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Web Analyst

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The web analyst works closely with business teams to continually improve web site performance by analyzing multiple sources of data including:
• customer browse and purchase behavior
• customer feedback
• competitive data
• industry trends

The web analyst provides expert knowledge and insight into online business and customer behavior as well as in-store influence of web sites and other digital products (mobile site, mobile applications, kiosks). Measure and analyze site clickstream data, traffic patterns, traffic sources, funnel conversion, as well as content and product performance. Make recommendations for optimization of the online customer experience by utilizing the full ecosystem of data sources. Actively interact with internal clients to assess needs, relay insights, and make recommendations based on those insights. Collaborate with business teams to establish reporting needs and methods (e.g. dashboards) and provide training and support in using and interpreting data. Work with the analytics implementation developer to troubleshoot data collection issues.

Key Responsibilities (Essential Functions)
Analysis, Recommendations, and Insights – Based on the business objectives of the business team or project, gather and synthesize relevant information about the user behavior online, the competitive landscape, and industry trends to make recommendations that either optimize the user experience or minimize user obstacles – all to help achieve the specific business objectives. For example, the web analyst may partner with a particular business team like the Computing team who are focused on selling more networking solutions. The analyst may find trends about messaging or pathing on our web site that results in better conversion for networking. The analyst form this analysis into a recommendation about changes to site content or structure that the Computing team can act on a, and the analyst measure the resulting impact. Another example, the analyst working with the mDot team may discover that an increasing percentage of users are visiting the mDot site on Android devices and similar patterns are seen in the industry. The analyst may recommend prioritizing Android-specific feature enhancements to the site since this user base is growing.

Reporting – Collaborate with business teams to define their key business requirements (KBRs) and translate those into Key Performance Indicators (KPIs) that can be built into recurring reporting as a way to monitor those indicators over time, highlighting significant changes and investing the cause. The web analyst may be involved in the initial definition (KBRs and KPIs) of the reporting, the initial building of the reporting, and/or the ongoing maintenance of the reporting.

Business team support – The web analyst is likely assigned to one or several business teams as the primary analyst contact for those teams. In this role, the web analyst often provides recurring reporting, fielding ad hoc analysis questions, and periodic analysis projects.

Specialization/team resource – In addition to other assignments, each member of the web analytics team will be assigned at least one area of specialization to be the team’s internal resource for that topic. For example, areas of specialization include social media, competitive research, mobile trends, Omniture Insight architect, advance Excel features, etc.


Required Skills and Experience

At least one year experience with web analysis as at least 50% of his/her job, including KBR and KPI definition, setting up and maintaining reporting, and doing web analysis and making recommendations.

At least one year experience using a web analytics tool such as Site Catalyst (preferred), Google Analytics, Web Trends, CoreMetrics. Experience with Omniture Insight, ReportBuilder, or Microsoft Excel advanced features is preferred.

An analytical aptitude and interest. A passion and curiosity to find cause and effect related to user online behavior.

Business acumen. An understanding and appreciation for the fundamental business objectives and the role web analysis plays in helping achieve those business objectives.

Technical savvy. The web analyst role requires advanced use of many software applications and assumes an in-depth understanding of user behavior online. A successful web analyst is more digitally savvy than the average person.

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