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Oct 09 2018

Client Measurement at Facebook: helping our advertisers become better marketers

By Meta Careers
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Srividya K. is on the Client Measurement team, part of Marketing Science, at Facebook and has been working as a data scientist for over ten years. She is continuously inspired by her team’s goal of helping advertisers become better marketers. We caught up with her to learn more about how her role at Facebook was a natural transition that combines years of experience and love for three of her favorite things: data, marketing, and people.

The Road to Facebook

I worked at a F500 Telco from 2010 -2017. When I started, I was analyzing a lot of data to detect patterns in traffic flow so we could optimize network design. Then in 2014, I made an internal switch from having a bottom line view to being closer to the top line. I was the first data scientist hired into the marketing team and I slowly helped build the marketing analytics and data science practice. At the time, data science as a practice was still fairly nascent, and I realized I needed to find a way to make marketing more data-driven at our company. I pitched this idea to the head of the marketing and was given the opportunity to build a data science team that had a global mandate to work closely with finance, engineering and sales teams.
After seven years in telecom, I wanted to try to apply data science in a new industry. The natural transition was to move to an ad agency and explore the impact of data science applied to advertising and marketing, so I joined Digitas North America as an Associate Director of Data Science. Six months into my role, I started to learn about client measurement, and realized that it combines my three passions: working with people, data, and marketing. At the time, my sister was working at Facebook, and she would often suggest that I join the company. When I learned about Facebook’s client measurement teams, it seemed like the perfect fit! Not to mention, they had an opening for the role that was focused specifically on the technology and telecom vertical, which would allow me to apply my years of expertise in telecom.
Having agency experience has provided me with a seamless transition to my role at Facebook, but it’s not a necessity to join the team. Understanding agency structure is an added bonus that I’ve been able to use to my advantage, however, those on my team who don’t come from an agency background have been able to learn the ins and outs from our teammates.


Client Measurement at Facebook

How does Facebook embrace diversity and inclusion?

At Facebook, the Client Measurement team is structured by vertical, ranging from financial services, auto, insurance, gaming, and more. Each vertical has a dedicated team. My job is to understand how my clients are doing on their advertising journey, and help them become more sophisticated in their cross-channel measurement strategies. My role requires an understanding of marketing, data analysis skills and good interpersonal skills (read: you have to love working with people!); I love that this role combines being both an extrovert through consultations with clients, and being an introvert when analyzing data.
The Client Measurement team at Facebook is unique because our goal is to not only help our clients understand and improve the effectiveness of their advertising, but to help them become better marketers. Elsewhere, client measurement is tied heavily to revenue, but at Facebook our goals are not constrained to revenue. Instead, we focus on helping our clients meet their marketing goals. What we’ve discovered is if your client’s success always come first, the revenue will follow. Our focus on driving client impact is like no company I’ve ever worked with before, and it’s one of the things that keeps me most inspired at work.
Our team also has a very strong cross-functional partnership with sales and product. We work together to help our clients understand how they can measure their media across Facebook and outside of Facebook. On exciting days, I’m going to the client site and having face-to-face meetings where we try to evaluate the client’s business needs, brainstorm solutions, and help them come up with a measurement plan. We touch base with the sales team on a periodic basis, which helps us prepare for future conversations. We frequently lead meetings on updates to our measurement platforms, help brainstorm use cases for new products with the product teams and discuss on-going client landscape changes with the sales teams.
I feel so proud to be working at Facebook, especially in one of the best marketing science teams in the industry! Fulfilling our overall goal to help advertisers become better marketers through using data and grounded in science is extremely satisfying. This amazing mission statement is what keeps our team focused and gets me excited to go to work every day.
⎯ Srividya K., Client Measurement, Technology and Telecom



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