Audience & Marketing Insights Analyst

The Hoover Institution at Stanford University is seeking an Audience & Marketing Insights Analyst to join its Marketing and Communications team. The role builds data pipelines and models connecting marketing platforms, analyzes audience and campaign performance, designs experiments, and translates complex data into actionable recommendations for content, distribution, audience acquisition, and investment decisions.

What you'll do:

• Build and maintain automated ELT pipelines that bring data from HubSpot, GA4, social, video, podcast, paid media, and event platforms into BigQuery through APIs and native integrations, replacing manual exports
• Organize marketing and audience data in BigQuery using a medallion architecture, developing Dataform transformations that turn raw and semi-structured data (such as the GA4 event export and JSON API responses) into cleaned, reporting-ready tables
• Document data models, shared identifiers, transformation rules, and metric definitions in a data dictionary so that marketing, audience, CRM, web, and content data connect reliably
• Monitor pipelines and data freshness so that failures are caught before they affect reporting, and manage code in Git and GitHub so the work stays reproducible, maintainable, and transferable to others
• Handle audience and contact data, credentials, and system access responsibly and in accordance with Stanford privacy and information security policies and applicable regulations
• Ensure campaigns, content, and audience initiatives launch with appropriate tracking, tagging, and measurement plans, and maintain consistent campaign naming and UTM conventions
• Define GA4 event and data layer specifications in partnership with web developers, and QA tracking implementations using tools such as Google Tag Manager preview mode and GA4 DebugView
• Resolve tracking and data-quality issues with Hoover’s web team and external partners, and investigate discrepancies between GA4, HubSpot, and platform-reported figures before conclusions are presented to stakeholders
• Characterize who Hoover is reaching (for example, by geography, profession, content interests, and relationship with Hoover) and how effectively it reaches its priority audiences, using CRM, web, platform, event, and survey data
• Develop measurement frameworks, KPIs, and benchmarks for reach, resonance, and relationships that distinguish high-volume activity (passive impressions and views) from engaged reading, viewing, and listening
• Analyze cross-channel audience journeys from social media, search, paid media, video, podcasts, and earned exposure into Hoover-owned channels such as Hoover.org, email, and events
• Develop audience cohorts and segments based on acquisition source, content interests, behavior, and relationship with Hoover

What they're looking for:

• The ideal candidate pairs genuine marketing judgment (about how audiences discover ideas, how content and campaigns are planned and distributed, and how marketing teams make decisions) with the hands-on technical skills to build and use the data foundation behind that judgment: connecting Hoover's platforms through APIs and ELT pipelines, modeling data in BigQuery and Dataform, interpreting GA4 and HubSpot data correctly, and applying the right statistical tests
• • Identify and select usable data from subtle and complex data patterns. Assess and produce relevant, standard, or custom information (reports, charts, graphs, and tables) from structured data sources by querying data repositories and generating the associated information
• • Utilize fundamental processes and methods to validate data to ensure high quality product
• • Develop and produce dashboards, key performance indicators, and other recognized metrics used to monitor and report organizational performance
• • Collect, manage, and clean datasets using an extraction and reporting programming language to ensure data integrity
• • Research and reconcile data discrepancies occurring among various information systems and reports
• • Collaborate with data managers to define and implement data standards and common data elements for data collection
• • Assist with identifying new sources of data and methods to improve data collection, analysis, and reporting
• Bachelor's degree
• One year of experience or a combination of education and relevant experience
• Experience in a quantitative discipline such as economics, finance, statistics, or engineering
• • Basic knowledge and demonstrated experience using and applying analytical software, database management system software, database reporting software, database user interface and query software, and data mining software