Overview

Data Strategy at McKinney is all about finding connections between business, consumers, and culture. As a data strategist you would be responsible for gathering and analyzing data from resources like online surveys, social media, the stock market and market research databases to help our team paint a picture of business opportunities for our teammates and clients. 

Responsibilities

This is what the job entails, versus what the job requires, which is listed below under Competencies and Expectations.

• Managing Primary Research Efforts: 

• Development, fielding and analysis of online surveys
• Management of 3rd party vendor relationships (e.g., panel providers, market research firms, etc.)
• Staying up to date on market research methodologies

• Utilizing secondary data resources

• Build, mine and explicate audiences within SimmonsMRI, Global Web Index, etc.
• Leverage data from realtime brand tracking with YouGov, ComScore, etc.
• Conducting social listening on platforms such as Netbase, Quid, BrandWatch, etc.

• Leveraging 3rd party research

• Digesting and analyzing third party research reports from Mintel, WARC, Pew, etc. 
• Staying on top of client-specific industry trends 

Competencies and Expectations

Now that you know what the role entails, here’s what you need to be able to do to thrive in it.

• Must haves:

• A background in advertising, marketing, market research or marketing data analytics.
• Microsoft Excel / Google Sheets: You’ll need to know pivot tables, VLookups and how to generate descriptive statistics within either.
• Data visualization: generation of charts and graphs within Excel/PowerPoint or Google Sheets. Tableau is a plus but not required.
• Completion of college level statistics covering survey design and regression analysis
• A deep curiosity for understanding why consumers make decisions and how culture influences them that process
• A desire to understand the multiple ways to deliver on research objectives
• An ability to present findings visually, verbally, and written. Telepathic communication is a plus but not required.
• Experience in at least one of the following areas:
• Online survey software such as Qualtrics, Survey Monkey, etc. 
• Social listening tools like Netbase, Meltwater, BrandWatch
• Syndicated research services like SimmonsMRI or Global Web Index
• Experience with research partners such as Kantar, MillwardBrown, IPSOS, MediaScience, LRW, etc

Experience

3-5 years of related experience within one of the following

• Advertising agency, media agency, in-house marketing or market research organization, market research firm, consulting firm, or academic social science research