Accel - Lead - Web Analytics

Role and Job Content:

- Support the analytic needs of a business unit by analyzing web traffic using largely Google Analytics Premium + other clickstream tools like Clever Tab, and other attribution tools

- Create holistic dashboards by pulling data from different data sources and websites for presentations to senior management team.

- Collaborate with external partners such as Agencies to assist with data collection and reporting.

- Lead driving core insights from the data to suggest, create and execute multivariate or a/b/c tests that drive fundamental improvements to the site experience.

- Senior Business Analysts will typically focus on the specific needs of multiple business units and support all facets of the decision-making platform (clickstream analysis, outcomes analysis, search analysis, multivariate testing analysis).

- They will also work with the website technology team closely to identify gaps in the data capture strategy and collaboratively implement enhancements. They will also be expected to partner outside the business units and outside the company to ensure that best practices in metrics and decision making are being exposed to the BU management and core website decision makers.

Experience / Technical Skills

- Engineering degree (MBA preferred).

- Atleast 6-8 years of working with standard clickstream analysis tools: Google Analytics (preferred) Omniture, ClickTracks, WebTrends, HBX, CoreMetrics etc.

- Deep understanding of GA setup, Events setup, Data Layers, Enhanced E-commerce, working with Big Query essential

- Experience in advanced web analytics methodologies such as experimentation and testing, competitive analysis, surveys and market research.

- Three to five years of experience in one or more roles in an online e-commerce or online support environments.

- Three to five years of experience in using the Microsoft Office suite with very strong Excel skills.

- Three to five years of business analysis experience in large size companies with multiple functions/business units preferred.

- Mid-level expertise in the SEM (Search Engine Marketing) / PPC (Pay Per Click) and SEO (Search Engine Optimization) strategies and a minimum one-year experience measure success of SEM/PPC and SEO campaigns/efforts.

- Excellent communication skills and ability to interact with all levels of end users and technical resources

Typical Deliverables :

- Weekly, monthly reports (excel, BI tools, clickstream analytics).

- Lead development of senior management dashboards.

- Website behavior and customer experience analysis.

- Data consolidation and validation.

- Coordinating tags, tracking parameter implementations.

- Lead creation and completion of Multivariate and A/B testing documents (from hypothesis creation to influencing creatives to identify success metrics) and post test analysis.

- Business requirements synthesized from multiple sources including product managers, development teams, and functional group members.

- Documentation relating to existing processes and suggestion/presentations for improving those processes.

Effective and persuasive presentations (verbal and written) for project teams and business leaders.