Marketing Attribution Manager

Date Opened: Nov 20, 2021

Location: Remote, Remote, US

Company: Allstate Insurance Company

The world isn’t standing still, and neither is Allstate. We’re moving quickly, looking across our businesses and brands and taking bold steps to better serve customers’ evolving needs. That’s why now is an exciting time to join our team. You’ll have opportunities to take risks, challenge the status quo and shape the future for the greater good.

You’ll do all this in an environment of excellence and the highest ethical standards – a place where values such as integrity, inclusive diversity and accountability are paramount. We empower every employee to lead, drive change and give back where they work and live. Our people are our greatest strength, and we work as one team in service of our customers and communities.

Everything we do at Allstate is driven by a shared purpose: to protect people from life’s uncertainties so they can realize their hopes and dreams. For more than 89 years we’ve thrived by staying a step ahead of whatever’s coming next – to give customers peace of mind no matter what changes they face. We acted with conviction to advocate for seat belts, air bags and graduated driving laws. We help give survivors of domestic violence a voice through financial empowerment. We’ve been an industry leader in pricing sophistication, telematics, digital photo claims and, more recently, device and identity protection. We are the Good Hands. We don’t follow the trends. We set them.

Job Summary

The Marketing Decision Science team drives data-driven strategy and decision-making across lead-generating programs through machine learning, advanced analytics, testing, and optimization. This team develops data-driven solutions for optimal lead purchasing and lead routing across our main lead-generating programs such as lead aggregator click, call, and search engine campaigns. Our analytics solutions are rooted in the Enterprise Lifetime Value strategy and production growth goals. To do so, we partner with the performance media and lead management teams to ensure leads are purchased efficiently and routed to the appropriate sales channel based on consumer preferences.

As a Marketing Attribution Manager, you will lead the development of attribution models across all lead-generating programs. You will ensure the lead optimization strategies are meeting the targeting return on investment and growth goals. To be successful in this role, you have experience developing attribution models – including, but not limited to, Marketing Mix Modeling and multi-touch attribution. To develop the attribution system, you will work closely with a team of data scientists, data engineers, analysts, and media buyers. This team will be responsible for standardizing the data across all lead partners, developing attribution models and performance dashboards, and communicating the results to various stakeholders. To thrive in this role, you will be analytical and creative, resourceful, and most importantly, data driven. 

Key Responsibilities

Develops and builds alignment around data-driven attribution across lead programs

  • Develops attribution model to identify performance across all lead programs
  • Builds alignment for vision and strategy of using machine learning/predictive modeling, optimization and data with business partners to determine the success across all lead programs
  • Fosters relationships and engages resources across departments to achieve goals
  • Leads efforts for continuous improvements with data, tools, methodology and processes
  • Serves as subject matter expert for marketing attribution inside and outside the department

Key Responsibilities (cont.)

Develops, leads, and continually optimizes attribution methodologies across lead programs

  • Translates vision and strategies into roadmaps and projects
  • Signs off on advanced modeling approaches and serves as the model risk business owner
  • Ensures projects are managed according to overall plan managing scope, mitigating risks and solving for project risks.
  • Effectively understands the business problems, requirements, and context in communicating findings to ensure models are well understood and incorporated into business processes

Key Responsibilities (cont.)

Builds and develops team dedicated to executing acquisition sophistication strategies

  • Manages tasks and projects across a disperse team
  • Identifies skill gaps and devises training plans to continuously develop within the team
  • Coaches, mentors and influences others to accomplish departmental goals
  • Actively seeks to connect resources across departments to share expertise educating teams on initiatives, strategy and models
  • Works to maintaining a friendly and collaborative work environment

Knowledge/Skills/Abilities/Experience

  • A degree of any level in quantitative field such as mathematics, physics, or computer science
  • Proven experience leading data science team and leading cross-functional projects
  • Proven experience applying data science projects within marketing
  • Proven ability to manage a highly technical team with the ability to oversee machine learning/predictive modeling and optimization projects
  • Proven experience with marketing attribution modeling – i.e., marketing mix modeling, multi-touch attribution
  • Proven knowledge of advanced techniques such as machine learning algorithms/decision trees
  • Ability to train, develop, and teach technical team members (data scientist, analytics engineers, analysts)
  • Ability to design in-market tests to understand causal impact
  • Proven ability to interpret and communicate complex concepts
  • Technical knowledge of digital advertising, marketing technology, and applying data science to auction-based bidding

The candidate(s) offered this position will be required to submit to a background investigation, which includes a drug screen.

 

Good Work. Good Life. Good Hands®.

 

As a Fortune 100 company and industry leader, we provide a competitive salary – but that’s just the beginning. Our Total Rewards package also offers benefits like tuition assistance, medical and dental insurance, as well as a robust pension and 401(k). Plus, you’ll have access to a wide variety of programs to help you balance your work and personal life -- including a generous paid time off policy. For a full description of Allstate’s benefits, visit allstate.jobs/benefits/

 

Learn more about life at Allstate. Connect with us on Twitter, Facebook, Instagram and LinkedIn or watch a video.

 

Allstate generally does not sponsor individuals for employment-based visas for this position.

 

Effective July 1, 2014, under Indiana House Enrolled Act (HEA) 1242, it is against public policy of the State of Indiana and a discriminatory practice for an employer to discriminate against a prospective employee on the basis of status as a veteran by refusing to employ an applicant on the basis that they are a veteran of the armed forces of the United States, a member of the Indiana National Guard or a member of a reserve component.

 

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