidate must be able to demonstrate evidence of a high degree curiosity and investigation into why things work in a particular way. This might include desk research on a particular topic or deep focus on a recent client assignment. If selected for interview, candidate must be prepared to talk on a particular topic within the realms of analytics or business questions that we typically answer that they are passionate about. Examples might be “Why is my base my base?”, “What is the long-term effect of my marketing and why?”, “Dealing with uncertainty and building in foresight”, etc.

Key responsibilities include:

Working with data: Data extraction and manipulation, data analysis and validation, batch files, programming

• Undertake data extraction, manipulation, and data analysis to understand the marketplace and client context relevant to each project.
• Analyse all datasets to ensure that each KPI is understood and can be explained back to the team.
• Ensure that all tables, charts and other information produced by you, or others has been checked for accuracy and formatted to GT standards before passing on to senior project team.
• Be responsible for data collection including preparation and sending of data requests, chasing outstanding data and querying data with clients and agencies.
• Ensure that ROVA input files are structured to meet requirements of project (e.g. order and number of variables, exclusion of unnecessary variables)
• Ensure that all outputs are checked for accuracy by analysts; record any checks made.
• Proficiency in using data extraction tools (i.e. Advantage, AdDynamix, Sysomos, Google Trends, Google Analytics, Double Click) and able to teach others in their use. Be aware of alternatives and the PROs / CONs of the tool.
• Proficiency in using Excel/SQL/Python/Pandas/Analytics Workbench to process, transform, create variables and build models. Be or be working towards expert knowledge in a selection of these tools / approaches.

Building Models: Model building and validation, sales effects calculations, ROIs, media optimisation

• Oversee the building of comprehensive base models according to the project specification, incorporating all drivers of KPIs, providing rationale for variables entered, understanding coefficients and SFX.
• Taking base models, oversee or build in additional improvements and progress the model towards finalization.
• Calculate sales effects throughout the project to check results and assess their correctness, i.e. does media contribution make sense? Report to project team on preliminary findings and observations
• Create sales effect/ ROI workbook, ensure it is easy to follow and all links are correct.
• Create response curves and optimisation spreadsheets or alternatively use available tools for budget allocation. Run scenarios required to answer client objectives.
• Validate models, identify areas of weakness, suggest and test possible improvements and ensure robustness and validity.

Creation of presentations: Content creation, summary of findings, accuracy checks

• Create content as specified by project lead, taking responsibility for entire sections rather than focusing on just factual and data slides.
• Assist in the creation of all areas of the deck as directed.
• Ensure that all content is checked for accuracy and that it is correctly labelled, complete and ready for delivery to client.
• Summarise and comment on findings, add consultancy input rather than on factual statements.
• Be able to explain and justify any potential changes that need to be made to provide sensible results. Especially important when reviewing others’ outputs that you are overseeing.

Interpretation of results: Result interpretation and rationale, recommendations, translation of results from analytics into actionable recommendations

• Provide input into the results and implications and comment on the interpretation for future strategies.
• Interpret results and understand the implications of these results to the client. Be able to explain your interpretation to the team and defend your POV.
• Be able to explain and justify any potential changes that need to be made to provide sensible results. Especially important when reviewing others’ outputs that you are overseeing.

Client Management & Interaction: Client contact and interaction, delivery of results to the client

• Answer specific data questions that may arise in external meetings as the lead analyst; act as a specialist closest to the data.
• Be prepared to lead calls with clients (data calls, weekly calls etc.).
• Be involved in the delivery of results to the client and present sections of presentations during meetings.
• Take charge of day-to-day client contact using email and telephone where appropriate.

Team Support & Development: Team collaboration, leadership, communication

• Motivate and inspire team members by ensuring that excellent performance is acknowledged and reasons for success are shared amongst the team.
• Take responsibility for supervising, supporting and training junior team members.
• Take responsibility for training new joiners including project managing Graduate Analysts during their training project.
• Lead by behaving in a way that reinforces values and goals of Gain Theory to all employees.
• Assist team members in interpreting the tasks they have been set.
• Provide timely feedback to team members.

Innovation: Process improvements, product development, new trainings

• Actively seek more efficient ways of doing things for yourself and others and turn suggestions into actions.
• Host knowledge shares to share your experience on topics of interest for the business.
• Be proactive in using new tools and take the active part in their testing when in the development stage, in line with your personal expertise and skills.
• Assist in service and product development, where necessary. Actively put yourself forward if your involvement can improve outcomes for the company.

Meetings: Organisation of internal and external meetings, participation and attendance as required, agenda, minutes, lead meetings

• Take responsibility for organising internal and external project meetings, including office calendar invites and ensuring an agenda exists. Aim to lead/chair internal meetings.
• Oversee the creation of an agenda and ensure content is prepared/to hand as necessary to support each agenda item.
• Oversee the creation and distribution of project minutes and actions. Ensure action points are completed satisfactorily.

Project & Resource Management: Project management, timing plans, tasks allocation, project delivery

• Liaise with other members of the team and external suppliers to agree on lead times for each stage of the project; actively manage analyst tasks within this to meet deadlines set.
• Support project manager with day-to-day operational aspects of the project
• Assign responsibilities to team members and ensure tasks are completed in the timely manner.
• Perform the quality control of output, statistical modelling and integrate research insight from a wide variety of sources.

Business Development: New business development, client retention, business development planning, management and research

• Support client leads in achieving revenue targets.
• Support client leads in achieving revenue targets and with tasks relating to pitch material creation or internal product and services collateral / R&D etc.
• Attend conferences, meetings and industry events particularly when these are for your industry vertical or horizontal specialties.

What you’d need to succeed: 

• You can work within an inclusive and diverse team to deliver fresh thinking and innovative solutions. 
• You interact with colleagues and with our clients in a way that strengthens our culture of inclusivity, diversity, care, growth and recognition.
• You have an interest in using data and analytics to make better decisions.
• You are tenacious, hardworking, curious and have a strong ability to communicate.
• You demonstrate a positive desire and strong aptitude for making data informed decisions.
• You are highly proficient with technology, software and can demonstrate quick grasp of programming languages.
• You have a degree that demonstrates technical ability (e.g., Economics, Mathematics, Statistics, etc.)
• You can demonstrate good problem-solving skills and understanding of consumer behaviour.
• You have the capacity to work and learn quickly in a fast-paced environment.
• You take keen interest in your own learning and development.
• You demonstrate behaviours which support our values.

What you can expect: 

• Your opportunity to work with some of the most respected brands across the world. 
• Opportunities to accelerate your learning, development and career growth, through best-in-class learning, training and development tools, resources and opportunities.
• Recognition & Reward for colleagues that go above and beyond in living our values.
• Hybrid working that works for everyone.
• Best-in-class, colleague-lead Employee Resources Groups (ERGs) – like Roots, SoCo, Lumena, SpoCo, CSR – who run lead events and activities throughout the year.
• Fantastic social events, Inclusion & Diversity activities throughout the year.
• Private medical insurance.
• Group Life assurance.
• Market-leading family friendly policies.
• Generous pension plan.
• Generous holiday entitlements.
• Birthdays off.
• Additional days off between Christmas and New Year, so colleagues can spend quality time with their loved ones.
• Generous Refer a Friend Scheme.
• Season Ticket Loans.
• Cycle to work Scheme.
• Robust Mental Health & Wellbeing support.
• In addition, being part of Wunderman Thompson and WPP means we have access to incredible discounts with 100’s of leading retailers and much more and importantly best in class learning & development programmes, growth opportunities and thought leadership.