Data Analyst, Behavioral Insights

At NASCAR, you will find a community of passionate individuals who care about our sport and are united in seeing it grow.

NASCAR seeks a talented professional to join in the position of Data Analyst, Behavioral Insights based in our Daytona Beach, FL office.

The Data Analyst, Behavioral Insights is responsible for analyzing, interpreting, and visualizing television, streaming, social, and other audience data to uncover key trends in fan consumption. This role leverages expertise in various data sets to support business strategies across marketing, media, and sponsorship teams. The Data Analyst, Behavioral Insights will work with the NASCAR database engineers, quality assurance engineers and business intelligence engineers transforming complex viewership data into actionable insights that inform programming, audience targeting, and partner reporting.

Duties include but are not limited to:

• Extract, analyze, and interpret behavioral data (linear, social, and digital) to identify audience trends, ratings performance, engagement trends, and demographic insights.

• Perform detailed time-period, program, and event-level analyses to evaluate media exposure and audience reach.

• Develop benchmarks and comparative analyses across competitors, networks, and platforms.

• Translate raw data into meaningful metrics for both internal and external reporting.

• Work with business intelligence engineers to build and maintain automated dashboards and reports in Tableau.

• Deliver regular reports on audience performance, including ratings summaries, trend tracking, and post-event recaps.

• Visualize complex data sets in clear, compelling ways for executive and non-technical stakeholders.

• Support ad sales and partnership teams with audience reach and valuation reporting.

• Work closely with marketing, media, research, and sponsorship teams to provide actionable audience insights.

• Partner with external vendors and agencies to reconcile data sources and validate results.

• Support leadership in strategic planning, media buys, and audience engagement initiatives.

• Ensure accuracy, consistency, and timeliness of Nielsen data ingestion and reporting.

• Maintain documentation of data methodologies, definitions, and reporting standards.

• Identify process improvements and efficiencies for viewership data workflows.

Approximate travel required: 5%

Required skills and experience:

• Bachelor's degree in Data Analytics, Computer Science, Statistics, Engineering, Information Systems, or related field.

• 2-5 years of experience in data analysis, technical analytics, or similar role.

• Proficiency in SQL and at least one programming language (Python preferred)

• Excellent analytical, problem-solving, and communication skills.

• Experience with data visualization tools such as Microsoft Excel (pivot tables, lookups, macros) and Tableau (preferred).

• Understanding of relational databases, ETL processes, and data modeling.

• Familiarity with SQL and Python for data manipulation and automation.

• Strong understanding of media measurement metrics such as ratings, share, reach, and impressions.

• Collaborate with engineering teams integrating data from multiple sources (Nielsen, Comscore, internal CRM, or digital analytics).

Preferred Qualifications:

• Experience with sports or entertainment media analytics.

• Familiarity with audience segmentation, sponsorship valuation, or media optimization.

• Understanding of evolving viewership trends across linear TV, streaming, and digital platforms.

• Experience with cloud platforms (AWS, Azure, GCP).

• Familiarity with APIs, automation frameworks, and version control (Git).

• Familiarity in predictive modeling or machine learning.

• Experience in fast-paced, data-driven environments such as sports, entertainment, or technology.

• Familiarity with Python and SQL.

• Familiarity with Snowflake.

Apply Now!

Learn more about this role and our team by applying at www.careers.nascar.com for consideration.

We are a company unlike any other. We want you to bring your experience, skills and passion to our close-knit, high-energy environment in which our employees thrive and where you can prosper. We know the key to our success is our employees and we offer highly competitive salaries, a solid benefits package focused on wellness, and opportunities for you to grow and develop both personally and professionally. It won't take you long to find out that you are on the right track here at NASCAR!

NASCAR is an Equal Opportunity Employer and is committed to conducting recruitment and hiring activities in a fair, ethical, and legally compliant manner. In support of this commitment, all employment decisions are based on job-related qualifications, skills, experience, and performance, and are made without discrimination based on any legally protected characteristic, including but not limited to race, ethnicity, gender, religion, sexual orientation or gender identity, national origin, age, military or veteran status, disability, or any other status protected by applicable federal, state, or local law, including socioeconomic, marital, parental, or caregiving status.

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