Senior Analyst Web Analytics

About the Role

In this role, you will partner with channel owners, strategists, and technologists to improve the digital experience and better connect prospective patients to the world-class care at Client. This role offers a unique opportunity to lead from the front - surfacing insights that will help drive our marketing forward, while also serving as a thought-partner as we build strategies for the future.

Responsibilities

Reporting to the Senior Director of Marketing Measurement, Analytics, and Insights, you will:

• Serve as a thought-partner for Analytics, Digital Experience, and Product teams; conducting analyses, building reports, uncovering insights, and recommending improvements
• Monitor the health of web performance indicators such as traffic volumes, audience composition, and conversion rates
• Deliver content insights that drive understanding and improvement in how our teams write
• Assist with ad hoc Web Analytics requests from across Marketing & Communication
• Help to manage the integrity of our Web Analytics data by ensuring proper taxonomy and tracking practices are upheld across Marketing and Communication
• Champion a hybrid Service/Self-Service analytics model within M&C - educating stakeholders as you collaborate on data projects
• Partner with stakeholders to answer key business questions analyzing data, uncovering meaningful insights, presenting findings, recommending improvements, and enabling data-driven decision-making for our stakeholders
• Support critical reporting workstreams for organization-level and executive-level reporting, particularly related to Marketing's impact on institutional demand
• Assist with the creation and ongoing management of data tables for use in various data applications
• Monitor and report on performance for various aspects of our Marketing & Communication ecosystem; using data visualization, decks, and other forms of communication
• Conduct focused analyses to answer business questions, joining and transforming disparate data to establish clear takeaways
• Work with Analytics, IT, and Marketing stakeholders to help build, optimize, scale, and manage our Business Intelligence ecosystem
• Collaborate with internal stakeholders and agency/vendor partners, ensuring your expertise and our collective Marketing Analytics perspective shines through
• Champion a hybrid Service/Self-Service analytics model within M&C educating peers as you build solutions to help them
• Manage workspaces, data refresh, dataflow creation, and the ongoing improvement of our data processing efficiency; including automation, where possible
• Help to improve the taxonomy, process, and technical infrastructure that supports our data work across the organization

Required Skills & Experience

• Three (3) or more years experience working in a marketing analytics role
• Experience with Google Analytics, Adobe Analytics, Heap, and/or similar tools is required
• A strong, practical understanding of Web Analytics technology
• Strong verbal and written communication skills, with the ability to synthesize sophisticated information and convey complex ideas in an accessible manner
• An ability to instill confidence and drive influence through presentations and live collaboration
• An intrapreneurial mindset, seeking out ways to continuously improve both what is produced and how work gets done
• A grasp of how various Paid, Earned, and Owned marketing channels work
• An understanding of relational databases and supporting concepts; including granularity, keys, joins, and transformations
• Familiarity with Google Tag Manager and basic web technology concepts
• Working knowledge of common marketing data types, including web/mobile analytics (e.g., Google Analytics, Heap), advertising analytics (Google Marketing Platform, Meta, The Trade Desk, etc.), and phone tracking (e.g., Invoca)
• Experience with SQL and various downstream data applications (business intelligence, et al.)
• The ability to understand the context of data and how it can inform business analysis
• Confidence in verbal and written communication, with the ability to synthesize sophisticated information and convey complex ideas in an accessible manner

Qualifications

• Experience with Microsoft PowerBI, Databricks, and/or dbt is a plus
• High School Diploma