Marketing Data Analysis Consultant - Products

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Accenture Song accelerates growth and value for our clients through sustained customer relevance. Our capabilities span ideation to execution: growth, product and experience design; technology and experience platforms; creative, media and marketing strategy; and campaign, content and channel orchestration. With strong client relationships and deep industry expertise, we help our clients operate at the speed of life through the unlimited potential of imagination, technology and intelligence.

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The Role

The Marketing Data Analysis Consultant is a strategic partner in the Marketing Data Assessment team, responsible for conducting comprehensive reviews of current data approaches and evaluating new marketing use cases. This role brings marketing data expertise to evaluate and refine priority use cases ensuring the organization identifies and leverages the right data sources and metrics to activate use cases and drive incremental value.

Key Responsibilities

• Assess priority marketing use cases, collaborating with stakeholders to document findings, define requirements and expected outcomes.

• Analyze data needs, feasibility, and potential impact for each use case.

• Quantify the incremental value and business impact that each additional use case could deliver.

Data Review, Source Identification & Requirements

• Conduct detailed assessments of existing data strategies and architectures related to priority use cases.

• Identify, validate, and document the relevant data sources (internal and external) for each use case.

• Evaluate the breadth and depth of data captured and ingested, ensuring completeness and relevance for business objectives.

• Link data requirements to discussions with data product owners to understand where current data exists, what can be re-purposed for use cases, identify data gaps, and document the nuances and challenges for specific data sets

Metrics & Baseline Assessment

• Establish the current state of key performance and success metrics for existing and proposed use cases.

• Analyze metric definitions, calculation methodologies, and data lineage to ensure accuracy and consistency.

• Identify gaps in data capture, metric coverage, and reporting capabilities.

Stakeholder Engagement & Documentation

• Conduct stakeholder interviews, build rapport, ask questions rooted in data domain experience (primarily marketing data, but other data sources like Nielsen, sales, panel, survey, etc.)

• Partner with business, marketing, and technical stakeholders to elicit requirements and clarify objectives.

• Translate findings into clear, actionable documentation, including requirements, user stories and acceptance criteria for technical teams.

• Present insights and recommendations to both technical and non-technical audiences.

Data Quality, Governance & Best Practices

• Advocate for and apply data quality standards, governance principles, and taxonomy management across all assessment activities.

• Collaborate with engineering and product teams to ensure robust data pipelines and semantic data layers.

• Support the design and implementation of cloud-based data solutions (Azure preferred).

Business & Commercial Analytics

• Analyze and interpret commercial performance data (e.g., volumetrics, ATL revenue, distribution, product mix) to identify trends and growth opportunities.

• Translate commercial and consumer insights into actionable business recommendations.

Media & Marketing Analytics

• Evaluate media performance across traditional and digital sources, including impressions, GRPs/TRPs, cost-to-client, and channel-level performance.

• Work with digital media account data (Meta, Tik Tok, Snapchat, etc.) to derive and aggregate awareness, engagement, and conversion metrics.

Consumer & Brand Insights

• Process and parse consumer survey data, ensuring sound handling of survey structures, questions, and response scales.

• Build and interpret brand equity and consumption models, deriving meaningful KPIs for brand tracking and strategy.

Basic Qualifications

• 3+ years of experience in marketing data analytics, campaign measurement, and attribution, as well as experience with consumer and digital data domains. This experience should include:

• Expertise in…