Description:
We’re looking for a Digital Analyst to evaluate and optimise the performance of our various products, features and journeys across our digital estate. Through comprehensive and robust analysis of online customer behaviour, the successful candidate will influence tactical short-term development opportunities, drive our on-site research and experimentation roadmap, as well as provide strategic focus that ultimately drives revenue and profit. The Digital Analyst is part of our Online Trading team and will lead the delivery and maintenance of our analytics function in providing insight to customer behaviour, supporting our CRO programme and maintaining data quality through robust tracking and tagging.
What You Will Be Doing
- Continually optimise our implementation of Adobe Analytics
- Support the Trading and CRO functions in their use of the analytics tools - primarily Adobe Analytics and Content Square.
- Champion and embed self-serve practices across the business to enable colleagues to access and understand key metrics including designing and building reports/dashboards
- Work as part of the e-commerce team to shape the digital analytics data architecture (i.e. best practice, policies and KPI definitions)
- Understand key performance metrics, analyse and interpret trends and make recommendations for innovation, experimentation and development based on data
- Present findings in a visually compelling manner, with action-oriented recommendations that answer key business questions
- Interrogate web analytics data with the aim of making recommendations that will lead to uplifts in online conversion
- Identify analytical requirements across the organisation, and deliver tailored analytical solutions to help drive business KPI’s
In addition the role will be providing analytical support to our ongoing programme of testing:
- The use of data and research findings to form strong, testable hypotheses.
- Being a key member of the team that works on the testing programme including internal teams and the 3rd party CRO agency
- Be the guardian of success measurement of activities within the A/B testing space, ensuring that any limitations in data (significance, CTBC measures etc) are understood and catered for.
- Support the analysis of the programme of experiments to identify the difference between noise in the data and a significant result. Draw robust conclusions to assist the team and the wider business with user driven feature prioritisation while balancing commercial needs.
- Adopt a range of research methods (qualitative and quantitative) to form a better understanding of customers’ goals, needs and behaviours by uncovering insights through the use of on-site surveys, heatmaps, session recordings and web analytics tools
- Collaborate cross-functionally with IT, Marketing and Merchandising teams to ensure a sharp experiment execution
What We Are Looking For
- 2-3 years’ experience in a related data-focussed and experimentation role, either agency or client-side
- Degree level education ideally in a numerate discipline
- Strong analytical mind set, specifically demonstrating excellent problem-solving skills
- Be able to process data from various sources in an organised and logical manner
- Self-motivated individual, with excellent communication skills
- Strong organisational skills and attention for detail with ability to work to deadlines
- Strong numerical skills with Intermediate knowledge of MS Excel to support and guide decisions for improvements to website
- Demonstrable hands-on experience using Adobe Analytics with a technical focus
- Knowledge of Adobe implementation practices and tagging experience
- GA4 and Looker Studio experience desirable
- Experience of journey mapping and visualisation tools such as Content Square
- SQL skills or experience an advantage
- An excellent understanding of CRO principles, methodologies and best practices
- Experience reporting and communicating test plans with key stakeholders and success/failure of optimization efforts
- Ability to conduct analysis and form robust conclusions in a fast-paced environment
- Knowledge of web experimentation platforms (ideally Bloomreach)
- Team player