Principal Analyst (MMM)

About WPP Gain Theory is part of WPP , the trusted growth partner for the world's leading brands. Powered by exceptional talent and our agentic marketing platform WPP Open, WPP unites cutting-edge media intelligence and data solutions, creativity, production, enterprise solutions and expert strategic counsel. The opportunity: You will support senior colleagues in achieving the efficient delivery of client projects. Typical responsibilities and duties are the collection and preparation of data, contributing to the finalisation of models, writing results and implications and SFX creation. Your role as Principal Analyst is to take responsibility for and oversee other analysts. You will also be expected support the development of analysts through the Training Academy, Knowledge Shares and feedback. Principal Analysts should develop relationships with their counterparts client side and be able to communicate Gain Theory approaches and brand beliefs. What you’ll be doing: Working with data: Data extraction and manipulation, data analysis and validation, batch files, programming • Undertake data extraction, manipulation, and data analysis to understand the marketplace and client context relevant to each project. • Analyse all datasets to ensure that each KPI is understood and can be explained back to the team. • Ensure that all tables, charts and other information produced by you, or others has been checked for accuracy and formatted to GT standards before passing on to senior project team. • Be responsible for data collection including preparation and sending of data requests, chasing outstanding data and querying data with clients and agencies. • Ensure that ROVA input files are structured to meet requirements of project (e.g. order and number of variables, exclusion of unnecessary variables) • Ensure that all outputs are checked for accuracy by analysts; record any checks made. • Proficiency in using data extraction tools (i.e. Advantage, AdDynamix, Sysomos, Google Trends, Google Analytics, Double Click) and able to teach others in their use. Be aware of alternatives and the PROs / CONs of the tool. • Proficiency in using Excel/SQL/Python/Pandas/Analytics Workbench to process, transform, create variables and build models. Be or be working towards expert knowledge in a selection of these tools / approaches. Building Models: Model building and validation, sales effects calculations, ROIs, media optimisation • Oversee the building of comprehensive base models according to the project specification, incorporating all drivers of KPIs, providing rationale for variables entered, understanding coefficients and SFX. • Taking base models, oversee or build in additional improvements and progress the model towards finalization. • Calculate sales effects throughout the project to check results and assess their correctness, i.e. does media contribution make sense? Report to project team on preliminary findings and observations • Create sales effect/ ROI workbook, ensure it is easy to follow and all links are correct. • Create response curves and optimisation spreadsheets or alternatively use available tools for budget allocation. Run scenarios required to answer client objectives. • Validate models, identify areas of weakness, suggest and test possible improvements and ensure robustness and validity. . Creation of presentations: Content creation, summary of findings, accuracy checks • Create content as specified by project lead, taking responsibility for entire sections rather than focusing on just factual and data slides. • Assist in the creation of all areas of the deck as directed. • Ensure that all content is checked for accuracy and that it is correctly labelled, complete and ready for delivery to client. • Summarise