**LOOKING FOR STRONG ADOBE ANALYTICS SKILLS / EXPERIENCE**Develops compelling and insightful recommendations, and communicates these effectively with the various stakeholders and among cross-functional teams.
As a central member of the digital marketing team, the Sr. Web Analyst is responsible for gathering, structuring, and analyzing data to derive compelling insights that drive the optimization of our online marketing initiatives. This includes the design and management of web analytics tracking systems to ascertain behavioral response to marketing initiatives and effect on online conversion including sales and data collection.
Create, manage and distribute critical marketing reports
Develop, maintain and troubleshoot integrated systems for collecting, managing and reporting on web analytics and online sales metrics using relational databases and reporting technologies including our online analytic tools (Adobe/Omniture Digital Marketing Suite: SiteCatalyst, Discover, Data Warehouse and ReportBuilder) and traditional reporting/analysis platforms (Microstrategy, Crystal Reports, SQL, Excel, and Access).
Responsible for transforming raw data into actionable insights that ensure cross-departmental marketing efforts are effectively driving incremental online sales and attendance.
Develop A/B and multivariate testing strategies to improve the customer experience online and increase revenue generated per user to the website.
Implement and analyze these tests using the Adobe Test&Target platform.
Develop internal search KPIs and success benchmarks
Use data-driven analysis to increase revenue generated per internal search (platform Adobe Search&Promote), finding the optimal content per search.
Strategically develop and implement web analytics code to enable tracking of online properties.
Ensure relevant traffic and key performance metrics are captured in order to provide actionable insights
Directly implement code when possible and manage web production/IT implementation on more sophisticated tracking
Document all data standards and processes as appropriate.
Analyze website data on traffic sources and patterns, order volume, conversion funnel, navigation behavior, and product selection
Work on stakeholder-specific analysis including campaign analysis, customer segmentation and profiling. Identify successes, trends, and potential problem areas.
Provide insight on data trends and anomalies, making recommendations where appropriate to improve business performance.
Develop and implement processes and procedures to regularly test and improve online creative content (including web pages, micro-sites, advertising copy, etc) and products (including ticket packages, vacation packages, special offers, etc) using A/B and multivariate testing. Drive internal search strategy, pushing visitors to optimal content, whether that is engagement focused or high purchase-predicting.
Create, manage and distribute data and insights via regular and ad-hoc reporting including statistical calculations, graphical representation and written analysis utilizing online analytic tools (Adobe/Omniture Digital Marketing Suite: SiteCatalyst, Discover, Data Warehouse and ReportBuilder) and traditional reporting/analysis platforms (Microstrategy, Crystal Reports, SQL, Excel, and Access).
Provide operational administration of our web analytics platform based on Adobe/Omniture SiteCatalyst.
Serve as primary technical liaison with Omniture and lead end-user training.
Maintain page tagging standards and build business processes to streamline tag deployment across web properties.