Analyst-Developer for the Marketing Analytics Group at Lavka

Yandex Lavka is a major player in the grocery and household goods delivery market. The speed of growth here largely depends on the marketing and acquisition teams. Our analytics team is looking for an analyst-developer who will become a leader in user acquisition, help build a cost-effective system for working with channels and segments.

What tasks await you

Marketing Attribution and Key Acquisition Tools Lavka is available on many surfaces and platforms, and users can come from various channels to different sections of the service or product categories. We want to bring all this together into a fundamental yet detailed attribution model that will allow the business to flexibly manage acquisition at different levels. For monitoring acquisition, there is a separate dashboard, one of the most visited in Lavka, of which you will become a co-author. A significant update and expansion of the dashboard following the attribution model is one of the team's main tasks in the near future.

Acquisition Economics The business needs to understand the effectiveness of various campaigns and channels. As part of this area, you will build a process for regular incrementality measurements, determine the actual and target CAC, forecast LTV and, accordingly, the payback horizon of campaigns, and research the elasticity ranges of traffic channels. Each of these studies directly influences the business decisions made by the acquisition team.

Reach Channel Analytics Lavka's marketing plan includes not only performance channels but also large advertising campaigns taking place both in the capitals and in many other cities where the service operates. These campaigns use a wide range of offline channels and communications. The business strives to ensure that spending on such campaigns is justified and cost-effective, which means it is necessary to understand user response both to the campaign as a whole and to individual channels and formats. You will need to build models describing the synergy of advertising channels and give the business data-based levers to manage these channels.

More about analytics at Yandex — in the Yandex for Analytics channel

We expect that you

• Are proficient in SQL
• Can solve applied data analysis tasks in Python
• Are familiar with BI systems: DataLens, Tableau, Power BI
• Have launched and analyzed A/B tests
• Are familiar with the terms LTV, CAC, ROI
• Are communicative and can solve tasks not only independently but also in a team

Will be a plus

• Have built predictive ML models
• Have been a mentor or managed a team