Marketing Business Analyst

Ad Tech Business Analyst

This position acts as the critical liaison between marketing, development teams, and external partners, ensuring the successful planning, research, and execution of ad tech initiatives. The BA will focus on ad technology implementations, including pixel tracking, compliance with privacy laws, and new digital advertising initiatives.

Work closely with the marketing team to gather and document requirements for ad tech pixel implementation (Ex- Facebook, Floodlight) which involves placing 250-350 new tags across various pages on aa.com.

Translate business requirements into clear, concise technical specifications and implement or update tags.

Investigate issues with pixels not firing properly due to changes on application pages.

Work collaboratively with the application product teams to ensure that ad tech placements are functioning as expected.

Partner with the legal and privacy teams to ensure all ad tech implementations comply with applicable privacy laws (GDPR, CCPA, etc.).

Regularly monitor compliance to ensure ongoing adherence to privacy regulations and industry standards.

Oversee the execution of the switch-over with developers and ensure proper testing is done for pixel functionality.

Lead initiatives like the LiveRamp Authenticated Traffic Solution (ATS) by coordinating with the LiveRamp vendor to understand the new solution and its implementation requirements.

Experience in enhanced Conversion and CAPI, assessing implementation requirements, technical feasibility, and alignment with business needs and privacy regulations.

Implement innovative solutions to optimize ad tech initiatives.

Define success metrics for each initiative and collaborate with data teams to monitor, report, and analyze campaign performance.

Maintains detailed documentation of pixels and measurement strategies.

Establish best practices for ad tech work and data quality on the online channels, configuring analytics technology, and interpreting data.

Work with marketing stakeholders to understand business goals needs and develop viable solutions tracking requirements.

Work with vendors and internal teams to develop reporting strategies and ensure data is being collected properly and accurately.

Qualifications

Bachelor's degree in: Statistics, Mathematics, Computer Science, Marketing, or related field

• 1-3 years of experience in ad operations, digital marketing, or web analytics.
• Familiarity with HTML, JavaScript, and other web technologies related to ad tech.
• Experience with Tealium Tag Manager or similar tools.
• Experience managing analytic and/or development projects.
• Experience with dynamic pixel implementations and familiarity with tools like LiveRamp, Enhanced Conversion, and CAPI.
• Experience working with external vendors to ensure successful implementation of ad tech solutions.
• Awareness of best practices for tracking and attribution in a cookie less environment.
• Ability to manage multiple projects simultaneously with a focus on delivering results within established timelines.

Additional Experience

• Experience in ad operations, digital marketing, or web analytics.
• Experience in implementing tracking pixels (e.g., Facebook Pixel, Floodlight) on websites.
• Familiarity with HTML, JavaScript, and other web technologies related to ad tech.
• Experience with Tealium Tag Manager or similar tools.