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Sr Director,Corp Insights,Advertising Research

Location:
New York, US - New York West 40th St

Req. Number:
24139

Date Posted:
2009/08/29
About Yahoo!



Think about impacting 1 out of every 2 people online--in innovative and imaginative ways that are uniquely Yahoo!. We do just that each and every day, and you could too. After all, it's big thinkers like you who will create the next generation of Internet experiences for consumers and advertisers across the globe. Now's the time to show the world what you've got. Put your ideas to work for over half a billion people.



Senior Director, Corporate Insights



The Senior Director of Corp Insights will be part of the Global Insights team driving strategic insights around how advertisers can benefit from the power of interactive media. This role includes:



• Media Analysis: How media is planned and purchased involves an understanding of audiences and their media choices. This role will drive research bridging the gap between the years of findings in traditional media and their analogs in online marketing. This could include work on impression equivalence, defining engagement and other interaction metrics, work with Media Mix Modeling, or other topics around how online can fit in an integrated cross media experience

• Data and Marketing Research: the Senior Director will represent the merger of modern web analytic approaches (how web pages are constructed and measured via tools like Omniture or panels like Comscore; how ad servers and ad networks work) with traditional media tracking approaches (understanding and experience with Primary Research, Nielsen TV panel, TNS tools, etc.)

• Ad Effectiveness: the Senior Director will own the global strategy and approach for how ad effectiveness is measured at Yahoo!. This work will also involve integrating research and relationships with industry groups, 3rd party research houses, and analysis vendors.

• Strategic Relationships: Beyond individual research projects, the Senior Director will drive a strategic vision with our research partners around the ways that industry standards and cooperation will drive shared findings. This will involve working with industry groups like the IAB and ARF, research vendors like Comscore and Nielsen, and metrics companies like Dynamic Logic and Insight Express. The Senior Director will be the strategic lead over how 3rd party tools are utilized, and where they fit in the Yahoo! experience



Based in New York City, NY, and working hand in hand with our Sales, Data and Product teams, Yahoo Research Labs, industry groups and our advertisers and agencies, you will drive how Yahoo! measures the impact of online advertising, integrates these measures with other media, and drive the industry on how to think about where online marketing fits into the overall marketing mix. Your insights and vision will help advertisers understand how to use both behavioral and survey data to understand how different creative and media choices drive audiences to change their behavior… and become an essential part of making Yahoo!’s marketing more relevant for consumers and more powerful for advertisers.



Responsibilities

• Drive research around how traditional media planners and advertisers would benefit from working with interactive media, including online video

• Own Yahoo’s global strategy around Ad Effectiveness, and manage a team focusing on evaluation and recommendation of different approaches based on internal and external capabilities

• Manage strategic partner relationships and negotiations for services, joint research, and industry advocacy with major industry groups

• Drive strategic and effective utilization of 3rd party media research tools, deriving insights for advertisers as well as enhancing Y!’s position in the market.

• Work with groups across Y! to integrate efforts across product teams, media sites, and quantitative and qualitative research

• Push incubation and fostering of 3rd party development of new measures and approaches to planning and analyzing online media

• Work to integrate knowledge from data-centric approaches (web analytics, behavioral targeting) with traditional media planning and tracking (demographics via panels, etc.) and with Market research



Experience Requirements:

• 9+ years in Market Research or Media Research

• Experience measuring Brand ad effectiveness from either client, agency, or service provider side. Experience with ad testing including test design and analysis, brand measurement, and purchase tracking across major categories

• Experience in fielding qualitative studies including metrics selection, vendor selection, analysis and final presentation, across surveys and lab studies

• Experience with major ad tracking vendors online (Dynamic Logic, etc.) as well as offline (IAG, etc.)

• Experience with major media and audience tracking vendors online (Comscore, etc.) as well as traditional (Nielsen, TNS, etc.)

• Understanding of different research methods and approaches: Panels vs. random sampling, Media Mix Modeling, creative testing, brand tracking, etc.

• Understanding of the basic technologies behind online marketing (web page construction and tracking, behavioral targeting, search marketing, etc.) as well as measurement tools in the online space

• Strong understanding of both the online and traditional media ecosystems

• Demonstrated capacity for leading a high performing team and engaging with senior management

• Experience in North American market at a minimum, experience in other markets a definite plus

• Familiarity with online data: how data is collected online, how web analytics tools work, how attribution is commonly performed for search and display marketing, what a cookie is and how it works, etc.

• Requires a Masters in Business or a related research field (Psychology, Economics, Operations Research (OR), etc.)

Preferred:

• Familiarity with some advanced analysis approaches and analytical tools (Advanced Modeling, for example) and tools (SPSS, Excel) a plus



Yahoo! Inc. is an equal opportunity employer. For more information or to search all of our openings please visit http://careers.yahoo.com.