Senior web analyst at Haymarket

Brand/Title Description 

Haymarket Business Media (HBM) is seeking a web analytics specialist to provide invaluable support to its management, marketing, sales, editorial and product development teams, based at its main Hammersmith office.

The analyst will use Omniture’s SiteCatalyst to extract and report on data trends and ensure colleagues in a range of roles around the business know how to use the tools available to run their own reports.

S/he will run reports centrally from the data; analysing, interpreting and presenting the results in regular and ad-hoc reports; as well as triangulating the data with marketing data sets to seek explanations for observed web traffic trends.

The candidate must also be experienced at implementing Omniture for new products, including website builds and app developments, and must be able to provide the necessary technical information and support to developments teams internally and externally to make sure the business is provided with the analytics it needs to track business success.

This is a pivotal role for HBM, supported by members of the Business Intelligence Unit and the technical development team, but the analyst will lead on all matters related to web traffic monitoring and analysis within the division.

Responsibilities

Analysis and interpretation of data

You will be the main ambassador for analytics within Haymarket Business Media and will work to ensure engagement with the data by sales, publishing and marketing teams, providing training internally so that colleagues can run their own reports from the system.

Additionally you will produce regular and ad-hoc reports giving insight on aspects of web traffic performance. Analysis ranges from top-level monitoring of KPIs for senior management to segmentation of the data to investigate causes of site underperformance or growth for hands-on sales and publishing teams.

The job will involve analysis of other data sets, such as marketing activity, seeking reasons for trends observed. You will analyse user journeys to enable the optimisation of websites and drive conversions using all tools and methods available, including multivariate testing, and input into the creation of audience personas as part of the annual business planning process across all Haymarket’s business markets.

Defining, implementing and configuring the measurement strategy

You will need to ensure that new/rebuilt websites and other digital products are properly configured to allow web traffic monitoring, providing the necessary SDRs and supplementary documentation to the development teams.

You will liaise with internal/external clients to define their reporting requirements related to specific KPIs and business objectives and, with the help of the technical team, translate this into tagging requirements. You will then liaise with the technical team to implement these.

When the new site / re-builds are implemented you will be responsible for testing to ensure that the data captured meets the reporting needs of the business.

Other responsibilities

You will help the business develop Key Performance Indicators and look for relevant uses of web traffic data on both internal and competitor performance to provide insight to the business owners and operational teams. As such, you will need to stay up-to-date with the latest analytics and tracking technologies and best-practice, advising the business of the best tools and techniques.

Person Specification 

Experience required

Essential

• Excellent knowledge of digital analytics / web analytics.
• Significant workplace experience of web analytics tools, including Omniture’s Site Catalyst and Google Analytics, with implementation and analysis experience.
• Excellent communication skills including the ability to explain complex technical information to a non-technical audience.
• Excellent Excel knowledge to manipulate data and an understanding of SQL Server. 
• Educated to degree level or equivalent.
• An interest in business strategy and the use of web analytics to provide business insight.

• Experience of reporting tools such as Business Objects and Crystal Reports
• SEO knowledge
• Paid search: PPC / SEM / Google Adwords / Overture
• Multivariate testing
• HTML skills
• An understanding of Social Media monitoring

How To Apply 

Haymarket is an equal opportunities employer and welcomes applications from all areas of the community.<!--?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" /-->

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