Web Analyst
Current• Performs all duties of an analytics tool administrator and serves as an internal consultant onGoogle Analytics capabilities and site tagging requirements, including creating/managing account access, all site tagging, and configurations, custom dashboards, and user training as requested.• Defines, implements, documents, and refines website tagging; identifies and rectifies dataand tagging issues.• Integrates data from the website with other data platforms.• Works with cross functional teams to ensure website analytics are implemented in a way thatdelivers reliable, usable insights, • Integrates data into automated reporting platforms.• Partners with site merchandising and UX teams to help execute A/B tests. Generates analyses oftest performance and maintains consistent communications with stakeholders.• Generates ad-hoc reporting as needed.• Participates in marketing, merchandising, promotional discussions, and other activities to ensure necessary analytics tracking is set-up prior to site or campaign launches.• Develops and runs regularly scheduled weekly/monthly web analytics reports and dashboards that contribute meaningful analysis with actionable insights, core website analysis, effectiveness of new site feature launches and testing/targeting efforts.• Defines, implements, and monitors UTM parameters across all channels to track marketing effectiveness.• Monitors site analytics and partners with the site merchandising and digital marketing teams toprovide best practices for improvements of online conversion.• Leads regular tagging audits, providing best practices, and troubleshooting to ensure accuracy.• Manages relationships with vendors and consultants related to analytics.• Participates in conversations pertaining to audience segmentation and other media optimizationefforts.• Prepares critical data for feedback to eCommerce, Digital Marketing, and creative teams todrive higher sell-through of key items.
