Senior Data Analyst

Senior Data Analyst Primary Job Responsibilities: Zeta is looking for an exceptional Senior Business Analyst, Marketing Effectiveness to join our team in Hyderabad, India. This role is ideal for a business-minded analytics professional who can connect marketing strategy, measurement, and performance insights to practical business decisions. The Senior Business Analyst will work closely with teams in India and the USA to shape marketing test plans, evaluate campaign outcomes, and identify the drivers behind business performance. This role requires strong business judgment, comfort working with data, and the ability to turn complex measurement findings into clear recommendations that help stakeholders make informed decisions. Responsibilities: Partner with marketing and cross-functional stakeholders to define business questions, shape test-and-learn plans, and ensure measurement approaches are aligned to decision-making needs. Support the design and evaluation of marketing tests, including A/B tests, holdout strategies, geo tests, and other structured approaches to understand what is driving performance. Build a strong understanding of marketing measurement practices, including incrementality, attribution, and performance tracking, to assess campaign effectiveness with confidence. Analyze campaign and channel performance across audiences, offers, and customer journeys to identify trends, explain outcomes, and highlight opportunities for improvement. Help establish causal understanding by connecting test results, measurement frameworks, and business context to determine what is truly driving outcomes. Translate analytical findings into clear business insights, executive-ready summaries, and actionable recommendations that support optimization and investment decisions. Work across analytics, marketing, client success, and operations teams to improve consistency in measurement, reporting, and interpretation of results. Contribute to the development of best practices, frameworks, and repeatable approaches for evaluating marketing performance and business impact. Requirements: Strong understanding of marketing measurement, performance analysis, and test design, with th e ability to connect analytical work to business questions and decisions. Ability to evaluate campaign and channel performance in depth, identify key drivers, and communicate what the results mean for the business. Comfort working with data and analytical tools such as SQL, Excel, and BI platforms to investigate performance and support measurement needs.