Job Title: Insight Analyst Social - X2 Positions Available
Reports to: Senior Insight Analyst Social
Department: Consumer Insight & Strategy
Location: Leeds
Job Grade: P2
DEPARTMENT DESCRIPTION
The Strategy, Policy & Insight (Function) are trusted thought-leaders bringing expert strategy, policy, market & audience insight – challenging and advising the business to drive delivery of Channel 4’s strategy and remit.
The purpose of the new centralised Audience Insights (Subfunction) is to be independent thought leaders at the heart of Channel 4’s creative and commercial decision-making, bringing a single source of truth and big picture perspective, challenging and advising the business to ensure profitable business growth through the use of data.
Within the new centralised operating Insights model (where all audience and market insight in C4 is centralised into the Audience Insight team), each C-Suite Leader (CEO, Chief Content Officer, Chief Operating Officer, Chief Revenue Officer, Chief Marketing Officer and the Exec Committee as a body) and their Senior Leaders have a dedicated Insight Business Partner (BP) who prioritizes and agrees their Insight requirements, aligned to the strategic C4 pillars. BP Analysts directly source available analysis and where additional, bespoke research or specialised analysis is required, the BP will commission this from the relevant Specialist Lead, managing jointly the presentation back of recommendations to the C-Suite Leader.
JOB PURPOSE
The Insight Analyst Social will be responsible for gathering, joining up and interpreting large data sets in order to support the success of 4Studio. This could be digging into the success of one social video and offering insights into how to maximise its performance all the way through to guiding our wider strategic direction as it takes shape.
This person will need to adapt to the changing industry; their role will include, but not be limited to, measuring our performance against KPIs, running tests on social content, and understanding the relative performance of particular brands on social platforms, as well as on our linear channels (including Channel 4, and E4) and on demand platform All 4.
We’re looking for someone who has a strong technical background, a genuine interest in digital content, and who is experienced connecting to and exploring big social data. Ideally, you’ll have worked with or closely to people publishing and optimising original content, have tracked marketing campaigns in Adobe Analytics or Google Analytics, and worked with Tableau and cloud data sources to build self-serve dashboards.
KEY RESPONSIBILITIES
- Reporting and analysis of the performance of C4’s short-form and social media content and transforming it into meaningful insight
- Encouraging colleagues to use data to drive the creative strategy of 4Studio, based on analysis, experimentation, and competitive intelligence
- To help integrate the performance of our social video within the wider context of the time our viewers are spending with our content across all our platforms (Linear TV, All 4, Social)
- Setting benchmarks and targets for digital strategies, building automated ways to measure them, and reporting them back to key stakeholders
- Conducting competitor analysis on other content types, brands, channels using the insights to guide digital content strategies
- Highlighting content trends in ongoing output, and proactively anticipating industry trends
- Supporting digital commissioning decisions and assist in content generation via creative thinking
- Working with our BI team to scope, plan and validate a variety of tables and views required for quick and effective analysis
ESSENTIAL EXPERIENCE & SKILLS
- Experience connecting to different data sets, and building analysis stories from scratch
- Comfortable using SQL to retrieve data from a variety of sources, with a good understanding of relational databases
- An inquisitive and analytical mind-set. Excited about trying new things, taking risks, and growing with the role
- A natural at analysing data; providing simple answers to complex questions to a high degree of accuracy all within relatively short timeframes
- Good communication skills (verbal, written and presentational) – the ability to explain complex information in simple terms
- Experience using social platform data, or similar data sets
- Experience in cleansing data and joining data from multiple datasets
- Experience developing self-serve dashboards using tools such as PowerBI or Tableau (Tableau experience is preferred)
DESIRABLE EXPERIENCE & SKILLS
- Experienced in any domain specific language such as R or Python.
- Experience conducting A/B and multivariate tests in a variety of settings
- Understanding of digital advertising and experience of reporting on paid digital campaigns
- Experience using cloud data sources such as amazon redshift
- Knowledge of web analytics platforms such as Adobe Analytics or Google Analytics and utilising this to understand customer journeys
- A solid understanding of the user experience of social platforms, eg. Facebook, Twitter, Snapchat, YouTube
Hybrid working
From September 2023, C4 has operated a 60/40 working pattern, equating to three office days per week. Having everyone in the office three days a week gives us more opportunity to build our high performing, inclusive culture; to collaborate and to learn and share with each other, as well as helping to coordinate a regular pattern of home and office working days. Employees then have the flexibility to decide where they spend the rest of the working week. All our offices are open five days a week.
