Lead Technical Consultant - Digital Analytics - North America, San Francisco, California

Agency GroupM
Created 10/08/2021
Reference oX5JgfwL_13
Category Analytics
Job type Full-time
Country United States
State California
City San Francisco

Position at Acceleration


Acceleration is WPP's specialist practice for Google Marketing & Cloud Platforms. We are a curious team of highly skilled data and technology practitioners, inspired by experimentation and new ideas. This is the lifeblood of the future-forward solutions we deliver, that empower our clients to compete every day, in a dynamic environment. And it is the reason we have become trusted advisors to CEOs, strategic partners to CMOs, and operational partners to CIOs, around the globe.

We help clients leverage the power of Google's Marketing and Cloud platforms to transform their marketing organizations and accelerate growth. With access to expert consultancy services and a deep bench of specialized skills, we deliver what marketers need to compete effectively, increase efficiency, and drive growth. We are well known for our open, transparent, and honest relationships with clients. We identify opportunities for innovation while remaining firmly grounded in business reality. We demystify complex tasks and impart knowledge without hype or pretense, and we shape marketing ecosystems to drive growth through the intelligent application of data and technology. Most importantly, we speak in specifics and get the job done.

Our contribution is measured by our clients' success. We understand that speed to value is critical. This is why we release value at every step of the process. Every day we build our skills and hone our craft to get our clients the results they deserve.

We are Acceleration: We turn bold ambition into business reality.


The Lead Technical Consultant will be key for designing measurement frameworks and implementing data collection techniques for Clients. As the lead technical consultant, you will work with clients to identify core measurement needs and document and translate those into delivery of implementation projects across a variety of marketing technology solutions including digital analytics solutions. The successful candidate will be an expert in identifying and developing data collection strategies to support standard and ad-hoc reporting on key performance indicators that directly measure online campaigns, website and conversion funnel performance.


Acceleration is part of WPP, the world's largest advertising and marketing services group. Clients come to us to solve today's biggest challenges, surrounding the use of data and technology, to support delivery of improved digital marketing experiences for their customers, across paid, owned and earned environments. The lead technical consultant will have a background in technical applications across multiple disciplines including digital technology, mobile, digital marketing, and SaaS based solutions and databases. Predominantly, the focus will be for our key partner, Google, and implementation of solutions like Google Analytics 360 but a plus will be of having knowledge more broadly with respect to technologies like CDPs and experience analytics solutions. Knowledge of the Google Marketing Platform as well as how Google Cloud can improve marketing efforts is a strong bonus.


We are looking for a lead technical consultant to offer domain expertise and client support for our NA market. You will work closely with stakeholders and various client-side departments to oversee design, development, and validation of Analytics data for the Google Analytics platform which may be deployed through a variety of tag management solutions client-side as well as server-side.

This role focuses on the design and implementation of customized analytics and attribution strategies as well as creating training and deployment processes that scale globally. This includes the assessment of user-level data and integration with real-time technologies; formulating testing mechanisms to measure and optimize media performance; and overseeing the execution of recommendations for optimal performance across the wide base of paid and unpaid, online and offline media channels that our clients leverage.

The candidate will have the ability to lead implementation projects as well as deploy the solution themselves and analyze the outcomes. Understanding how to write business requirements documentation in addition to technical documentation for deployment will be required so that the line of communication between product managers and technical teams will be open and best practices followed.

  • Hands on implementation of clients' analytics accounts including tagging, properties, user management, dashboards, and reporting
  • Plan, design and implement data analytics across a portfolio of digital channels and platforms in the Google Analytics 360/GA4 suite
  • Escalation point for Digital Analytics Consultants
  • Architect client-side "source of truth" such as a Behavioral/Digital Analytics and Marketing Intelligence platform or dashboard
  • Source key customer insights through data and testing to define KPIs and inform our digital campaigns
  • Establish standard processes for clients' digital properties to set up, maintain and track data for reach, engagement, performance and other behavior metrics
  • Translate the result of the attribution model/testing towards action partner with our internal team, to drive value across the Marketing channels being tracked; support diverse stakeholders by generating custom reports according to business needs
  • Work with developers and product owners to determine appropriate metrics and behavior to track new and existing properties
  • Nurture clients' understanding of the importance of building & testing an attribution strategy across media buys; act as a consultative resource to help clients understand what their own testing models should look like
  • Understand and deploy integrations between analytics platforms and external data from POS systems, advertising networks, CRMs, location-based tracking, and offline paid media - predominantly deterministic, potentially probabilistic models
  • Drive towards higher effective rate between client value and costs; build efficiencies into repeatable processes and scale globally
  • Educate internal teams on existing/new features and capabilities in Google Analytics and other analytics software to support fulfillment; train employees and offer platform expertise; define roadmap for long-term Customer Analytics needs

  • 5+ years hands-on experience with Google Analytics 360 and tag management solutions (Google Tag Manager, Tealium, Adobe Launch, Ensighten, etc.)
  • Experience in implementing and working with tag managers to deploy Google Analytics 360/GA4
  • Installation & Architecture experience with Google Analytics (360), GA4, Tealium IQ, Adobe Launch. Adobe Analytics, Data Studio, C3, Salesforce, Adobe Target, Monetate, Quantum Metric, Optimizely, Google Optimize, Tableau, Looker, and any other analytics & visualization platforms
  • Able to read/write basic HTML/HTML5 /CSS/JavaScript, other front-end languages (Python, NodeJS, PHP, etc.), and ability to query large databases (SQL)
  • Bachelor's degree in Computer Science, Management of Information Systems, Math, or Statistics/Economics or other relevant fields
  • Excellent analytic, quantitative and problem-solving skills with proven ability to deliver actionable insights
  • Proficient in computer applications used to manipulate large datasets to analyze, test, validate and report public web usage data
  • Able to relay technical requirements to engineers for execution of custom code
  • Experience reading API documentation and understanding the technical requirements for implementation with other platforms
  • Experience in tag architecture analysis and using tagging platform(s) to execute proper data flow
  • Ability to explain architecture proposals to non-technical audiences and communicate business value of suggested ideas & plans
  • Strong communication and presentation skills
  • Passionate about working in an extremely fast-paced, demanding, and fluid start-up environment as well as having a desire to build a company up from an early stage


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