The role involves:
The Digital Analytics and Insights team, within the Business Analytics & Research (BA&R), provides analytics and insights across all paid, owned, and earned channels, including paid search, natural search, display, site, trading platform, mobile apps, and social media. This role is part of the paid channels vertical of the team.
Relationship management across Digital Marketing business and the media agency
Daily liaison with US partners and ensure the success of the engagements and have accountability for the team deliverables
Building and operationalizing appropriate processes to meet business needs
Drive change management as and when required by business
Bring best practices of Industry to workplace and be a subject matter expert in Digital Media analytics and not just search engine optimization, Test and optimization and digital technologies.
Responsibility to coach and mentor team members
Strong focus on innovation and an ability to operate independently in an environment strongly focussed on creating impact for the business
Guide team to build and maintain digital media analytics for multiple products and services while having accountability for own deliverables (player- coach role)
Identify opportunities for optimization of the end to end experience and conversion of paid traffic across ad-group, ad-copy, landing page and call to action to help improve the online account opening funnel and inform the business
Coordinate with external vendors (media agencies) and develop strong relationships across to integrate the insights from data analytics into the regular media execution and optimization like bid optimization, campaign test etc.
Help drive core insights from the data to suggest, create and execute plans to drive improvements to the digital experience for the traffic driven through paid media
Conduct deep dive analysis of web usage data to answer strategic questions and build effective and elegant PowerPoint presentations / Excel reports to convey the same
He/She may also work with the technical team to identify gaps and improve the data capture strategy.
Create dashboards (static and interactive) by pulling data from different data sources for presentations to senior management team
Share information and best practices at desirable level with other team members
Strong analytical skills providing insights as well as recommendations for changes convincing decision makers of business benefits of the proposed solutions
Flair for quantitative data analyses and interpretation and ability to process data to draw insights, answering so what questions about data
High degree of pro-activeness in analyzing customer behaviour using available data to influence changes on the website
Excellent written and verbal communication skills with specific focus on persuasive, influencing communication style
Ability to effectively present analysis and insights to varying audiences in person and over call
Strong inter-personal skills to help collaborate across teams
Logical thinking and ability to sift through data to identify insights
Attention to detail
Education and Experience
MBA/MA Economics or equivalent qualifications from premier schools
Experience on clickstream analytics tool like Adobe SiteCatalyst / Insights / Discover, strategic and statistical analysis tools like SAS and interactive dashboard tool like Tableau / QlikView preferred