Digital Performance Analyst

Our client is Australia's leading professional accounting body and one of the largest in the world. They have more than 172,000 members in over 100 countries and regions. Their core services include education, training, technical support and advocacy. They provide thought leadership on local, national, and international issues affecting the accounting profession and public interest. They engage with governments, regulators, and industries to advocate policies that stimulate sustainable economic growth and have positive business and public outcomes.

Purpose of the role:
This role sits across the Global Member Experience team who design and deliver seamless member experiences across CPA member journeys. They do this by shaping the strategy and delivering a consistent global service for their members, that is responsive to local context, no matter how they choose to connect. They are responsible for delivering data-driven and member-centric interventions, member experience, and engagement with Regions and Divisional Councils to drive member growth, retention, and satisfaction.

• Reporting to the Journey Analytics Manager, the Digital Performance Analyst is responsible for supporting marketing and business development in the definition and implementation of measurement strategies, delivering relevant, frequent, cross-channel performance reports with meaningful, actionable insights.

• Working with the Digital Marketing Team and key stakeholders across the wider business, you will use your ability to provide data-driven decision making, analyzing how prospective and existing B2B and B2C customers interact across our touchpoints to recommend performance improvement opportunities across the business.

• You will be responsible for leveraging Adobe Analytics to drive insights and optimize digital experiences. As the sole digital analyst in the organization, you will be responsible for suggesting and leading best practice in this area

Key Responsibilities: Digital Analytics

• Collect and analyse data from various digital sources, including websites, social media, email campaigns, and online advertising platforms.
• Hands-on experience with Adobe and Google Analytics products (i.e. Adobe Analytics, Google Tag Manager, Adobe Launch, Adobe Experience Cloud, Google Analytics, Google BigQuery).
• Use analytics tools (e.g., Google Analytics, Adobe Analytics) to track and measure key performance indicators (KPIs) related to user engagement, conversion rates, traffic sources, and customer behaviour.
• Transform Adobe raw datainto actionable insights using PowerBI, demonstrating a deep understanding of both platforms to effectively leverage their capabilities for data visualization and analysis.
• Develop and maintain Adobe and PowerBI dashboards and reports to communicate Digital Performance metrics and trends to stakeholders.
• Maintain and improve channel attribution models to accurately attribute conversions and optimize marketing strategies.
• Working with Marketing and Journey Analytics team to plan, monitor and optimise marketing campaigns, including setting campaign targets, developing real-time tracking dashboards, providing analytics, and post-campaign review.
• Identify opportunities for optimization and improvement based on data analysis, such as website usability enhancements, campaign targeting adjustments, and content strategy refinements.
• Implement Adobe Analytics tracking code across digital properties, ensuring accurate data collection and tagging.
• Collaborate with IT teams (i.e. web developers and data engineers) to meet complex tracking requirements and ensure data quality for internal systems.
• Collaborate with UX/UI designers and content creators to implement test variations and measure their impact.
• Conduct A/B testing and multivariate testing to evaluate the effectiveness of digital initiatives and make data-driven recommendations for optimization.
• Stay informed about industry trends, best practices, and emerging technologies in digital analytics and recommend innovative solutions to enhance digital capabilities.
• Provide training and support to internal teams on digital analytics tools and methodologies

Qualifications and experience:

• Degree or Diploma in Information Systems, Business Administration, Marketing or Commerce
• 5 years + proven experience in digital analytics, with a strong portfolio showcasing successful data analysis and optimization projects.
• Expertise in Adobe and Google Analytics products, including Adobe Analytics, Google Tag Manager, Adobe Launch, Adobe Experience Cloud, Google Analytics, and Google BigQuery.
• Proficiency in manipulating and transforming raw data from Adobe Analytics with SQL to be used for analytics and visualisation in Azure and PowerBI.
• Experience in developing and maintaining Adobe and PowerBI dashboards and reports to effectively communicate Digital Performance metrics and trends to stakeholders.
• Strong understanding of channel attribution models and experience in maintaining and improving them to accurately attribute conversions and optimize marketing strategies.
• Excellent analytical skills, with the ability to identify opportunities for optimization and improvement based on data analysis and drive data-driven decision-making processes.
• Hands-on experience in implementing Adobe Analytics tracking code across digital properties, configuring custom variables, events, and eVars to track key metrics and user interactions.
• Collaborative mindset, with the ability to work closely with cross-functional teams, including Marketing, Journey Analytics, IT, UX/UI designers, and content creators.
• Experience in conducting A/B testing and multivariate testing to evaluate the effectiveness of digital initiatives and make data-driven recommendations for optimization.
• Continuous learning orientation, staying informed about industry trends, best practices, and emerging technologies in digital analytics to recommend innovative solutions and enhance digital capabilities.

Experience with Marketing tools such as:

• Marketo, Haiilo, Google Ads
• CRM-Microsoft Dynamics CRM
• CMS -Sitecore Web Content Management System

If this role sounds like your next opportunity, get in touch with Dani Easterbrook for a confidential discussion or email me:

To APPLY for this role, please upload your CV in WORD format.
This role is open to Perm Residents or Australian Citizens only and only shortlisted candidates will be contacted.
Closing Date: 31st July 2024

Dani Easterbrook
Senior Manager
Let's Connect
https://www.linkedin.com/in/dani-easterbrook-086b558/
+ 61 413 471 770

ManpowerGroup is committed to being a Diversity Confident Recruiter and encourages applications from people from a diverse range of backgrounds, including people with a disability. Please indicate your preferred method of communication in your resume and please let us know if you require any reasonable adjustments should you be contacted for an interview.

Aboriginal and Torres Strait Islander people are encouraged to apply.

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