The Digital Analyst is responsible for supporting brand teams in the definition and implementation of measurement strategies, producing meaningful marketing KPI insights and delivering frequent, cross-channel performance reports with actionable insights. The role will also involve conducting and advising on web conversion optimization and web personalization. The successful candidate will not necessarily come from a pure web analytics background but an excellent, in-depth level of knowledge in digital marketing, along with experience in strategic and analytical management of digital campaigns is essential Responsibilities 1. Primary Responsibilities • Provide analysis, reporting and insights on cross-channel campaigns and brand performance, often making recommendations for adjustment to marketing campaigns in-flight • Build custom analytics dashboards and reports that can effectively present digital performance to the appropriate audiences • Measure marketing effectiveness and value of media and web personalisation campaigns, and present actionable insights and recommendations based on data results and best practices • Support brand teams in the development of measurement plans for campaigns, audiences and A/B testing • Leverage data to gain insight into trends, user experience and behaviour in order to drive the appropriate digital marketing, mobile and social strategies • Advise on creation of use cases and personalised experiences for selected audiences • Advise the Digital Category Lead, Insight Specialist and CRM Lead on how to optimize their data quality, increasing value to be leveraged for future usage • Work with the DMP consultant to brief appropriate audience selections for Media and web personalization campaigns • Expert and go-to person on Adobe Analytics and Adobe Target towards brands and brand execution teams • Coordinate the execution of A/B tests, analyse test results for presentation to stakeholders and do in-flight reporting on the performance • Work in close collaboration with media agencies to determine which media needs to be tagged, which data needs to be collected and how this data can be used in campaigns • Construct test & learn marketing activity and analyse results for presentation to stakeholders • Understands the data-model and is responsible for extractions, suppression, advising on how to improve data quality • Data analysis of ad hoc requests 2. Secondary Responsibilities • Suggest experience optimisation for specific audiences (i.e. serving different content variations per audience to see what works best) • Ensuring standardisation, quality and best practices in analysis and reporting 3. Interfaces • Primary delivery responsibility to both Global Categories & assigned regional (market / cluster) brand teams (squads) • Deliver multiple projects simultaneously; time and resource is managed by PDC Delivery Hub Manager • Work with other PDC delivery roles to ensure that all outputs are delivered on-time and in line with internal customer requirements
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1. Primary Traits • Has 3+ years of experience in marketing analytics • Knowledge of Digital Marketing campaigns • Knowledge of standard campaign reporting schedules • Knowledge of how segmentation is applied in practice within data driven marketing environments • Experience in working within a marketing/business intelligence environment • Experience in data analysis techniques • Ability to use data visualisation techniques to tell a story and be able to articulate findings to senior business stakeholders • Experience working with reporting, analysis and visualisation software (eg Tableau), including Adobe Analytics • Advanced Excel user • Experience working with website optimisation tools for A/B and multivariate testing, including Adobe Target • Experience in measuring and analysing online marketing campaigns including: natural and paid search, email, affiliate, display and social • Experience driving business value from consumer insight • Experience introducing new (digital) services or capabilities at a major organisation • Passion for the digital world and its implications for business • Logical thinker with ‘data mindset’ • Self-driven and motivated to add value to the team • Experience in working in teams yet autonomous able to work with high levels of trust • Passion for the social & digital world and its implications for business 2. Secondary Traits • Experience driving business value from consumer insight • Experience introducing new (digital) services or capabilities at a major organisation • Passion for the digital world and its implications for business
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