Analytics Manager Job Description

To manage company website analytics, including detailed traffic analysis and reporting as a means of driving product development and commercial growth

The role will also manage the research and analytics budget and have oversight and budgetary control of all expenditure on audience and ad sales research.

The role will require deep dive information analysis. The ideal candidate will be able to suggest innovative ways to improve reporting and processes and use data to drive the development of the site as a whole.

Delivery of data analysis from a variety of sources (especially Omniture Site Catalyst) with a strong emphasis on providing actionable insights, based on a clear understanding of business objectives (e.g. unique users and PIs by section, point-of-entry and exit paths, retention and stickiness by source of user, video usage etc.)

Identify trends and/or commercial opportunities to help drive product and website development discussions, new initiative experimentation and promotion analysis

Establishing key metrics to measure performance of the website and mobile products and to track, analyse and report on their performance including financial and marketing indicators.

Production and distribution of daily, weekly, and monthly reports and dashboards in line with stakeholders’ business objectives including various ad hoc reporting requirements

Managing a research budget.

Research types include quantitative and qualitative studies using a variety of tools such as online surveys, focus groups, listening labs, and analysis of syndicated sources e.g. Comscore

Ensure ROI across long-term and short-term research initiatives.

Manage the relationships with third-party analytics and research providers e.g. Omniture, Comscore, Neilson

Conducting competitor analysis, including benchmarking, and communicating the results to the team.

Serve as an internal subject matter expert on the reporting tools and metrics employed, ensuring that reporting is an integral part of the product development lifecycle

Develop and, where necessary, evolve the analytics system, including data capture, data modelling and reporting
Creation and execution of user training (Omniture) for relevant members of the team

Skills and Experience

Comprehensive understanding of web and marketing metrics and tracking mechanisms

Experience with a range of systems, including Omniture Site Catalyst (essential), Discover on Premise (Visual Workstation), Google, Hitwise, Comscore, Neilson

A deep understanding of web analytics including customer segmentation, multi-variate analysis, modelling, search campaign analysis, and path analysis

Ability to interpret data and recommend action on a variety of analyses

Experience of carrying out research for website development

Ability to manage multiple projects and changing priorities effectively in a complex, fast-paced business environment with strict deadlines

A working knowledge of relevant Data Protection legislation

Display a flexible and creative approach to problem solving

Keen interest in the internet and other emerging media and for understanding global media developments

A good understanding of search and SEO

Ability to work on own initiative and without close supervision

Excellent written and verbal communication skills
Good at working with multi-disciplined teams