Consumer Intelligence

Descripción de la empresa

We are Digitas, “The Connected Marketing Agency”, and as part of Publicis Communications, the creative hub of Publicis Groupe, the world's most valuable communications group, we are tirelessly committed to helping brands better connect with people through our motto “Truth. Connection. Wonder. We blend fantasy and truth with media, technology, data and creativity to welcome great possibilities in the modern world of advertising. We seek to make better connections and achieve powerful results through ideas that excite, provoke and inspire. We are unicorns proud to be endlessly curious and transparent, examining human behavior to create authentic connections between ambitious brands and consumers. 

Descripción del puesto

In Bogotá – Colombia, we are looking for a person for the Consumer Intelligence position. With at least 2 years of experience in the role in advertising agencies, marketing, or consulting firms. With a professional background in Industrial Engineering, Business Administration, Marketing, Economics, or related fields with an analytical focus, your mission will be centered on searching for, analyzing, and understanding the consumer in order to provide relevant and actionable information through the use of different research tools and methodologies. This will allow transforming data into strategic insights, connecting findings with real business opportunities, and facilitating decision-making based on comprehensive information processing and analysis.

Responsabilidades

• Identify and define key consumer segments based on demographic, psychographic, and behavioral data.
• Develop detailed audience profiles to guide marketing and product strategies.
• Collect and analyze data from various sources (surveys, social media, web analytics, etc.) to identify patterns and trends in consumer behavior.
• Use advanced analytics tools and big data software to extract actionable insights.
• Conduct comparative analysis and benchmarking of direct and indirect competitors.
• Evaluate competitors’ market strategies and their impact on consumer behavior.
• Stay up to date with emerging trends in the market and industry.
• Conduct qualitative and quantitative market research to anticipate changes in consumer preferences and needs.
• Coordinate and lead research projects across multiple areas of the organization, ensuring the integration of insights into relevant functions.
• Facilitate collaboration between internal and external teams to maximize the effectiveness of research projects.
• Prepare detailed reports and presentations for clients on key findings and strategic recommendations.
• Clearly and persuasively communicate market insights to internal and external stakeholders, supporting strategic decision-making.
• Ensure compliance with company processes, policies, and procedures at both local and regional levels.

 

Cualificaciones

 

• Ability to integrate and compare data from multiple sources to obtain a holistic view of consumer behavior.
• Advanced experience using audience and consumer behavior analysis platforms such as TGI (Target Group Index), Ecar, Ibope, Comscore, Netbase, and Brandwatch, as well as social media monitoring and sentiment analysis tools such as Hootsuite, Sprout Social, Talkwalker, and Mention, relevant to the role.
• Hands-on experience with tools such as TGI, social listening platforms, and audience intelligence tools like Pulsar and StatSocial.
• Proficiency in analytical tools such as Google Analytics, Adobe Analytics, SQL, and R/Python for data analysis; experience with data visualization tools such as Tableau, Power BI, and Google Data Studio to create interactive dashboards is a plus.
• Experience conducting qualitative research, including focus groups, in-depth interviews, and content analysis; as well as quantitative research, such as surveys and statistical analysis, to derive actionable insights.
• Conversational English proficiency (B2–C1 level).

 

Información adicional