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Fractal is a strategic AI partner to Fortune 500 companies with a vision to power every human decision in the enterprise. Fractal is building a world where individual choices, freedom, and diversity are the greatest assets; an ecosystem where human imagination is at the heart of every decision. Where no possibility is written off, only challenged to get better. We believe that a true Fractalite is the one who empowers imagination with intelligence. Fractal has been featured as a Great Place to Work by The Economic Times in partnership with the Great Place to Work® Institute and recognized as a ‘Cool Vendor’ and a ‘Vendor to Watch’ by Gartner.
Role Overview
We are seeking a Senior Decision Scientist with deep expertise in Adobe Analytics and Clickstream Analytics to lead funnel analysis and workflow integration across our acquisition and onboarding processes. You will leverage Adobe Analytics and clickstream data to understand the complete member funnel — from prospect discovery through product acquisition — identify gaps and drop-off points at each stage, and connect workflows to optimize the end-to-end journey.
This role is critical to improving acquisition efficiency by mapping, analyzing, and optimizing the multi-stage funnel through advanced digital analytics and behavioral data insights.
Team: Analytics & Decision Science
Reports To: Head of Data Analytics & Transformation
Primary Focus: Adobe Analytics & Clickstream Analytics
Adobe Analytics Expertise
- 5+ years hands-on experience with Adobe Analytics (Adobe Experience Cloud / Analytics Cloud)
- Deep proficiency in Adobe Analytics implementation: custom dimensions, metrics, segments, event tracking, variable configuration
- Advanced analytics capabilities: pathing analysis, funnel analysis, cohort analysis, attribution modeling
- Ability to instrument complex digital experiences and extract meaningful behavioral data
- Expert-level dashboard and reporting design in Adobe Analytics
Clickstream Analytics Expertise
- 5+ years analyzing clickstream data and behavioral event streams
- Ability to work with raw clickstream/event-level data: sessionization, funnel building, user flow analysis
- Experience parsing and analyzing JSON event streams and behavioral data
- Proficiency in building custom segmentation and cohort models from clickstream data
- Understanding of how clickstream data connects to business outcomes (conversion, retention, engagement)
Key Responsibilities
1. Funnel Mapping Using Adobe Analytics & Clickstream
- Use Adobe Analytics to map the complete acquisition funnel: awareness → consideration → quote → application start → application completion → underwriting → product issuance
- Leverage clickstream data to understand exact user pathways and behavioral sequences at each funnel stage
- Define and measure conversion rates at each stage; identify largest drop-off zones
- Create funnel visualizations and dashboards showing how prospects flow through each stage
2. Gap & Friction Identification
- Analyze abandonment patterns: Where do prospects exit the funnel? What pages/interactions precede abandonment?
- Use Adobe Analytics pathing analysis to identify common user paths before abandonment
- Conduct clickstream analysis to find behavioral bottlenecks: time spent, re-attempts, error patterns
- Quantify impact: How many members lost due to each friction point? What's the revenue impact?
3. Workflow & Stage Analysis
- Understand digital workflows at each funnel stage; map where prospects transition between stages
- Identify friction points at stage boundaries: unclear CTAs, form complexity, technical errors, validation failures
- Use Adobe Analytics and clickstream to diagnose: Is the drop-off due to technical issues, user confusion, or abandonment?
- Build insights on which user segments/behaviors are most likely to drop off at each stage
4. Advanced Segmentation & Flow Analysis
- Build Adobe Analytics segments to analyze funnel performance across prospect segments (new vs. returning, device type, referral source, demographic)
- Use clickstream data to create behavioral segments: high-intent vs. low-intent, fast-movers vs. cautious explorers
- Compare conversion rates and drop-off patterns across segments
- Identify which segments and behaviors predict success vs. abandonment.
5. Attribution & Multi-Touch Analysis
- Design multi-touch attribution models in Adobe Analytics to understand which interactions drive conversion
- Analyze how different funnel stages contribute to overall acquisition success
- Understand the role of digital interactions vs. other touchpoints in member acquisition
6. Dashboards & Monitoring
- Build Adobe Analytics dashboards showing funnel health: stage-by-stage conversion, abandonment rates, traffic mix
- Create real-time dashboards for funnel monitoring; alerts for anomalies or degradation
- Design clickstream-based dashboards showing user behavior patterns and flow paths
- Provide actionable insights through data visualization
7. Recommendations & Optimization
- Translate Adobe Analytics and clickstream insights into prioritized recommendations
- Design A/B tests to validate friction-reduction hypotheses; measure impact using Adobe Analytics
- Quantify ROI: "If we reduce form complexity at Stage X, we expect Y% conversion lift worth $Z"
- Prioritize recommendations by impact × feasibility
Required Qualifications
Adobe Analytics (Must-Have)
- 5+ years hands-on experience with Adobe Analytics
- Deep expertise in: custom variables, eVars, props, events, success metrics
- Advanced skills: segments, virtual report suites, processing rules, classifications
- Proficiency in pathing analysis, funnel analysis, flow analysis
- Experience with Adobe Analytics API or data feeds for custom analysis
- Ability to troubleshoot implementation issues and validate data quality
Clickstream Analytics (Must-Have)
- 5+ years analyzing behavioral/event-level clickstream data
- Experience with event stream data: JSON formats, session-level data, user behavior sequences
- Ability to build funnels, flows, and behavioral segmentation from raw clickstream data
- Proficiency in SQL or Python to parse and analyze clickstream data
- Understanding of how clickstream data connects to business outcomes
Technical Skills
- SQL proficiency: Query databases, build custom datasets, conduct complex analysis
- Data analysis & statistics: A/B testing, statistical significance, causality, experiment design
- Data visualization: Tableau, Looker, Power BI, or similar; ability to communicate findings visually
- Programming (Python, R, or similar): Data manipulation, statistical modeling, automation
Domain & Strategic Skills
- Funnel & conversion thinking: Experience analyzing multi-stage acquisition funnels and optimizing conversion rates
- Digital analytics: Understanding of web analytics, user behavior, digital marketing
- Friction diagnosis: Ability to identify UX bottlenecks, technical issues, and process complexity
- Financial services or insurance (preferred): Familiarity with member acquisition, onboarding, regulatory context
- Workflow/systems understanding: Comfort understanding how digital systems connect to business processes
Soft Skills
- Intellectual curiosity; problem-solving mindset
- Collaborative; works across product, marketing, operations, and tech teams
- Action-oriented; moves from insight to recommendation quickly
- Strong communication; translates technical findings for non-technical audiences
Pay:
The wage range for this role takes into account the wide range of factors that are considered in making compensation decisions including but not limited to skill sets; experience and training; licensure and certifications; and other business and organizational needs. The disclosed range estimate has not been adjusted for the applicable geographic differential associated with the location at which the position may be filled. At Fractal, it is not typical for an individual to be hired at or near the top of the range for their role and compensation decisions are dependent on the facts and circumstances of each case. A reasonable estimate of the current range is: $145,000 - $155,000. In addition, you may be eligible for a discretionary bonus for the current performance period.
Benefits:
As a full-time employee of the company or as an hourly employee working more than 30 hours per week, you will be eligible to participate in the health, dental, vision, life insurance, and disability plans in accordance with the plan documents, which may be amended from time to time. You will be eligible for benefits on the first day of Employment with the Company. In addition, you are eligible to participate in the Company 401(k) Plan after 30 days of employment, in accordance with the applicable plan terms. The Company provides 11 paid holidays and 12 weeks of Parental Leave. We also follow a “free time” PTO policy, allowing you the flexibility to take the time needed for either sick time or vacation.
Fractal provides equal employment opportunities to all employees and applicants for employment and prohibits discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state or local laws.
If you like wild growth and working with happy, enthusiastic over-achievers, you'll enjoy your career with us!
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