A day in the life of a senior data analyst

Jack joined MI Media earlier this year in the new role of senior data analyst to support the increasing volume of data analytics and modelling work the agency is undertaking for clients including The Children’s Society and Kindred. Here he gives us insights into what life is like as a senior data analyst at MI Media.

What led you to a career in media?

I completed my master’s in business analytics which opened me up to the world of data science, specifically the utilisation of machine learning & AI and the power this has in enforcing data driven decisions. My course looked at business across all industries, so I came out of uni being able to apply my skills to any industry and initially got a job in a Proptech company.
I had a real flair for econometrics, so when I was approached regarding a role at OMD UK that would use my data science skills, although I didn’t know much about media, I was intrigued. I had an interest in how these solutions led to businesses making smarter decisions around their marketing investment. I had an idea of how data would drive the media choices and strategy.

At MI, I’m leading the progression of data science at the company, solving clients’ problems and educating them about the tools that can be used to overcome problems using data. I helped to launch MIDAS, our all-in-one decision-making data framework that analyses and harnesses data to inform reactive and data driven decisions for clients and media teams. I also work on transforming companies’ data infrastructure, helping to automate the importation of data using Azure which allows quicker and more efficient decisions.

What does a typical day look like for you?

My days at MI tend to be very varied. I am often working on proposals for data science solutions and dealing with internal client requests regarding problems that can be solved with data science. It could be anything from developing and enhancing MIDAS to ensuring the smooth onboarding of clients, to continuing the advancement in data automation through the platform.
I collaborate every day with our media planning & buying teams throughout the whole of MI. They work with me to determine the right tools to suggest at right time; based on budgets, the problem in hand and data availability.

What advice would you give to someone looking to become a data analyst or data scientist?

Don’t stop learning about evolving technologies and techniques in the data science sphere. Become very familiar with how different data science techniques are used and the value they can bring. Your learning will be accelerated through experience in the industry. There are patterns in client problems therefore, once you understand a range of solutions, you can often apply these to many problems. Starting off in a company where I was learning from experts, such as an established data team, really helped me advance my skills and experience. Don’t be scared of suggesting innovative ideas or modifications to make solutions more effective.

Who’s your role model and why?

Robbie Williams is someone who springs to mind. Mainly because, after watching the documentary on Netflix about his life, it really brought out his determination and the way he dealt with his fears. I found it inspiring how he overcame those fears. Often, he would throw himself in the deep-end and run head-first into situations. But, as he’s gotten older, he’s become more emotionally intelligent and able to understand his own emotions and feelings.

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