Momo J.
Analyst, Insights @ Guideline | Media Spend & Pricing | Ad Tech
- Role
- Analyst, Insights at Guideline
- Location
- Bellevue, WA, US
- LinkedIn followers
- 500 followers
About Momo J.
I am an Analyst of Insights at Guideline, a leading media planning and data company.
Experience
Analyst, Insights
Jan 2024 — Present · New York, NY, US
Designed and delivered comprehensive reports on media spend, digital pricing, and national TV eCPMs, analyzing details across media types (e.g, digital, linear TV, OOH), categories (e.g, CPG, Pharmaceuticals, Automotives), and buying methods (e.g, programmatic, direct, upfront, scatter) in six key markets (US, CAN, AU, UK, NZ, CHN) to guide industry budget planning and trend analysis.Managed NFL and NBA seasonal reports, creating detailed game-by-game revenue grids using Excel (VLOOKUPs, pivot tables, macros, and other advanced functions) and integrating them with Guideline’s database (the original SMI dataset); enhanced reports with Tableau visualizations and scenario forecasting to identify trends and best practices. Executed timely, client-requested ad-hoc analyses for projects such as award show rate comparisons, retail media performance, and programmatic buying evolution, collaborating with internal teams and clients to ensure accuracy and resolve data discrepancies.Presented complex data findings to internal and external stakeholders through professional presentations and regular HubSpot outreach, ensuring clarity and impact of communicated insights.Innovated reporting processes using tools like Tableau and Canva to meet diverse marketing and sales needs, optimizing data visualization and report accessibility for various audiences.
Education
Tianjin University
Bachelor's degree, Finance, Economics
2016 — 2020
NYU Tandon School of Engineering
Master's degree, Management of Technology
2020 — 2022
The Affiliated High School of South China Normal University
High School Diploma
The London School of Economics and Political Science (LSE)
Summer School, corporate finance
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