Sr Digital Mrktg Analyst

Job Summary

The Paid Media team is tasked with establishing company-wide digital media strategies, campaign management, and providing consultative support across multiple AEG divisions such as AEG Presents, Global Touring, Festivals, Goldenvoice, Bowery Presents, Sports, and Global Partnerships. The Digital Marketing Data Analyst will be responsible for compiling reporting to evaluate effectiveness and identify optimization opportunities across digital channels, budgets, audiences, and creative, while clearly communicating actionable recommendations to drive ticket sales, event awareness, customer acquisition, and brand initiatives based on findings.

This role will also work closely with Data & Analytics, Product, and Data Engineering teams for cross-functional projects that support solutions for paid media data aggregation, mastering, measurement, and visualization. The position will lead projects and work with appropriate teams to ensure tracking for measurement is in place to capture relevant marketing data, develop and maintain attribution models, and define benchmarks against key metrics such as CPA and Return on Ad Spend.

• Provide analytical support to Paid Media and Marketing teams, compiling performance marketing reports across digital channels using internal BI tools, Google Analytics, native advertising platforms. Communicate results to stakeholders, working with media and strategy teams to demonstrate clear actionable insights for media plans, budget forecasting, targeting/audiences, and creative.
• Build and maintain comprehensive measurement plans to evaluate paid media performance, calculate benchmarks based on objectives, develop and maintain attribution models to identify trends, testing opportunities, and insights by channel, audience, festival/tour/regional show, and business unit.
• Partner with Data, Product, Engineering teams to manage data pipelines and ingestion for channel metrics, define data collection requirements and enforce optimal taxonomy for reporting implementations, continual data hygiene and integrity across ad buying and internal platforms.
• Collaborate with media, marketing, and data teams to inform audience and targeting strategies. Develop tests to evaluate new campaign strategies, ad products, optimization tactics, and targeting features.
• Manage and lead paid media projects involving data aggregation and measurement tools such as Datorama, Google Analytics/GA4, Tag Manager, DOMO, Big Query, Live Ramp, and server‑to‑server integrations with media partners. Ensure appropriate site tracking is in place to capture relevant data points to measure marketing effectiveness.
• Work closely with data team to develop and maintain reporting dashboards for internal and external use, while providing support for ad hot reporting requests.

• BA/BS Degree (4-year) Marketing, Mathematics, Economics, Business, or relevant coursework.
• 4-6 years experience in analytics or similar role, whether on client side, publisher, or agency side; preferably for e-commerce initiatives.
• Strong ability to compile reporting and evaluate performance of digital marketing campaigns across multiple channels and touchpoints based on defined objectives.
• Highly proficient in Google Analytics/GA4, tag‑tagging technology such as Google Tag Manager, and server‑to‑server measurement solutions.
• Knowledge of traditional and digital media metrics, attribution models, media mix modeling (MMM).
• Familiar with reporting, visualization, and analytics tools such as Datorama, DOMO, Google Data Studio.
• Deep understanding of media landscape, including ad tech and martech, and programmatic buying tools (audience management, DSP/SSP, social buying platforms, bid management, ad serving, web analytics).
• Understanding of privacy implications in digital space and future‑proofing marketing measurement in a cookie‑less environment, with experience tracking customer journeys through multiple media touchpoints.
• Experience developing, designing, and measuring A/B tests.
• Clearly communicates recommendations and insights drawn from marketing reports, excellent data visualization and storytelling skills.
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