Audience Intelligence & Analytics

Software Guidance & Assistance, Inc., (SGA), is searching for an Audience Intelligence & Analytics for a CONTRACT assignment with one of our premier Consumer Product Goods clients in CT, NY


Our client is seeking an Audience Intelligence Reporting & Analytics Contractor to support the Audience Intelligence, AI & Segmentation function. This role will consolidate consumer, audience, campaign and channel data into reliable reporting, dashboards and actionable insights that enable faster, evidence-based decisions across the consumer journey.


The contractor will work across Consumer Experience, CRM, Digital, Media, Commercial, Consumer Insights, ID&A, Loyalty, Technology and external partners. The role is execution-focused and will support, rather than own, enterprise strategy, predictive model governance, Responsible AI, architecture, investment decisions or people leadership.



What You Will Do

Audience & Segmentation Analytics

• Conduct audience sizing, profiling, overlap, penetration and movement analysis across priority consumer segments.
• Evaluate behavioral, demographic, transactional, engagement, loyalty and channel characteristics that differentiate audiences.
• Assess segment quality, distinctiveness, activation potential and downstream performance.
• Analyze audience overlap across campaigns and journeys to support prioritization and reduce unnecessary consumer contact.
• Support development and evaluation of rule-based, modeled and partner-enriched audiences.
• Partner with Audience Intelligence leads, ID&A and external partners to translate audience findings into actionable targeting and activation recommendations.

Audience reporting and measurement

• Automate repeatable analysis and reporting workflows to reduce manual preparation and increase time available for deeper analytical work.
• Monitor audience size, growth, reach, activation and funnel performance; identify trends, anomalies and opportunities requiring deeper analysis.
• Prepare clear performance summaries and leadership-ready insights that explain what happened, why it matters and what action should follow.

Audience, campaign and journey analytics

• Analyze audiences using behavioral, demographic, transactional, engagement and channel data.
• Measure activation across CRM, web, media, loyalty, retail, CSC and other consumer channels, including funnel progression and test/control results where applicable.
• Connect audience performance to key lifecycle stages, including acquisition, trial, onboarding, engagement, conversion, loyalty, retention and reactivation.

Predictive & AI-Enabled Audience Analytics

• Support analysis and business measurement of propensity models, recommendation engines, Next Best Action and AI-enabled audience solutions.
• Evaluate model-selected audiences against business-as-usual or rule-based audiences where appropriate.
• Track audience volumes, activation rates, conversion, incremental performance and lifecycle outcomes.
• Escalate material data or performance changes to the appropriate model, data or business owner.
• Support analytical use cases that improve the speed, accessibility and repeatability of audience insights.

Data Quality, Business Requirements & Continuous Improvement

• Perform ongoing data-quality validation across CDP and consumer data, identifying missing, inconsistent, duplicated, stale or unexpected data that could affect audience segmentation, activation and measurement.
• Monitor critical consumer attributes, audience logic and data flows to identify issues before they impact downstream campaigns, analytics or consumer experiences.
• Translate business needs and use cases into clear data and technical requirements, including required attributes, business rules, acceptance criteria and expected outcomes.
• Serve as a bridge between Consumer Experience and technology/data teams, ensuring business requirements are understood, technically feasible and implemented as intended.
• Coordinate investigation and resolution of data-quality issues with CDP, ID&A, technology and other relevant teams, and validate fixes from a business and data perspective before closure.
• Maintain clear documentation of data definitions, business rules, data dependencies, known issues and quality-control procedures.
• Identify opportunities to improve data reliability, monitoring, automation and issue-detection processes across audience and consumer-data use cases.

Required Qualifications

• Approximately 4-7 years of relevant experience in advanced analytics, consumer analytics, marketing analytics, audience intelligence, data science, CRM analytics or a related field.
• Bachelor's degree in Data Science, Statistics, Analytics, Computer Science, Economics, Business, Marketing, Information Systems or a related discipline, or equivalent relevant professional experience.
• Advanced proficiency in SQL, with demonstrated experience querying, joining, transforming and analyzing large, complex consumer or behavioral datasets. SQL will be a core part of the contractor's day-to-day responsibilities.
• Strong experience conducting consumer and audience analytics, including segmentation, profiling, behavioral analysis, funnel analysis, cohort analysis, targeting and activation measurement.
• Working knowledge of machine learning and predictive analytics, with experience interpreting and evaluating outputs from models such as propensity, classification, clustering, recommendation or similar consumer-focused models.
• Experience using analytical methods to identify consumer patterns, drivers, opportunities and actionable audience insights, rather than solely producing recurring reports.
• Experience developing KPI frameworks, analytical measurement approaches and performance reporting across consumer journeys, campaigns, audiences or loyalty programs.
• Proficiency with data visualization and business intelligence tools such as Power BI, with strong ability to communicate complex analytical findings clearly to both technical and non-technical audiences.
• Strong business acumen and analytical storytelling skills, with the ability to translate business questions into analytical approaches and convert findings into clear implications and recommended actions.
• Experience partnering across business, analytics, data science and technology teams, including translating business needs into data and analytical requirements.
• Strong attention to data quality, analytical rigor, documentation and reproducibility, with the ability to independently identify and investigate unexpected data or results.
• Ability to manage multiple analytical priorities independently in a fast-paced, cross-functional environment.

Preferred Qualifications

• Experience with CRM, CDP, marketing automation, audience activation or digital analytics platforms.
• Experience working with first-party consumer data, Consumer 360 datasets or online and offline data integration, Treasure Data preferrable.
• Experience measuring omnichannel campaigns, loyalty programs, lifecycle journeys or predictive-model use cases.
• Familiarity with data privacy, data governance, model monitoring and Responsible AI concepts.
• Experience in consumer products, retail, e-commerce, loyalty, regulated industries or enterprise environments.

Key Deliverables During the Engagement

1. Audience Intelligence & Analytics: Audience sizing, profiling, segmentation, overlap, lifecycle and performance analysis.
2. Activation & Journey Measurement: Measurement connecting priority audiences to activation, engagement, conversion, loyalty and retention outcomes.
3. CDP Data Quality & Validation: Proactive monitoring and validation of consumer attributes, audience logic and critical data flows.
4. Analytics Automation: Reusable SQL, Python, dashboards and automated analytical processes that reduce manual work and accelerate insights.
5. Predictive Analytics Support: Evaluation and monitoring of segmentation, propensity and AI/model-driven audiences and their business performance.
6. Business Translation & Requirements: Actionable insights and clearly defined data/technical requirements that bridge business needs with CDP, ID&A and technology teams.

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