Web analyst

Job title: Associate

Summary: We are looking for a skilled Web Analyst with a focus on Adobe Analytics to join our digital marketing team. The ideal candidate will be responsible for analyzing web traffic, user behavior, and performance data to provide insights that will guide business decisions. They will work closely as a trusted resource to our website team and within our digital analytics team as a subject matter expert. This role is essential to driving data-driven strategies and ensuring our online presence meets our business goals.

Required skills:

Experience:

o 2+ years of experience in web analytics, specifically with Adobe Analytics (formerly known as Omniture SiteCatalyst)

Technical skills:

o Strong understanding of web technologies, data layers, HTML, JavaScript, and tag management systems (e.g., Adobe Launch, Tealium)

Analytical skills:

o Excellent analytical skills with the ability to interpret data, identify trends, and make data-driven recommendations, fluent in SQL

Tools platforms:

o Experience with other analytics tools such as Google Analytics, as well as data visualization platforms like Tableau or Power BI, is a plus

Communication:

o Strong written and verbal communication skills to clearly present findings and insights to non-technical stakeholders

Problem-Solving:

o Ability to troubleshoot and resolve data-related issues effectively

Attention to Detail:

o High level of attention to detail and a passion for accuracy in data analysis and reporting

Advanced proficiency within digital marketing landscape critical

o Well-rounded knowledge of analytics data within the major players (Google, Adobe, Meta, Microsoft) across web, MA/email, social, webcast and paid media

Bonus for expertise in any of the systems/ skills below

Marketo, Microsoft Dynamics CRM

Experience with setting up marketing attribution/ROI reporting, particularly within the digital marketing landscape

Strong written and verbal communication skills

Advanced proficiency in Excel, good PowerPoint skills

Key responsibilities:

Data Analysis

o Utilize Adobe Analytics to analyze web traffic, user engagement, and site performance metrics to identify trends and areas for improvement

Reporting

o Create comprehensive reports and dashboards that communicate key insights to stakeholders, including actionable recommendations for optimization

Data Integration

o Work with cross-functional teams to ensure Adobe Analytics is correctly implemented and integrated with other data platforms and tools

Tag Management

o Manage and oversee the implementation of tracking codes and tags using Adobe Launch or other tag management solutions to ensure accurate data collection

Campaign Performance

o Monitor and evaluate the performance of digital marketing campaigns, providing insights on conversion rates, user engagement, and ROI

Segmentation

o Develop audience segments for personalized marketing strategies based on user behavior and demographic data

Testing Optimization

o Support A/B and multivariate testing efforts to optimize website performance and enhance user experience

Troubleshooting

o Identify and resolve data discrepancies or issues within Adobe Analytics to ensure data integrity

Collaboration and Communication

o Collaborate with cross-functional teams to gather requirements and understand business needs

o Communicate effectively with stakeholders to present findings and recommendations

o Provide training and support to end-users on utilizing PowerBI dashboards and reports effectively

Qualifications:

Bachelors degree in Computer Science, Information Systems, or related field

Adobe Analytics certification

Experience with SQL

Understanding of SEO, SEM, and digital marketing concepts

Knowledge of other Adobe Experience Cloud products like Adobe Target or Adobe Audience Manager