Principal Analyst, Aggregator & Vertical Search Analytics

Why Join GEICO? At GEICO, we offer a rewarding career where your ambitions are met with endless possibilities. Every day we honor our iconic brand by offering quality coverage to millions of customers and being there when they need us most. We thrive on relentless innovation to exceed our customers' expectations while making a real impact on local communities nationwide. Founded in 1936, GEICO is a member of the Berkshire Hathaway family of companies and one of the largest auto insurers in the United States. When you join our company, we want you to feel valued, supported, and proud to work here. That's why we offer the GEICO Pledge: Great Company, Great Culture, Great Rewards, and Great Careers. Principal Analyst, Aggregator & Vertical Search Analytics Team: Marketing Analytics Reports To: Director, Performance Analytics (Senior Director, Marketing Analytics until the Director is in seat) Role Summary GEICO is one of the most recognized brands in American insurance, and a growing share of shoppers start on comparison and marketplace surfaces before they ever visit an insurer’s site. As Principal Analyst, Aggregator & Vertical Search Analytics, you will be the analytics expert behind GEICO’s presence on those surfaces, including vertical search and comparison placements, insurance aggregators, and marketplace and lead-generation partners. You will measure what each partner truly delivers, compare very different sources of volume on equal terms, and turn the results into decisions on where to invest, bid, and negotiate. You will report to the Director, Performance Analytics, and partner closely with Performance Marketing, Finance, and partnership leaders. This is a hands-on role. The analyst spends most of their time in the data: building partner scorecards, analyzing funnels from quote to purchase, designing tests, and turning the results into recommendations. They also advise senior leaders and set the standard for how these partners are measured. You will thrive here if you like building as much as leading. This is a fast-growing area that you will shape the measurement approach and the standard the team holds itself to. The Problems You’ll Solve • Comparable partner economics. A consistent framework for judging very different partners and surfaces on cost per acquisition and ROI. • Incrementality. Separating demand these channels create from demand GEICO would have captured through its own channels, including overlap with paid search and direct. • Funnel quality. Understanding how shoppers move from quote to purchase by partner, and where conversion is won or lost. • Bidding, pricing, and commission decisions. Evidence on where more investment pays off, and where it does not. • Data and tracking integrity. Reliable partner data, tracking, and conversion signals that feed bidding and optimization. What Success Looks Like in Your First Year • A partner and surface scorecard in use, with consistent measures of cost, volume quality, and value • A tested view of incrementality and overlap with paid search and direct • Fact-based recommendations for bidding, investment levels, and partner negotiations • Reliable tracking and data feeds for each major partner, with issues surfaced quickly • Recurring partner reporting automated with Business Intelligence Key Responsibilities • Serve as the analytics thought partner to leaders responsible for vertical search, aggregators, and marketplace partners. Anticipate what they need and bring insight before being asked. • Own the measurement framework for these channels, including the scorecard, KPI definitions, and standards for measuring acquisition and ROI. • Analyze the full funnel by partner and surface, from impression and click through quote to purchase, and recommend ways to improve conversion and efficiency. • Design, run, and read incrementality and test-and-control studies, and quantify overlap and cannibalization with paid search and direct channels. • Evaluate bidding, pricing, and commission structures and recommend investment levels by partner. Provide analysis that supports commercial negotiations. • Monitor performance daily and weekly, build anomaly detection, and investigate shifts in volume, cost, or quality. • Work with partners and with Data Operations to define data needs, tracking, and conversion signals, and to resolve measurement issues. • Feed partner performance and spend into forecasts and the monthly reforecast with Marketing Investment Analytics. • Work with paid search, SEO/AEO, and Mid/Low Non-Search analytics so that Marketing sees one consistent view across demand-capture channels. • Partner with Business Intelligence to automate recurring reporting. Evaluate new tools, including automation and AI, to improve speed and quality. • Present to senior marketing leadership, and defend the approach. Share unwelcome findings with clarity and diplomacy. • Understand the drivers of change over time across outcomes and communicate a narrative to stakeholders Required Qualifications • Bachelor’s degree in a quantitative field (Statistics, Mathematics, Economics, Data Analytics, Data Science, Computer Science, or similar). • 7+ years of experience in marketing analytics, with deep experience measuring partner, affiliate, marketplace, lead-generation, or paid search channels. • Recent, hands-on delivery of analysis (not oversight only), including funnel analysis and test-and-control or incrementality measurement. • Expert SQL skills, plus working proficiency in Python or R for analysis and workflow automation. • Strong understanding of partner economics, such as cost per click, lead, acquisition, and commission models, and of how to compare them. • Working proficiency in BI tools (Power BI strongly preferred) and the ability to adapt quickly to new tools and platforms. • Experience with attribution, forecasting, and reconciling different measurement sources. • Proven track record of prese