Marketing Data and Analytics Lead
4 months ago
Company:
Number of Openings:
0
Worker Type:
Permanent
Position Overview:
The Marketing Data and Analytics Lead (Web and Marketing Analytics) manages Finning’s Global Marketing Analytics Services and Operations across both strategic roadmap planning, execution and day-to-day operations that support a global team to deliver on a broad range of strategic business priorities (Priority Value Drivers). The team is a key enabler and driver or capabilities to global teams.
The individual is responsible to manage and grow the Marketing Analytics CoE across core areas of measurement, technology, operations, governance, training and education, change management and best practices.
The individual collaborates with both internal teams and vendor management (ex. vendor(s). They support all Marketing Analytics services and comfortable as a platform administration on Adobe Analytics, Adobe Launch, Adobe Target. Bonus platforms include Microsoft Azure, Observpoint, HotJar and related MarTechs.
The individual is a Marketing technologist who is a consultant to business stakeholders and a storyteller of data and analytics to lead change management areas that build greater awareness and knowledge, desire and adoption and grow Finning’s data-driven Marketing culture.
**Job Description**:
Major Job Functions
- Web Analytics_
- Lead and management of the end-to-end website analytics (research, plan, build, implement, run).
- Manage the planning and processes for capture, storage, usage and tracking of online activity from multiple web sites
- Full responsibility for web analytics needs across customer analytics platforms. Ensure we are collecting the right web analytics data by designing tagging strategies and helping translate analytics requirements from the business into new variables for developers to implement
- Lead and manage a Center of Excellent for Marketing Web Analytics; Support, Best Practices, Training and education, Technology, Measurement, Change Management and Governance
- Design and maintenance of Marketing reporting dashboards using Adobe Analytics data and other BI tools; Google Data Studio, Tableau
- Accountable across web analytics and digital marketing data implementation, QA, UAT, documentation and auditing.
- Raise the department’s analytical IQ through planning and leading formal training, workshops, one-on-ones, weekly insights meetings, and sharing your work
- Partner and consultant with a broad range of business stakeholders to steer and translate business needs and requirements into technical web analytic scope of requirements and estimate the value / benefit of initiatives to ensure we are always working on the most valuable stories.
- Manage the implementation and tracking of digital marketing initiatives both current and future
- Reporting & Insights_
- Plan, build and run data reports, data-visualization in Adobe Analytics.
- Prepare and support the creation and maintenance of dashboards in PowerBI and investigate metrics and measures that deliver insights to the organization and relative to specific business units.
- Provide insights and recommendations based on data.
- Marketing Data Analysis_
- Partner and support business stakeholders to for project and adhoc marketing and website analytics and technical needs
- The advocate to champions the step-change to embed Marketing data and analytics across teams, and the storytelling and presenting key findings to team Leads.
- Champion and support teams in a Marketing Insights Program; proactive engagement with stakeholders and teams, KPI analysis and insight translation, present and communicate insights and findings, lead an action plan framework to guide teams to change thru direct optimization improvements, or A/B testing experimentation.
- Help quantify the financial, customer experience or relevant KPI impact of new site features and optimization initiatives by recommending experiments: from experimental design to test result analysis and presentation
- Ensure teams have the KPIs, dashboards and ad-hoc analysis to understand digital customer behavior, the insights and recommendations on goal performance
- Partner with stakeholder to identify customer pain points and site optimization opportunities by doing deep dive analyses, and integrating web behavior data with other related data sources for enriched insights (ex. voice of customer data (survey data, NPS, etc.), operational data, financial data, etc.
- Support Administration_
- Management of the Marketing Web Analytics Service Desk Support, and the vendor team behind it
- Troubleshooting (ex. tracking, data and analytic issues)
- Tag and tracking management
- Managing the tracking and reporting of operational excellence KPI’s
- MarTech Platform Admin_
- Marketing technology lead and management over Adobe Analytics, Adobe Launch, Google Analytics, Adobe Target, Azure marketing environment, other 3rd party marketing platforms/tools
- Tag management of tagging framework, auditing and
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