Digital Data Analyst (EE Digital HUB)

Job description

About the role

The Digital Data Analyst is responsible for supporting brand teams in the definition and implementation of measurement strategies, producing meaningful marketing KPI insights and delivering frequent, cross-channel performance reports with actionable insights. The role will also involve providing data to drive campaign optimisation for the Media and CRM team, as well as conducting and advising on web conversion optimisation and web personalisation. The successful candidate will not necessarily come from a pure web analytics background but will have an excellent, in-depth level of knowledge of digital marketing, along with experience in strategic and analytical management of digital campaigns.

Responsibilities

Primary Responsibilities

Measure marketing effectiveness and value of DDM segmentation and web personalization campaigns, and present actionable insights and recommendations based on data results and best practices

Provide analysis, reporting and insights on cross-channel campaigns and brand performance, often making recommendations for adjustment to marketing campaigns in-flight

Build custom analytics dashboards and reports that can effectively present digital performance to the appropriate audiences

Advise marketing teams on audience selection for campaign optimisation and web personalisation

Support brand teams in the development of measurement plans for campaigns, audiences and A/B testing

Construct test & learn marketing activity and analyze results for presentation to stakeholders

Work with the DMP consultants to brief appropriate audience selections for Media and web personalization campaigns

Leverage data to gain insight into trends, user experience and behaviour in order to drive the appropriate digital marketing, mobile and social strategies

Expert and go-to person on Adobe Analytics towards brands and brand execution teams

Data analysis of ad hoc requests

Secondary Responsibilities

Suggest experience optimisation for specific audiences (i.e. serving different content variations per

audience to see what works best)

Ensuring standardisation, quality and best practices in analysis and reporting

Interfaces

Primary delivery responsibility to both Global Divisions & assigned regional (market / cluster) brand teams (squads)

Deliver multiple projects simultaneously; time and resource is managed by DDM Audience Activation Lead

Work with other Digital Hub roles to ensure that all outputs are delivered on-time and in line with internal customer requirements

Skills and Experience

Primary Traits (‘required')

Has 3+ years of experience in marketing analytics

Knowledge of Digital Marketing campaigns and 1:1 (CRM) programmes

Knowledge of standard campaign reporting schedules

Knowledge of how segmentation is applied in practice within data driven marketing environments

Experience in working within a marketing/business intelligence environment

Experience in data analysis techniques

Ability to use data visualisation techniques to tell a story and be able to articulate findings to senior business stakeholders

Experience working with reporting, analysis and visualisation software (eg Tableau), including Adobe Analytics

Advanced Excel user

Experience working with digital and CRM optimisation tools for A/B and multivariate testing

Experience in measuring and analysing online marketing campaigns including: natural and paid search, email, affiliate, display and social

Experience driving business value from consumer insight

Experience introducing new (digital) services or capabilities at a major organisation

Passion for the digital world and its implications for business

Logical thinker with ‘data mindset'

Self-driven and motivated to add value to the team

Experience in working in teams yet autonomous able to work with high levels of trust

Passion for the social & digital world and its implications for business