Int. Marketing Data Analyst to lead the evaluation of web analytics for our higher education client

Int. Marketing Data Analyst to lead the evaluation of web analytics for our higher education client

Duration: 1 year contract to start

Location: Etobicoke, ON (Hybrid - 2-3x/week)

Job Responsibilities:

• Lead all DXP web analytics and reporting efforts evaluating the performance of DXP web sites in delivering desired outcomes for target audiences.
• Support a data-driven approach to defining success and evaluating the results of tailoring and personalization web interactions in delivering optimal experiences, supporting meaningful calls to action and optimizing conversion rates.
• Consult with groups across in defining desired experience and journey outcomes and identifying opportunities for the measurement and analysis of results of tailored and personalized web content.
• Identify and formally define experiments to evaluate and test how the delivered web experience can be further refined and optimized.
• Guide the analysis and review of experimentation results and use the results to further optimize personalization campaigns.
• Support and guide client groups in understanding and interpreting experiment results and providing data-driven insights into effective tailoring and personalization approaches.
• Develop reports and presentations to a variety of audiences on overall performance and effectiveness of web sites in delivering on desired outcomes.

Must haves:

• 5+ years as a Data Analyst working with Web Analytics and performance reporting.
• 5+ years of experience using Google Analytics and the ability to conduct in-depth analysis and reporting of web traffic data to evaluate current web experiences and identify optimal future content adaptation strategies.
• 3+ years of experience with data visualization tools (PowerBI/Tableau) for large data sets.

Nice to haves:

• Experience with analytics and tagging strategies for Drupal 10, Drupal multisite and Acquia Site Studio content is highly desirable.
• Knowledge and experience in using VWO Personalization is highly desirable.

Role overview:

To support continued platform development and site migration, the DXP team is seeking an Analytics Lead. This position will play a vital role in supporting the DXP solution by supporting comprehensive evaluation of data analytics, audience behaviours, and web site performance in delivering on desired outcomes. In particular, the analytics lead will support the tailoring and personalization of delivered web content to deliver desired user journeys and experiences. The personalization lead will play an active role in guiding adoption of a data-driven approach to identifying personalization opportunities, designing meaningful experiments and analytical approaches, and evaluating personalization campaign results.

The analytics lead is responsible for guiding and directing all data analysis efforts associated with web sites on the DXP platform. They use captured data to evaluate web experiences, assess conversion rates and behaviours of users interacting with web sites, and evaluate attainment of desired web site performance outcomes. They use web site data to identify and refine audience segments and evaluate the behaviours and actions of those segments in the context of defined user journeys and optimizing conversion rates. The analytics lead guides the analysis and evaluation of existing web experiences and journeys, providing meaningful interpretation of data and formulation of insights into future tailoring and personalization opportunities that continue to optimally drive web site performance.