Digital Marketing Lead Analyst
3 weeks ago
Job Description: This role will use measurement tools to configure, manage, analyse, report on and optimise the digital experience of the company's clients and customers. Putting data-driven insights and thinking into action, effectively managing business relationships with internal stakeholders, key strategic partners and agency support teams.
Working within the IH Digital Marketing Analytics CoE, the overarching aim of the role is to constantly improve digital data quality and data collection that will provide insight for ROI reporting, digital marketing optimisation and provide business-critical insights to aid decision making.
Typical duties and responsibilities:
Collaborate with business teams to set measurement targets and define KPIs that are aligned to and support business goals.
Create measurement plans and KPI frameworks and translate these into tagging specifications for GTM and other analytics data collection platforms.
Implement of tracking plans within GTM, completing testing and quality checks to ensure accurate implementation and data transfer to linked environments.
Maintenance and admin within existing GA360 and GTM accounts.
Lead data extraction, analysis, report and dashboard compilation within the organisation via GA4, BQ and Looker.
Utilise all available analytics tools to scrutinise company data, identify opportunities, understand consumer behaviour and monitor application performance.
Update and create, as necessary, a knowledge base recording analytics configurations and the library of available reporting templates and dashboards.
Evaluate and recommend new analytics tools, functionality and methodologies.
Work with various stakeholders to provide ad hoc analysis and insights as necessary.
Key skills and requirements:
Is a GA4 superuser.
Possess powerful analytical and problem-solving skills.
Be proficient in GTM tag & trigger configuration and basic CHTML coding.
Be comfortable utilising BQ via SQL data extraction.
Excellent Excel ability to facilitate data analysis.
Excellent time management and organisational abilities; working across multiple competing concurrent tasks.
Strong Stakeholder management.
Microsoft office competent.
Ability to translate complex and large datasets and concepts into easily understood, jargon-free explanations and communications and present them to a range of audiences.
Platform experience: Jira; Confluence; Looker dashboard creation and maintenance.
Project management experience.
Education and Other Requirements:
~5+ years working within a marketing/digital analytics role and digital acquisition / marketing experience. Might consider 3+ years pending role remit.
~ Experience in banking, financial services, insurance, healthcare, a plus.
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