About the position
AARP is the nation's largest nonprofit, nonpartisan organization dedicated to empowering people 50 and older to choose how they live as they age. With a nationwide presence, AARP strengthens communities and advocates for what matters most to the more than 100 million Americans 50-plus and their families: health and financial security, and personal fulfillment. AARP also works for individuals in the marketplace by sparking new solutions and allowing carefully chosen, high-quality products and services to carry the AARP name. As a trusted source for news and information, AARP produces the nation's largest-circulation publications, AARP The Magazine and the AARP Bulletin. Data & Analytics leverages business intelligence gained through advanced data analytics in order to maximize AARP's marketing and communications results. This includes using data science, data engineering, predictive modeling, and market analytics to guide data-driven decision making. As a Marketing Analytics Intern, you will play a crucial role in enhancing our organization's ability to measure, analyze, and optimize marketing performance. You will engage with advanced analytical methodologies, including attribution modeling, media mix modeling (MMM), incrementality testing, and audience segmentation.
Responsibilities
- Develop and optimize multi-touch attribution (MTA) frameworks to align with media mix modeling (MMM) findings to further refine the evaluation of marketing channels
- Collect, clean, and prepare data for testing/modeling and future reporting, ensuring data quality validation and documentation are top-notch
- Analyze model outputs to provide actionable recommendations for marketing strategy (including campaign and tactic) improvements; interpret test results and highlight key findings to enhance future campaign planning
- Evaluate, design, and recommend experiments to measure the incremental impact of marketing tactics; support the interpretation of test results, highlighting key findings to enhance future planning
- Conduct in-depth analyses of customer data to develop robust audience segments and collaborate with marketing teams to recommend tailored strategies for each segment
- Work with various teams to ensure analytical outputs align with business needs and document workflows and insights for the team
Requirements
- Pursuing a bachelor's or master's in marketing analytics, data science, statistics, business, or related field
- Strong interest in marketing analytics, data-driven decision-making, and a proactive and collaborative attitude
- Familiar with statistical and data analysis concepts, with a willingness to learn (given current advances in AI)
Nice-to-haves
- Proficient in Python, R, or SQL
- Experienced with Databricks, Funnel.io, Tableau, Power BI, or similar platforms and tools
- Familiar with Adobe Analytics and/or Google Campaign Manager data
- Knowledgeable in experimental design and marketing measurement methodologies (e.g., incrementality testing, MMM, MTA)
Benefits
- The hourly range is $18 for undergraduates, $21 for graduate students, and $28 for Ph.D. candidates
- Internships are non-exempt positions and are not eligible for employee benefits
