The purpose of this job description is to describe the authorities, responsibilities, and duties of the Digital Analytics Supervisor.
The Digital Analytics Supervisor is selected and placed into the position by the Group Digital Director of the Digital Division and the Digital Director of Insight Marketing. This position works under General Direction, providing overview of end result; work is completed unsupervised. Incumbent uses independent judgment and discretion to accomplish tasks. Plans/schedules/arranges own activities and delegates activities to subordinates. Has considerable latitude of discretion and judgment within scope of position. Develops solutions to complex problems.
The Digital Analytics Supervisor leads the Digital Analytics Team in it’s day-to-day process for finding ways to monitor, analyze and grow the Client’s business through the systematic and continual assessment, support and guidance of the Client’s marketing, advertising and overall business activities and strategies.
Build, produce and maintain complex report systems and applications for the Client, Media and Digital teams. Includes further development and maintenance of internal automated reporting tools, documents, scoring systems, and dashboards for on-going and post-campaign reporting.
Analyze marketing metrics and develop data models to successfully identify the cause and effect relationships and assign attribution between online media/marketing campaigns, site visits and action behavior, and lead or sales outcomes.
Develop and interpret digital marketing and product sales statistics into actionable recommendations to optimize for improved effectiveness and to increase the rate of return on marketing spend.
Statistical analysis of digital media campaign delivery and performance using data sourced from DoubleClick/DART, AdobeAnalytics/Omniture, and Google Analytics.
Use of data analysis, mining, and migration techniques for enhanced targeting, audience segmentation, clustering, profiling, and regression analysis.
Identification of digital placement-level strengths and weaknesses across simultaneous campaigns and geographies, as well as individual DMA campaigns
Coordination with appropriate digital team members to discuss region- and campaign-specific findings plus actionable recommendations for digital media campaigns built on various CPM, CPC, CPE, and CPA models
Work collaboratively with Digital team and Media team on requirements related to reporting needs.
Manage and delegate workload of ongoing and ad hoc requests amongst team of Analysts
Assist with budget maintenance and creation of predictive/forecast reporting models.
Perform audits on the current status of client’s digital marketing programs and of their supporting agency operations with the objective to identify gaps or risks and to identify possible improvement opportunities and economies of scale.
Responsible for conducting detailed Ad Hoc and recurring analysis from internal and external data sources.
Identify and facilitate resolution of tagging issues in coordination with additional Online Analyst focused on site-side tracking, reporting, and implementation
Use AdobeAnalytics/Omniture web suite of products to develop actionable and insightful recommendations.
Be the advocate for the customer’s online experience by continually reviewing site performance and recommending areas for optimization.
Assist with developing an ongoing site optimization strategy including AB and Multivariate Testing.
Responsible for the effective implementation and application of the online analytical tools and processes used by the client.
Maintain deep understanding of business logic, systems and data.
Communicate status of projects and implementation.
Bachelor's Degree in Mathematics, Statistics or relevant, equivalent experience.
Expert knowledge of DoubleClick/DART, AdobeAnalytics/Omniture Site Catalyst and Google Analytics.
General understanding of digital advertising, digital media strategy, ad placement types, placement-level insight, and standard media metrics.
General knowledge of SEO and keyword advertising helpful, but not required.
Passion for the online marketing, advertising, and analysis
Expert knowledge of Excel and MS Office
Knowledge of Tableau and/or Google Data Studio
Understanding of structured vs. unstructured datasets and how to apply them to analytics processes
Strong leadership and interpersonal skills – great team player.
Strong analytical, decision-making, and problem-solving skills and abilities. Loves puzzles, developing hypotheses, and finds enjoyment in solving them.
Ability to work independently in a fast-paced and dynamic environment –well organized, meet tasks in short deadlines, multi-task and prioritize, and have an effective work ethic. Must be able to work with multiple personality types in 9 different locations and 3 time zones.
Proven history of meeting tight deadlines and not afraid of tackling ad hoc requests.
Should exhibit a consultative approach to account services and client when called upon. Relationship development is a key attribute to success.
Excellent verbal and written communication skills – you can make a clear case for what you’re suggesting, and why, based on the data and research.
Attention to detail is a requirement, not an option.
The responsibilities are many, various, and not limited to those written in this document