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Digital Marketing Analyst At Efinancial

Location: Chicago, Illinois

Job Description

The Digital Marketing Analyst will lead analyses to glean business insights that enhance our digital marketing performance. The Digital Marketing Analyst will drive and support next stage iterations on user experience, testing, content, copy, and other important aspects of our digital purchase and partnership marketing programs to increase consumer engagement and acquisition.


The Digital Marketing Analyst role encompasses analysis of the digital purchase experience: partnership campaign analysis, partnership lead nurture, and cart optimization across the various web site properties.


The ideal Digital Marketing Analyst candidate must be analytical but possess the skills to translate data into business strategies that deliver measurable results. This person will be responsible for daily/weekly monitoring and reporting, ad hoc deep dives, and leading meetings to share key data points and recommendations.

Responsibilities

  • Provide data analysis and strategic insights to help accelerate the sales growth and profitability of the digital purchase experience across partnership sites, eFinancial, Fidelity Life and eCoverage
  • Build systems and processes to initiate, collect, combine, analyze, and translate information related to website tagging and analytics
  • Track and analyze the digital purchase funnel key performance indicators (KPIs) such as page conversion rates, cart abandonment conversion, and traffic by partnership source
  • Analyze data sets to identify high value opportunities to increase revenue through the digital purchase funnel and to optimize the consumer experience
  • Use multiple data sources to create and present weekly and monthly digital channel reports, and conduct ad hoc deep dives as required. Manage, organize, and present KPI reporting/dashboards for digital channels including ecommerce and partnership websites
  • Evaluate partnership website and journey performance, analyze site content, and ensure websites and applications have proper coding to collect requisite traffic data and support SEO
  • Analyze visitor-level data to understand user behavior across partnership marketing channels (e.g., paid search, organic, banner, SEO) and its impacts on the digital purchase experience and partnership sites
  • Monitor and analyze the effectiveness of landing pages, display banner, ad copy, and other creative assets
  • Troubleshoot Google Analytics tracking issues including page tags, conversion tracking, custom events, and ecommerce tracking
  • Implement and analyze A/B or multi-variant tests to provide in-depth insights
  • Provide training for internal employees on use of analytics tools and best practices as needed

Qualifications

  • Bachelor's Degree in a quantitative field required; background in business, marketing, mathematics, statistics, economics a plus
  • 3 – 5 years of experience in web/digital marketing analytics and reporting required, ideally Google Partner certified
  • Proven experience with analytics setup, analysis, reporting, recommendations, and strategy
  • Advanced experience with Microsoft Excel to create complex reporting models from concept to completion (e.g., pivot tables, charts, vlookup, sumifs, etc.)
  • Experience defining goals and KPIs. Deep understanding of key digital marketing metrics (e.g., CPA, CPL, CPC, CPM, etc.)
  • Excellent project and time management skills, with ability to manage a portfolio of marketing analytic dashboards and projects across brands and digital channels
  • Strong presentation skills including verbal presentation and formal written documents using PowerPoint and Word
  • Team oriented with a collaborative business style
  • Willingness to go beyond the traditional data queries and to understand online behavior from a user and site experience perspective
  • Experience with the following tools and applications:
    • Web analytics (Google Universal Analytics, Google Tag Manager, etc.)
    • A/B testing and personalization (Optimizely)
    • Data visualization (PowerBI, Tableau, Google Data Studio)
    • SEM (semrush, moz, etc.)
    • Web visualization (Hotjar)