Web Site Analytics

2 weeks ago

Spring, United States Hewlett Packard Full time

**_ Responsibilities:_**
- Key:_
- Proven track record of Synthesizing & Analyzing large data sets from disparate systems and joining them to tell the full story
- Drive material improvements to acquisition, retention, and customer lifetime value activities through analysis & experimentation of new functionality and campaigns spanning across all channels
- Ability to interpret attribution models and use customer journeys insights for multi-touch analysis
- Proficient with web analytics tools such as Google Analytics and Adobe Analytics with expertise in advance features and functionality (i.e. data warehouse, vista rules, segments, calculated metrics. etc)
- Lead goal and KPI & forecasting discussions with stakeholders focusing on margin and returns (RPV, ROAS, GM, etc)
- Hands on experience with tagging review, evaluation and architecture/design for new requirements
- Recommend go-to-market actions based on analytical findings to senior leaders
- Develop program initiatives utilizing segmentation strategies based on customer behaviors, business drivers and economics, competitive environment and past program results
- Master at evaluating website tags and document requirements to support business needs
- Expertise in web analytics. Hands on experience on building dashboards and segmentation in Adobe analytics. Understand the different component of Adobe analytics
- Provide thought partnership in customer web/mobile engagement & journey, lifecycle activities and website optimization
- Strong:_
- Partner with business and analytics leaders to design, implement and analyze test experiments intended to optimize demand generation channels across HP's digital direct business.
- Develop and oversee digital campaign strategy, which incorporates customer
- facing communications strategy, customer path/journey, and digital media mix
- Build and evolve tools that enable us to evaluate and interpret experimental data at scale including 1st party and agency data
- Partner with product managers and data scientists to define the technical roadmap and vision of experimentation
- Advise leadership team on key technical considerations related to the future of our technology stack and product roadmap
- Based on appropriate analysis of marketing information, provide value-added business performance analytics and optimization recommendations that enable continuous improvement across the Marketing organization to drive incremental demand generation or improve marketing productivity.
- Work with business marketing teams to develop comprehensive understanding of marketing investment opportunities/trade-offs and translate that understanding into detailed requirements.
- Strong Expertise in data analytics tools like SQL, R/Python with in-depth knowledge and understanding of business intelligence platforms such as Datorama, Tableau, Power BI, Alteryx, etc.
- Experience in modeling techniques such as Multimedia Mix, Multi Touch Attribution, Predictive Analytics, etc.
- Strong knowledge and working experience in Google Marketing Platform, especially in Analytics (GA 360, GA4, Adobe Analytics), Google Tag Manager, Data Studio, Optimize
- Exposure to Data Management Platforms and Customer Data Platforms
- Expertise in the full spectrum of digital analytics including but not limited to tag management, web analytics, A/B testing, campaign optimization, audience management, paid media measurement
- Familiarity with AI/ML techniques applicable to marketing analytics
- Evolve and refine measurement frameworks and KPIs for Customer Measurement
- Develop program initiatives utilizing segmentation strategies based on customer behaviors, business drivers and economics, competitive environment and past program results
- Expertise in web analytics. Hands on experience on building dashboards and segmentation in Adobe analytics. Understand the different component of Adobe analytics
- Provide thought partnership in customer web/mobile engagement & journey, lifecycle activities and website optimization
- Develop program initiatives utilizing segmentation strategies based on customer behaviors, business drivers and economics, competitive environment and past program results
- Benchmark, communicate and track program results against plan
- Be able to quickly translate business problems to an analytical solution-based framework

**_ Education and Experience Required:_**
- Solutions-oriented thinker who can adequately assess and prioritize business needs and translate those into thoughtful and creative digital executions
- Analytical thinker with exceptional strategic planning and problem-solving skills
- 6+ years of experience as a Data Scientist, Data Analyst, or Data Engineer. Preferably for a digital media, MarTech, digital subscription business, and/or technology business
- 4+ years' experience in experimentation design, A/B testing, propensity score analysis, linear regression modelling and/or probabilistic modelling at scale
- BA or BS in Statistics

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