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Digital Marketing Analyst - Google Analytics - Test / Target

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Job Purpose/Summary:

The focus of the role is to implement and monitor and utilise analytics across digital platforms in order

to optimise the lead conversion, path and funnel, including user journey effectiveness, providing

recommendations to improve the user experience and acquisition efforts across four websites (personal,

business, credit and corporate), four channels (mobile, online, email and social media) and multiple products.

Setting up, and managing conversion funnel dashboard and driving recommendations to increase volume

and value of new accounts generated. Enhancing Google Analytics to provide attribution of sales channels

and setting up conversion path reports in order to analyse and make recommendations for improvements on

products, journeys and channels. Using Adobe Test and Target to optimise performance, the candidate will

own the process from tagging stage to recommendation stage, overseeing the resulting campaigns.

Digital Marketing Analyst

Main responsibilities:

• To maximise utilisation and revenue growth through and from customer acquisition.

• Optimise user experience and conversion funnels across multiple platforms

• Develop digital strategies informed by data analysis

• Work with product and channel owners to make recommendations to deliver conversion

enhancements by analysing data

• Work with data analytics team as owners of the business data to ensure alignment with company data

standards

• Own the recommendations, implementation and daily activity of the multivariable testing and

customer experience monitoring strategy

• Own the tagging strategy for Google Analytics and Adobe Test and Target to ensure a best in class

delivery in partnership with front end development

• Enhance existing web analytics dashboards/reporting to best practice standards to include attribution

modelling, visitor flows and goals, and effectively monitor key KPIs in conversion path for different

products/channels

• Analyse customer journeys/interactions through each website and application form and communicate

to the product and channel managers prioritised recommendations to improve the customer

experience

• Collaborate with front end development as the subject matter expert on Google Analytics and other

tools

• Owner of existing web/digital analytics tools as well as recommending new tools

• Work with PPC and SEO channel owners to maximise opportunity through each channel

• Monitor email campaigns performance across ECM

• Make recommendations based on campaign results

• Conducting deep dive analysis into the different booking journey performances, so that drop-out

points and reasons for task failure are identified and communicated

• Exposing system errors and usability restrictions by using customer experience monitoring tools

• Work with Analytics to get full assessment of performance against objectives

• Special projects as assigned and needed

Skills and experience required:

• Extensive experience with web analytics across secured and unsecured platforms (i.e. monitoring

cross-domain traffic) on large scale in a transactional website environment

• Highly numerate and analytical, capable of quickly and accurately assessing and interpreting data.

• Proven track record of implementing Google Analytics to an advanced standard from scratch in

complex, multi-website organisation

• Expert knowledge of business web analysis disciplines, standards and processes.

• Extensive experience with analytics/optimisation, including: Google Analytics and Adobe Test and

Target

• Graduate calibre or equivalent (numerate degree preferred)

• Excellent verbal, written communication and interpersonal skills

Desirable skills:

• Experience of working in a multi-channel environment

• Knowledge of relevant regulatory and legislative environment

• Proven track record in successfully designing, implementing and analysing marketing campaigns, on-
time, to budget.

• Experience working in other financial services companies marketing departments

• Experience of writing SQL Queries

Key Performance Indicators:

• Conversion rate improvements

• Monitoring site traffic including: visits; rankings; visitor flow etc.

• Product/channel tests and optimisation recommendations which result in increased sales, usage and

optimise spend on digital channels

• Volume/value of new accounts generated

Job related Competencies:

• Accountable

• Self-starter – manage workload independently

• Results driven

• Resourcefulness / Meeting Deadlines

• Customer focussed

• Creative thinking

• Analytical thinking

Company Brand Values

Personifies the brand values of the company including Accountability, Transparency, Respect, Approachability, Credibility and

Trustworthiness.Job Purpose/Summary:

The focus of the role is to implement and monitor and utilise analytics across digital platforms in order

to optimise the lead conversion, path and funnel, including user journey effectiveness, providing

recommendations to improve the user experience and acquisition efforts across four websites (personal,

business, credit and corporate), four channels (mobile, online, email and social media) and multiple products.

Setting up, and managing conversion funnel dashboard and driving recommendations to increase volume

and value of new accounts generated. Enhancing Google Analytics to provide attribution of sales channels

and setting up conversion path reports in order to analyse and make recommendations for improvements on

products, journeys and channels. Using Adobe Test and Target to optimise performance, the candidate will

own the process from tagging stage to recommendation stage, overseeing the resulting campaigns.

Digital Marketing Analyst

Main responsibilities:

• To maximise utilisation and revenue growth through and from customer acquisition.

• Optimise user experience and conversion funnels across multiple platforms

• Develop digital strategies informed by data analysis

• Work with product and channel owners to make recommendations to deliver conversion

enhancements by analysing data

• Work with data analytics team as owners of the business data to ensure alignment with company data

standards

• Own the recommendations, implementation and daily activity of the multivariable testing and

customer experience monitoring strategy

• Own the tagging strategy for Google Analytics and Adobe Test and Target to ensure a best in class

delivery in partnership with front end development

• Enhance existing web analytics dashboards/reporting to best practice standards to include attribution

modelling, visitor flows and goals, and effectively monitor key KPIs in conversion path for different

products/channels

• Analyse customer journeys/interactions through each website and application form and communicate

to the product and channel managers prioritised recommendations to improve the customer

experience

• Collaborate with front end development as the subject matter expert on Google Analytics and other

tools

• Owner of existing web/digital analytics tools as well as recommending new tools

• Work with PPC and SEO channel owners to maximise opportunity through each channel

• Monitor email campaigns performance across ECM

• Make recommendations based on campaign results

• Conducting deep dive analysis into the different booking journey performances, so that drop-out

points and reasons for task failure are identified and communicated

• Exposing system errors and usability restrictions by using customer experience monitoring tools

• Work with Analytics to get full assessment of performance against objectives

• Special projects as assigned and needed

Skills and experience required:

• Extensive experience with web analytics across secured and unsecured platforms (i.e. monitoring

cross-domain traffic) on large scale in a transactional website environment

• Highly numerate and analytical, capable of quickly and accurately assessing and interpreting data.

• Proven track record of implementing Google Analytics to an advanced standard from scratch in

complex, multi-website organisation

• Expert knowledge of business web analysis disciplines, standards and processes.

• Extensive experience with analytics/optimisation, including: Google Analytics and Adobe Test and

Target

• Graduate calibre or equivalent (numerate degree preferred)

• Excellent verbal, written communication and interpersonal skills

Desirable skills:

• Experience of working in a multi-channel environment

• Knowledge of relevant regulatory and legislative environment

• Proven track record in successfully designing, implementing and analysing marketing campaigns, on-
time, to budget.

• Experience working in other financial services companies marketing departments

• Experience of writing SQL Queries

Key Performance Indicators:

• Conversion rate improvements

• Monitoring site traffic including: visits; rankings; visitor flow etc.

• Product/channel tests and optimisation recommendations which result in increased sales, usage and

optimise spend on digital channels

• Volume/value of new accounts generated

Job related Competencies:

• Accountable

• Self-starter – manage workload independently

• Results driven

• Resourcefulness / Meeting Deadlines

• Customer focussed

• Creative thinking

• Analytical thinking

Company Brand Values

Personifies the brand values of the company including Accountability, Transparency, Respect, Approachability, Credibility and

Trustworthiness.

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