Description:
The Senior Web Analyst is responsible for supporting the creation and delivery of high-level performance dashboards, comprehensive website and campaign tracking rollouts, and ongoing conversion rate optimization (CRO) initiatives using industry-standard experimentation and behavioral insight tools. The incumbent will lead and support the configuration of client programs from initial setup to ongoing implementation throughout an online campaign or website initiative. This includes delivering tracking requirements and approach across DAC’s media channel offerings, website design, CRO testing plans, and client lead mobile app experiences.
What You’ll Do
- Design, implement, and maintain digital analytics solutions and products.
- Lead digital analytics implementation projects, from KPI definition to technical deployment, reporting, and CRO recommendations.
- Work with internal and external business stakeholders to understand business and marketing objectives to define and prioritize tracking, reporting, and CRO testing requirements.
- Support Developers, Project Managers, Marketers, Operation Specialists, and Account Services with their measurement, reporting, optimization, and data requests (e.g. ad hoc reports, insights, best practices, CRO hypotheses and recommendations).
- Troubleshoot technical problems and document root cause for client detail.
- Be an expert in JavaScript and tag management tools (Google Tag Manager, Tealium, Adobe Launch, etc.) in a multitude of development environments.
- Collaborate with UX, content, and media teams to design and measure A/B and multivariate tests aimed at improving conversion rates and user experience using tools such as Optimizely, VWO, and Google Optimize (now sunset, but still relevant to legacy projects).
What You Bring
- Bachelor’s degree in a quantitative or technical field (e.g., Analytics, Marketing Science, Computer Science, Engineering, Statistics) or equivalent practical experience in digital analytics, CRO, or data-driven marketing.
- 3–5 years of hands-on experience with leading Web Analytics platforms such as Google Analytics (GA4), Adobe Analytics, or similar.
- Solid understanding of HTML/JavaScript, jQuery, CSS, and Tag Management tools such as Adobe Launch and Google Tag Manager (Bonus if you’ve coded before).
- Experience working with cross-functional teams to design analytics and CRO solutions that drive meaningful business outcomes.
- Knowledge of common web, mobile, and media analytics best practices, particularly as they pertain to the webpage development lifecycle and CRO.
- Experience with conversion pixel implementation for various platforms like Google Ads, Bing Ads, Facebook Ads, and floodlight tags.
- Proficiency with CRO platforms such as Optimizely, VWO, Convert, and legacy experience with Google Optimize. Experience with behavior analytics tools like Hotjar, Microsoft Clarity, or FullStory is a plus.
- Ability to work independently, lead projects, and manage multiple stakeholders in a fast-paced environment.
- Strong interpersonal and business skills to interact effectively with all levels of management and clients.
- Conduct root cause analysis on performance anomalies and make actionable recommendations to optimize and improve conversion performance.
- Experience in auto, retail, health and fitness, and eCommerce industry a plus.