The Digital Analyst manages the daily work activities for the Digital Analytics team. Applies expertise across multiple specializations within the job area including Adobe Analytics/Quantum Metrics and reporting functions. Responsible for collecting and analyzing data to measure the impact of digital marketing vehicles and onsite features and services to drive online sales, traffic and conversion and strategic business decisions. Validates metrics, monitor data quality, analyze various forms of data (e.g. raw data, base data, 3rd party data, metrics), provide reports and interpret results. Proficient/knowledge of the retail industry and develop recommended business strategies based on the results. Provides the eCommerce team insights based on reports, develops A/B testing to be performed, manages efficacy of tests and enhancements to the site.
Essential Functions:
- Create, maintain and deliver a holistic web analytics measurement model through the identification of objectives, goals, key performance indicators, segments and targets
- Provides analysis and reporting of user behavior for digital marketing and site optimization
- Communicate insights and findings with all functional areas (merchandising, marketing, IT, and management) to ensure successful and timely execution of multi-channel retail strategies
- Develops reports and data visualizations to present insights in the most effective way to enable decision making
- Manage and maintain marketing reporting and findings, promotions and market reach data
- Collaborate with eCommerce Production team and IT Web Development teams to define and improve the underlying tag infrastructure in order to ensure the integrity of data
- Presents and distributes the outcomes of Web Analytics projects at all levels across the organization
- Contribute to omni-channel view by integrating interactive customer data with company customer database information
- Partner with Testing, Conversion and Content Specialists to provide A/B test priority recommendations and impact analysis
- Contributes to corporate Digital Strategy based on the impacts digital change and customer habits have upon the customer contact center
- Defines and analyzes customer behaviors to identify opportunities for site optimization
- Writes, maintains and/or updates queries to develop analyses in response to needs of internal customers
- Determines the value of new internal and external data sources, merges disparate data sets, ingests data, cleans and organizes data, derives metrics, and transforms the data into usable information
- Provides leadership, training, and guidelines to promote the development and exploitation of analytics in this organization
- Maintain an awareness of competitive landscape and key industry trends to provide context for our company websites performance
Education:
- Bachelor's degree and/or equivalent years of experience
Work Experience:
- 4-6 years of experience using enterprise digital analytics tools to drive actionable insights preferred (i.e. Adobe Analytics, Google Analytics, Quantum Metrics, etc.)
- Experience with data integration
- Retail domain experience
Knowledge, Skills & Abilities:
- Advanced level knowledge of Microsoft Excel and the ability to synthesize and analyze large sets of data to yield actionable findings
- Ability to gather, manipulate, interpret and communicate analytics data findings and create a recommended action plan
- Understanding the tagging and mapping process of IT management systems and how data for the tags implemented are processed.
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