Digital Marketing Analyst

Description

The Digital Marketing Analyst manages the integration of digital marketing analytics into decision-making processes in Corporate Marketing at UPMC. This includes developing, implementing, and evolving a digital marketing analytics strategy that focuses on discovering key insights for online improvements. The Digital Marketing Analyst reports to the Senior Manager Digital Marketing Analytics. Working with the Senior Manager of Digital Marketing Analytics this role will: 

• Update, maintain and manage UPMC’s Google Analytics and Google Tag Manager 
• Work with the analytics team on migrating UPMC’s GA360 into GA4
• Assisting in managing the implementation and evolution of the Digital Marketing Analytics Strategy and Omni-Channel Digital Analytics Strategy. 
• Providing digital marketing analytics expertise and best practices to inform strategy development and overall business decisions 
• Manage the day-to-day core insights/trends of our digital marketing programs to help guide website and/or campaign optimization efforts

Requirements

Responsibilities:

• Provide dashboards, reporting, analyses, and actionable optimization recommendations
• Organize and present web analytics data using Domo, Google Analytics, and appropriate statistical analysis programs
• Work with UPMC digital strategy to support ongoing client needs, including the development of custom profiles and reporting and troubleshooting analytics tracking issues
• Contribute to landing page optimization based on actionable data from analysis and testing
• Complete ROI analysis for online marketing vehicles, campaigns, and content. Identify areas of opportunity to further improve campaign outcomes for UPMC initiatives. Provide insights and recommendations, based on web data, to support continuous improvement of these programs
• Provide ad hoc reports and analysis to quantify the impact of online marketing campaigns, content, tools
• Collaborate with external data partners, agencies, and vendors to assist with data collection, reporting, and tagging implementations on the site
• Provide training to members of the digital team on Analytics basics
• Continual knowledge (research) of market and industry and sharing knowledge with Web Team and clients
• Provide industry data and trends to marketing management
• Track and report performance on all web marketing activities and keep senior management apprised of status and accomplishments
• Work closely with Web Team and Development Team in estimation, planning activities, and QA

Requirements:

• Bachelor's degree in Business, Mathematics, Statistics, Marketing, Communications or related field 
• Fluent in the Google Analytics platform with experience creating a standard, custom, workspace, and ad hoc reporting 
• At least two (2) years in an analytical role in digital/social media or business intelligence 
• Knowledge of social media analytics tools (Facebook Insights, Twitter, Pinterest, Instagram, etc.)
• Knowledge of SEO, SEM, and PPC strategies and their measurement 
• Prefer knowledge of Sitecore and WordPress content management systems
• Basic understanding of advanced tracking techniques such as event tracking and cross-domain tracking Knowledge of creating custom tracking URLs using UTM tagging parameters
• Knowledge of Google tag management tools Ability to read and interpret HTML and JavaScript Understanding of marketing, media, user experience (UX), and customer segmentation principles, best practices, and analytical approaches
• Knowledge and ability to apply digital marketing analytics results to the practical considerations of day-to-day marketing and operational business challenges
• Proven experience with analyzing and identifying the strengths and weaknesses of options and exercising critical thinking, problem-solving, and judgment skills
• Proven track record of project management and successful project completions Proven record of multi-tasking and ability to handle a high-pressure environment with significant timeline pressures
• Ability to identify the need for alerts to inform business and IT users of problems with the website using available tools Excellent written, verbal, and data visualization skills with experience creating professional, client-ready documents. Attention to detail
• Can work effectively both independently and as a member of a team