Kueski

Data Analyst

• Design, implement, and continuously refine marketing attribution models across all channels, ensuring they reflect the true complexity of the customer journey.
• Develop a framework to identify and account for second-order effects initiatives whose impact on brand awareness, funnel priming, or downstream conversion isn't directly attributable but is strategically significant.
• Define incrementality measurement approaches (geo holdouts, intent-to-treat analyses, synthetic controls) to evaluate the true causal impact of marketing investments beyond last-touch or even multi-touch models.
• Own attribution methodology decisions and communicate trade-offs clearly to stakeholders and leadership.
• Lead the implementation and maintenance of tracking infrastructure: pixel setup, tag management (Google Tag Manager or equivalent), and event tracking across web and app.
• Design and implement server-to-server (S2S) integrations to improve signal quality, reduce data loss from browser restrictions, and enhance campaign optimization inputs for paid media platforms.
• Audit and troubleshoot data discrepancies across tracking systems, ensuring data accuracy and integrity end-to-end.
• Manage and evolve the marketing analytics stack (GA4, Amplitude, third-party attribution tools, Databricks) and stay current on emerging measurement technologies and privacy-driven changes.
• Partner with Data Engineering and Product to improve event schemas, tracking coverage, and data pipeline reliability.
• Pull, structure, and analyze your own data independently building the analyses needed to reach conclusions and push initiatives forward, without relying on others to surface information.
• Develop and maintain dashboards and reports that give clear, actionable visibility into campaign performance, channel ROI, and attribution trends.
• Identify patterns and anomalies proactively; bring forward recommendations with a clear point of view, not just observations.
• Use advanced analytics to correlate marketing activities with business outcomes, providing the strategic inputs needed for budget allocation and channel mix decisions.
• Collaborate with Performance and Lifecycle marketing teams to translate attribution insights into concrete campaign optimizations.
• Conduct A/B and multivariate experiments to validate attribution assumptions and improve measurement accuracy over time.
• Help forecast marketing budgets based on attribution data and provide a clear framework for where to allocate spend for maximum ROI.
• Act as the internal expert on attribution and measurement educating teams on best practices and building shared understanding across marketing, data, and finance.

Paid Analytics Manager