Digital Marketing Analyst

UPMC • Pittsburgh, PA • 5h ago

Purpose:

As a member of the marketing team, the Digital Marketing Analyst will help maximize sales and profitability of the digital group by supporting strategic analyses and providing business intelligence to the Marketing teams for all LOBs. This position will set the web analytics implementation roadmap and build supporting infrastructure to better integrate various tools and automate operational reporting, including: Web Analytics (Piwik PRO), Transactional data and information, Email reporting, third-party web traffic monitoring services, consumer feedback data, and social media data.

This position will work a hybrid structure, reporting to the office as needed.

Work with the digital media marketing team to devise, conduct a/b and other test plans, analyze results, and suggest opportunities for improvement.

Work to help achieve cross-device and cross-channel attribution in reporting dashboards

Develop rigorous analyses based on campaign and strategic KPI's, evaluate key business issues and drivers, build business cases, and frame recommendations for actionable insights.

Partner with the digital team to architect and implement a digital analytics solution for all web properties.

Lead analyses and recommendations of various consumer strategic initiatives and projects.

Create business unit-specific dashboards to drive business decisions based on KPI's of digital media and traditional media campaigns.

Identify traffic trends for improving site conversion.

Support the implementation of digital analytics on new digital tools and properties.

Partner with the leadership team on key strategic projects to drive improved business growth.

The ability to interpret the data and effectively communicate clear recommendations to business owners who do not always have an extensive web analytics background is required.

A self-starter attitude who lives and breathes data that can also create their own deadlines is preferred.

Understanding of advanced tracking techniques such as event tracking and cross-domain tracking. This also includes understanding the tagging process, implementing tracking code, understanding tag triggers and variables, and the testing and debugging process when adding new tags is required.

Bachelor's degree in Mathematics, Statistics, Business, Computer Science or related disciplines (MBA/MS a plus)

4 years of marketing experience, at least 2 years working with web analytics required.

Experience working with Piwik PRO preferred, but fluency in Google Analytics and Google Tag Manager or other comparable enterprise digital data tools is required.

Preferred Understanding of advanced tracking techniques such as event tracking and cross-domain tracking

Familiarity and experience with website front-end programming languages (HTML, CSS, JavaScript)

Extensive website analytics and testing structure/reporting experience a must. Deep understanding of data analytics tools, trends, and industry.

Consumer-oriented industry experience in e-commerce and periodical publishing.

Deep and demonstrated understanding of e-commerce and website behavior; Deep and demonstrated understanding of databases.

Knowledge of Social platforms (Facebook, Twitter, LinkedIn, Google, DoubleClick) and the proven ability to effectively integrate these platforms into a cohesive marketing and data strategy.

Understanding of mobile platforms and the proven ability to effectively integrate these platforms into a cohesive marketing and data strategy.

Excellent project management skills to build and execute project plans with clearly defined deliverables, timelines, and ownership.

Provide prompt and timely updates with progress, issues, and risk mitigations.

Healthcare experience preferred but not required, consumer/retail / technology /Insurance experience preferred Licensure, Certifications, and Clearances:

Act 34

UPMC is an Equal Opportunity Employer/Disability/Veteran

UPMC

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