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Product & Digital Analyst

3 months ago

Calgary, Canada Direct Energy Full time

Essential Duties/Responsibilities

Product Team Collaboration:

Conduct advanced data analysis to provide actionable insights for product development and management, using tools like demographic and psychographic segmentation.

Deliver comprehensive monthly reports that guide product teams in improving performance, including analysis of customer segments and product performance across channels.

Provide strategic analysis by deeply understanding customer data (usage, segmentation, etc.), and building prioritized recommendations for the product funnel using data and customer feedback.

Develop and maintain KPIs to monitor and enhance product performance, supporting improvements in conversion rates and customer retention metrics.

Collaborate with product teams to define data requirements for new features and product launches, ensuring data integrity and timely analytics implementation.

Perform market research to identify trends, growth opportunities, and new customer segments, and produce quarterly reports with actionable insights.

Research and present data analytics related to energy and non-energy product markets to inform decisions about which channels to deploy in specific markets.

Other duties as assigned

Data Layer Requirements & Implementation:

Collaborate with stakeholders to define and document precise requirements for the data layer, capturing all user interactions and events across our digital platforms.

Structure data designs, systems, and processes to extract datasets for new product implementations including customer SAP and digital data (Google Analytics, Adobe Analytics).

Ensure the data collected is comprehensive and accurate, providing a solid foundation for analytics.

Analytics Code Management:

Ensure that analytics tracking codes (e.g. Google Analytics, Adobe Analytics) are correctly implemented across all digital properties.

Manage the implementation and validation of tags across digital platforms, ensuring their correct placement and functionality to capture all relevant user interactions and events. This includes monitoring and resolving any issues with tracking to maintain data integrity and ensure accurate data collection.

Knowledge Base & Documentation:

Develop and maintain thorough documentation on analytics implementations, including data layer specifications and tag management guidelines.

Provide a comprehensive resource for the organization, ensuring that all teams have access to best practices and troubleshooting procedures.

Complete professional development courses or certifications related to data analytics or product management and apply new knowledge to improve analysis quality and insight generation.

Working Conditions:

Primarily an office environment.

Some overtime is required as special projects arise.

Some travel