Unit:
Head OfficeLocation:
SandtonJob Purpose
The Digital Analyst will be responsible for providing a holistic view of digital customer interactions through the analysis and management of data collected from customer insight platforms, social media channels and dashboards; and to report on trends, make recommendations to continuously optimise conversions, enable decision-making around customer experiences across the customer life cycle, and increase return on investment.
Education
B Degree (Business Management or statistics)
Experience:
· A minimum of 5 years experience in digital marketing · 3 years experience in digital analytics |
Experience using online reputation management software; Google analytics; MS SQL; Google adwords; email reporting, Social media reporting tools
Skills and Knowledge
· Written and verbal communication skills · Advanced skills in MS Office · Root Cause Analysis · Reporting skills · Statistics · Working with graphical and numerical data · Knowledge of the industry |
Digital Marketing channels
· Analytical skills · Plan, prioritise, co-ordinate and manage multiple initiatives · Attention to detail · Reviewing / evaluating information & data · Decision-making · Innovation · Emotional resilience · Influencing skills · Meeting multiple deadline dates |
Working under pressure
Key Performance Areas:
- Identify internal client objectives and advise on suitable metrics to provide the business with relevant digital customer intelligence
- Conduct analyses and ongoing online testing of digital customer interactions with the organisation
- Analyse the effects of different online and offline channels on each other and developing and implementing initiatives for improvement and growth
- Analyse online user behaviour, conversion data and customer journeys, funnel analysis and multi-channel attribution
- Perform adhoc analytics and conversion optimisation consultancies and influence conversion strategies with solid analytical data
- Recommend and execute initiatives and actions arising from the analyses on how to optimise the customer experience
- Create and apply digital customer platforms to further attract and retain customer interaction and ensure that the digital experience offered remains relevant and competitive
- Maintains confidential information and protects customer data by keeping information confidential.
- Research and keep up to date with relevant digital platforms, dashboards and channels and update any changes to digital guidelines, policies and procedures and leading practice.
- Benchmark performance across all digital channels (including online, web, e-mail and social media channels) and advise on KPIs
- Review monthly reports for MVG segments, analyse data and statistics relating to digital customer interactions on various online and social media platforms
- Conduct split testing (AB testing) on content for various digital channels to identify problem areas in the conversion funnel
- Utilize visitor behavior analysis tools such as Heatmaps, Visitor Recordings, Form Analysis and On-page Surveys, and find what is stopping the visitors from converting
- Build variations on tools and test the results
- Monitor identified KPIs and measure the impact of digital media programs
- Based on the information collected recommend, develop and implement appropriate customer interaction experiences, tools, channels
- Monitor trends for various digital channels and applications and provide insights gained
- Report on the effectiveness of campaigns in an effort to maximise results
- Present recommendations for review and approval with Group Digital Management Team on initiatives, changes and updates
- Support the execution of any recommended changes to the system
- Develop customer interaction dashboard concepts for reporting purposes
- Report on key metrics, analysing and interpreting trends and providing actionable insights based on available analytics data
- Develop and present digital customer intelligence reports and draft recommendations for consideration
- Submit data-sets and related reports to the various stakeholders on a regular and ad-hoc basis
- Monitor and report on return on investment of digital campaigns and various channels and report on action required to improve the value of campaigns offered
- Collaborate with Digital team to enhance client reporting and performance measurement and conduct detailed analysis work
- Provide insights gained from social media monitoring into the marketing and editorial teams to evolve their strategies
- Respond to management queries on campaign analyses
- Business units and management are updated on information required to meet their needs and contributes to operational effectiveness
- Educate team, properties and other internal stakeholders on the benefits of digital marketing and the importance of online measurement and performance optimisation