Senior Data Analyst

TEGNA India , Chennai, Tamil Nadu, India +1

The role

TEGNA is looking for a Senior Data Analyst is seeking a skilled and forward-thinking CloudEngineer to join our growing technology team. We are a demand-side platform (DSP) helping advertisers and agencies programmatically reach their target audiences at scale. We are looking for a Senior Data Analyst to drive insights across advertiser performance, audience quality, and supply-side partnerships — going beyond surface-level reporting to uncover the stories that data tells.

In this role, you will work at the intersection of data, engineering, and data science — collaborating closely with our engineering team to maintain data integrity and with our ML team to translate model outputs into business intelligence.

You will analyse how audiences behave across our platform, evaluate the quality and efficiency of inventory sources, develop forecasts that help advertisers and internal teams plan with confidence, and surface actionable intelligence that helps our advertisers deliver better outcomes while growing the overall business.

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Senior Data Analyst

TEGNA India , Chennai, Tamil Nadu, India +1

The role

What you will do

Analyse audience behaviour and segment performance to help advertisers improve targeting efficiency, reach, and campaign ROI across programmatic channels.
Evaluate supply-side inventory quality — assessing publisher segments, bid stream data, win rates, and CPM trends — to inform smarter buying decisions and supply curation strategies.
Build and own reporting on key DSP metrics: bid win rate, auction efficiency, costper outcome, audience match rates, and pacing performance.
Develop and maintain inventory forecasting models to predict available impressions, audience reach, and pricing trends across supply segments —enabling better planning for advertisers and internal teams.
Conduct geo-based analysis at the zip code level to uncover regional audience patterns, inventory availability, and performance variations — supporting hyper-local targeting strategies and geo-specific advertiser campaigns.
Apply sampling techniques to efficiently analyse large-scale bid-stream and event-level datasets, ensuring statistically representative insights without compromising on speed or infrastructure costs.
Collaborate closely with the engineering team to define data instrumentation requirements, validate pipelines, and ensure the accuracy and completeness of data flowing into analytics systems.
Partner with the data science and ML team to interpret model outputs — such as bid price predictions, audience scores, and churn models — and translate them into actionable business insights and performance narratives.
Work with tech success and engineering teams to diagnose campaign performance issues and identify optimisation opportunities across targeting, bidding, and creative.
Develop self-serve dashboards and analytics tools that give internal teams and advertisers visibility into audience and supply performance.
Design and evaluate experiments to test bidding strategies, audience models, and supply path optimisations — in close coordination with the ML team to ensure rigorous measurement of model-driven changes.
Monitor and analyse data from DSP integrations with SSPs, DMPs, and data partners to assess signal quality and identify gaps, flagging data quality issues to engineering as needed.
Proactively surface trends, anomalies, and growth opportunities to leadership with clear, data-backed recommendations.
Apply best practices in data quality, experimentation, and reporting.

Senior Data Analyst

The role

Senior Data Analyst

The role

What you will do

What you need

Nice to have

Recruiting Fraud Alert

About TEGNA India

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Interview questions

TEGNA India