As a key member of the Marketing Analytics team, the Digital Marketing Analyst focuses on reporting, analyzing, and interpreting performance metrics to drive data-driven decisions. The analyst will be responsible for developing and maintaining custom dashboards, generating reports, analyzing website performance, measuring the effectiveness of digital marketing campaigns, and analyzing key performance metrics to optimize marketing strategies. Additionally, this role includes the development of attribution models to understand how different marketing touchpoints contribute to conversions. Tools like Google Analytics (GA4), Amazon Marketing Cloud, SQL, and visualization platforms such as Power BI and Looker Studio are used to track and report on website performance, campaign results, and e-commerce performance.
Core Duties and Responsibilities:
- Analyze Google Analytics (GA4) and web behavior to identify testing scenarios and growth opportunities within eCommerce. Develop and maintain custom dashboards to track website traffic, conversion rates, e-commerce metrics, and social media, ensuring accurate performance reporting for stakeholders.
- Utilize GA4, Amazon Marketing Cloud, Hootsuite, and SQL to extract and analyze data, generating reports on digital KPIs and business insights.
- Generate performance reports to evaluate digital marketing effectiveness, using data to suggest optimizations and improvements.
- Evaluate digital marketing channels continuously, summarizing key findings in actionable reports to guide strategic decisions.
- Conduct ad-hoc digital marketing analysis to provide insights on specific campaigns, performance, customer behavior, and ROI, offering actionable recommendations.
- Setup customer tracking via Google Tag Manager, Google Analytics and general site tagging.
- Design A/B testing protocols, establish statistical significance, and present quarterly results and documentation of website testing or social media campaigns.
- Provide data analysis and strategic insights to accelerate sales growth and profitability across digital marketing channels.
- Provide insights on digital sales channels, new customer acquisition, lead attribution and conversion.
- Provide stakeholders with insights from customer web behavior to determine the customer journey on site, how customers convert on site, conversion paths, what pages are performing well, which pages need improvement.
- Work collaboratively with the digital marketing team on requirements related to testing, advanced analytics and reporting needs.
- Manage application programming interfaces for digital marketing (Google analytics, Social Platforms, Affiliates and Retargeting).
- 2 onsite days per week is an essential function of this position.
- Additional duties as assigned.
Position Requirements:
- 3+ years of experience in a digital marketing analytics role demonstrating a fundamental understanding of digital marketing programs, technologies and techniques.
- Strong quantitative skills required to analyze and optimize digital campaign performance.
- Critical and creative thinking, passionate about analyzing data, drawing appropriate conclusions and ability to translate findings into actionable business strategies.
- Experience in various digital attribution techniques such as first touch, last touch or data driven attribution.
- Experience creating visuals in Google Analytics, Google Data/Looker Studio and Power BI.
- Strong knowledge, Google Analytics, SQL, and marketing automation solutions such as Adobe and various digital analytical tools required.
- Demonstrated ability to present clear, concise reporting based on analytics and present in a visually appealing way.
- Experience working with Google Analytics, Google Tag Manager and event / goal tracking.
- Experience in digital customer analysis, web traffic and website analytics.
- Understanding of digital marketing practices and techniques.
- Experience working with digital marketing teams and with online direct marketing or with online media performance analysis.
- Desire to learn new technologies and analytical tools.