Senior Analyst

Key Skills: Adobe Analytics, Web Analysis, GTM

Roles and Responsibilities:

Data Analysis:

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

Reporting:

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

Data Integration:

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

Tag Management:

• 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:

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

Segmentation:

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

Testing & Optimization:

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

Troubleshooting:

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

Collaboration and Communication:

• Collaborate with cross-functional teams to gather requirements and understand business needs
• Communicate effectively with stakeholders to present findings and recommendations
• Provide training and support to end-users on utilizing PowerBI dashboards and reports effectively

Skills Required:

Experience:

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

Technical Skills:

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

Analytical Skills:

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

Tools & Platforms:

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

Communication:

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

Problem-Solving:

• Ability to troubleshoot and resolve data-related issues effectively

Attention to Detail:

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

Advanced Proficiency within Digital Marketing Landscape Critical:

• 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

Education:

• Bachelor's 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