Senior Analyst, Marketing Analytics

Aquent / Vitamin T
Alexandria, VA
Aug 14, 2022
Aug 17, 2022
Full Time
Senior Analyst, Marketing Analytics The Senior Analyst, Marketing Analytics is responsible for analyzing web engagement and digital marketing data, translating this information into actional insights and recommendations for the business. Working closely with marketing and business stakeholders, this position helps set the roadmap that identifies and integrates analytics tools and delivers impactful and actionable metrics that track customer usage, engagement, purchase behaviors and overall patterns. This position will deliver day-to-day performance data and reporting to help support high-impact strategic decisions. Responsibilities Develop, design, produce and maintain holistic integrated marketing performance reports and KPI scorecards to monitor the performance of digital channels, eCommerce websites, and marketing campaigns utilizing different attribution methodologies. Provide recommendations based on findings. Lead analysis of marketing performance in-market, measuring profitability/ROI of key marketing campaigns to identify growth opportunities. Provide monthly deep-dive analysis of marketing campaigns, digital channels, and eCommerce transactions. Summarize and present overall findings and key takeaways Use various data sources and systems to produce and maintain regular dashboards and reports on web traffic, engagement and outcomes including marketing conversions and eCommerce revenue. Perform ad-hoc analyses per department requests Assist in data preparation for senior-level executive presentations Collaborate with the marketing analytics manager to define tracking requirements and implement tags for web properties Provide administrative support for analytics tools such as Google Analytics, Google tag Manager, Google Data Studio, Google Optimize, etc. This includes but is not limited to providing access, creating views, creating custom reports, setting up event tracking/custom variables, setting up eCommerce funnels and setting up goals. Work closely with data scientists to improve attribution capabilities and to test or report the performance of new projects Provide technical support for testing scenarios and search engine optimization. Identify and close data capture gaps Engage closely with brand, marketing, sales and other teams to ensure a data-driven approach to business strategy Other duties as assigned Requirements Bachelor's degree in Marketing, Business, Analytics, or related field 5+ years of experience in an equivalent or similar role such as marketing analytics or business intelligence 2+ years of experience with Google Analytics, experience analyzing data from eCommerce and marketing automation experience Advanced Excel skills including expertise in pivot tables, statistical functions, interactive charts, and macros. Advanced skills in tagging and tracking web pages and features, eCommerce checkout areas, cross-domain and sub-domains, and calls-to-action and funnels. Excellent analytics, quantitative and problem-solving abilities. Strong verbal and written communication skills. Strong collaborator with ability to build cross-functional relationships. Understanding of and an interest in both current and emerging data analytics tools. Nice to Have: Experience writing basic SQL scripts and working in a data warehouse environment with large data set Experience with cross-channel marketing attribution and attribution models Experience with Tableau, advanced analytics, statistics, and modeling is a plus. Experience with Optimizely, Google Optimize and tagging is preferred. Working knowledge of Search Engine Optimization (SEO) best practices and paid search; familiarity with web design principles is a plus. Certifications: Google Analytics Certification preferred Tableau Desktop Specialist or Tableau Data Analyst Certification preferred PDN-96cfb7a0-47c4-445b-89a4-9d2d0661b338

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