Digital Analytics Manager

Washington, DC

Description

This role works with Web Strategy and Operations, providing expertise and operational support of web analytics. The analyst will provide analytics insight and expertise, primarily focusing on the Society’s pillar digital channel using a suite of tools, mainly Adobe Analytics, ClickTale, and ForeSee.

The role also employs additional tools to provide analysis of other digital channels, including, mobile, search (paid and organic), social, and email.

This role is highly collaborative, requiring the analyst to engage with a variety of stakeholders. Excellent written and verbal communication skills are a must. Demonstrated interpersonal skills and teamwork are required.

Responsibilities

At-a-glance

Collaborate with WSO and business stakeholders to develop dashboards and reports that provide actionable insight to help drive business performance.

Help define, implement, and maintain the standards for web analytics reporting.

Interact with our analytics vendor to insure appropriate tag development and placement.

Troubleshoot and support Adobe Analytics and Adobe DTM issues

Train new Adobe Analytics users and build a repository of web analytics training materials.

Provide Adobe Analytics user administration.

Maintain awareness of the digital analytics field, trends, and product landscape.

Data capture responsibilities

Engage with stakeholders to determine data requirements
Determine what data and which tools best address new requirements
Evolve tagging requirements and fixes, ensuring existing tracking remains intact
Work with our vendor as well as our Development and Web Operations teams to establish and implement tagging standards.
Engage effectively with development team to optimize implementation and data integration
Work with internal staff and consultants to ensure legacy analytics code is replaced with DTM code for web properties and third-party systems, validating the flow of analytics data
Implement appropriate coding and tagging
Engage with QA team to test analytics implementations, validating data flow, capture, and integration across systems to ensure accuracy of data reporting

Data extraction responsibilities

Engage with stakeholders to determine reporting requirements
Determine what reports and which reporting formats best address stakeholder needs
Craft, test, validate, and maintain regular data reports
Create custom reports and dashboards on an ad hoc basis

Data analysis and presentation responsibilities

Analyze web site analytics and raw data to formulate and present actionable recommendations to help drive business performance.
Analyze web performance through use of visitor segmentation and marketing attribution.
Help define and recommend measurements, strategies, and reporting using data to drive valuable business decisions.
Identify optimization strategies to maximize conversion and revenue.

Qualifications

Highly proficient in the use of Adobe Analytics (Omniture Site Catalyst) with a minimum of 3 years of recent experience as a web analyst on the Adobe platform
Highly experienced with Adobe Dynamic Tag Manager (DTM)
Strong analytical thought process and ability to interpret findings
Advanced Excel user, including experience using pivot tables, charts, and v-lookups
Strong communication and presentation skills
A basic understanding of statistical analysis
External campaign tracking experience, particularly for paid search, display, and email campaigns
Web content development/publishing experience, using an enterprise content management system (CMS)
Basic HTML/CSS/JavaScript skills
Bachelor’s degree in Marketing, Computer Science, Engineering, or other Technical discipline

Digital Analytics Manager

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