Effectiveness Manager
Agency: PHd Job Function: Data and Analytics Job Subfunction: Data Science and Analytics Job Description: Overview PHD are a next generation agency network. One that helps our clients outthink, outpace and outgrow the competition.
We do this through a unifying vision of Intelligence.Connected, and the application of data and AI to enable a greater connectivity between our services, the experiences we create for consumers and the way we work with clients. PHD has been appointed as part of adidas’s global media agency network and is building the measurement and effectiveness function that will serve the brand across its global market structure.
The Role in a Sentence The Effectiveness Manager owns the so-what of adidas measurement: turning MMM, brand tracking and experimentation evidence into planning-ready guidance, and making sure what one market learns becomes what every market knows.
Adidas generates more measurement evidence than almost any advertiser: a tiered Marketing Mix Modelling programme, brand tracking in around forty countries, and a mature experimentation machine run through its Media Beliefs workstream. The historic gap is conversion; findings can sit in decks rather than shaping the next planning decision, and tests get run without their learnings being institutionalised. This role closes that gap.
It is the translation layer between model outputs and market planning, adding the media context that makes a number mean something, and the custodian of the learning agenda’s evidence base. Where the Measurement Operations Manager owns the data going in, this role owns what comes out.
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