Web Analytics Specialist

Full-time

Company Description

As the original performance marketing agency, Performics is the premier revenue growth driver for many of the world’s most admired brands. Across an expansive global network operating in 57 countries, Performics leverages data, technology and talent to create and convert consumer demand wherever it is expressed—search, social, display, commerce and offline channels. Performics is built for the relentless pursuit of results. Headquartered in Chicago, Performics is a Publicis Media company and the performance marketing engine of Publicis Groupe. Demand Performance. To learn more, visit https://www.performics.com.

Job Description

Overview

When you look at a given website experience, coupled with the data, are you able to see the “story” and “why” behind a user’s behaviors and interactions? Can you flex your digital analytics expertise alongside user research to develop that holistic understanding of user behavior, to inform the ongoing optimization efforts and creation of impactful, meaningful content?

The Digital Analytics and Optimization Analyst, on the Performics Content team, is a unique opportunity to dive deep into the products and services of some of the top brands in the world, providing comprehensive analysis while identifying opportunities to drive ROI and inform audience-centric content. The role will put you in the center of a data-centric team and organization, where your experience, aptitude and creativity will allow you to bring your strategic acumen and capabilities to life.

Your hands-experience with enterprise web analytics suites, such as Adobe or Google Analytics, and the corresponding tools and skills for further data analysis, testing and proper measurement will be at the core of your role. As a subject matter expert, you’ll leverage data from a range of optimization tools, customer feedback and third party data sources to create a "total" view of onsite and cross-channel user behavior.

You’ll work alongside a close-knit, cross-functional team of account leads, developers, designers, copywriters, content strategists and media teams to drive conversion growth and value for our clients. A successful candidate will possess a passion for innovation, excellent critical thinking skills and a zest for ongoing learning and growth.

Key Position Responsibilities

Utilize web analytics and digital optimization skills to support and grow engagements using tenets of digital analytics including conversion optimization, testing and content personalization.
Help establish and/or translate business objectives into meaningful key performance indicators (KPIs) and metrics that help drive performance and influence strategic direction on a range of engagements and deliverables.
Employ segmentation strategies, user pathing, funnel analysis and other enhanced data analysis techniques to identify relevant audiences, success/failure points alongside actionable insights.
Utilize visitor behavior tools that allow for a better understanding of friction points that might be hindering conversion success (e.g. session recordings, heat maps, scroll maps, etc.)
Review and analyze the qualitative data to further supplement the user experience and help zero-in on the most impactful and meaningful areas of potential.
Based off analysis and research, work collaboratively in the ideation process to create data-driven hypothesis for ongoing website testing efforts to further enhance performance and insights.
Synthesize and prioritize findings, from both quantitative and qualitative sources, to output optimization and/or testing roadmaps with proper test planning, strategic “sequencing,” and necessary statistical rigor.
Create/execute measurement plans, with the necessary web analytics and testing platform configurations to measure and supplement analysis and provide insights that drive scalable learnings and success.
Work alongside development team in the deployment, integrations and implementation of tests, tagging, etc.

Create relevant performance dashboards to communicate results and insights to relevant stakeholders.
Perform analytics audits to ensure data integrity and accuracy, while identifying opportunities to further enhance data analysis and data collection efforts. (Events, dimensions, metrics, variables, etc.).
Collaborate with team in the creation of new deliverables and creative methodologies to evaluate and audit websites.

Process Improvements

Assist in the development and documentation of best practices for improving operational efficiencies within the team.
Identification of new developments and trends in the marketplace around analytics, testing and content optimization.

Team Leadership & Development

Embrace and encourage a culture based on team work, collaboration and intellectual curiosity.
Adopt stated standards and best practices.
Assist in training, mentoring and developing team members.

Exude an entrepreneurial spirit to create magic alongside your coworkers.
Possess excellent communication, collaboration and presentation abilities.

Minimum Qualifications:

Bachelor’s degree with concentration/experience in analytics, computer science, mathematics, marketing or similar field
3-5+ years’ experience in web analytics, conversion optimization and website optimization
Proven ability to analyze online behavior, envision future state, test hypotheses and synthesize facts and insights into concrete, actionable strategies and tactical plans
Expertise with Adobe Analytics, Google Analytics or similar web analytics tools (variables, events, segments, dimensions, custom queries, etc.), testing and personalization platforms (e.g. Adobe Target, Optimizely, Google Optimize, etc.) and tag management tools (e.g. GTM, DTM, etc.)
Understand how the different variables relate to the metrics needed to hit KPIs and the various types of conversions.
Experience creating A/B/n test plans, alongside the process and strategy for creating high-value tests, analyzing data, and sharing results/insights
Familiarity with relevant technical concepts related to web analytics and testing (HTML/CSS/JS/etc.)
High level of competency in MS Excel
Demonstrates analytical, problem solving and critical thinking skills
Detail-oriented with strong organizational skills
Excellent written, oral and public speaking.

A Few “Nice to Have” Qualifications:

Experience with relevant analysis languages such as R, SQL, etc.
Advanced experience developing and maintaining web analytics code and tags
Experience connecting data sets with APIs to enhance data analysis
Advanced experience developing and maintaining web analytics code and tags
More advanced, statistical analysis techniques and data analysis

Qualifications