Principal: Journey & MarTech Analytics

Minimum requirements:

• A Degree in an analytical field, e.g., Informatics, Computer Science, Data Science, Commerce
• A Post Graduate qualification is preferred

Experience

• 5-8 years of experience gathering requirements and analyzing data
• 8-10 years working experience preferred
• Experience required with a proven track record in the drafting and implementation of Journey Analytics, driven initiatives on Digital Projects
• Extensive Digital Customer Experience (DCX) and personalization knowledge
• Proven track record in MarTech and related marketing areas such as performance media buying, digital analytics, content management systems, email marketing automation and personalization
• Working experience with Facebook Ads/Google Ads/Adobe Analytics/ with the respective platforms analytics tracking capabilities (Facebook Pixels, Google Ads Conversion Tracking)
• Excellent communication and presentation skills, able to collaborate with cross-functional teams, within the Division or others
• Experience implementing tracking using Tag Management systems such as Adobe Launch or Google Tag Manager (GTM) to implement tracking on Content and e-Commerce sites
• A minimum of 5 years working with Marketing Technology (MarTech) such as Adobe Analytics, Google Analytics, Google Optimize, Data Studio, DMPs, CDPs, Google Tag Manager
• Experience working in performance marketing or eCommerce environment (advantageous)
• Ability to tie personalisation and optimization initiatives to drive ROI
• Experience in funnel analytics and digital marketing technologies

Technical Competencies:

• Adobe Analytics and Adobe Launch
• Google Analytics
• Google Tag Manager
• Google Optimize

Responsibilities:

• To understand the context and usage of the digital marketing technologies for digital user journeys and analysis
• Coordinate with the system owner for assigned marketing technology platforms to ensure reporting requirements are fulfilled
• Serve as super-user to figure out possible workflows and help non-technical marketers run better performing campaigns
• Manage the departments marketing analytics requests with Data/Tech Teams or external vendors
• Setup and maintain Adobe Analytics and Google Analytics taggings for new campaigns
• Develop and maintain Google Datastudio/Tableau/PowerBI dashboards for daily/weekly/monthly performance marketing tracking
• Ensure that Executive-level reporting is available to track key KPIs and is accurate and fit-for-purpose relative to the business value drivers
• Drive an improvement in the return on spend of the performance marketing budget as per the internal KPI
• Provide input to the development of Audience segmentation strategies, relative to MarTech capabilities and outputs to help drive the commercialization of our digital data
• Align with broader MCG strategic initiatives to deliver value for the business and Group Digital
• Use insights to drive strategic and operational KPIs
• Provide input to the development of ML models, with Data Science, to drive personalization initiatives and commercial outcomes and ROI
• Work with MCG stakeholders to implement and share learnings and successes across markets
• Measure success and communicate learnings to relevant stakeholders to drive strategic build and optimization decisions
• Develop and document working strategies on how journey optimization and personalization strategies impact key business objectives, revenue and cost savings
• Use Analytics and insights on the end-to-end customer journey to help reach the internal subscriber growth KPI
• Improve the efficiency of the customer journey by providing recommendations to improve conversions as per internal KPIs
• Perform analytics on the end-to-end digital funnel and provide insights and recommendations on areas to be optimized
• Drive the governance and usage of Google Analytics/Google Tag Manager across the business
• Build dashboards that allow Business units to measure the efficiency of products and marketing campaigns
• Work with BI teams to align dashboarding outputs to align to the KPIs defined in the Measurement Framework and business best practices
• Implement digital analytics solutions on eCommerce, content and viewing sites and apps in line with best practices and business
• Conduct Analysis on the performance of Customer Value Management (CVM) campaigns, Partnerships and Performance Marketing (PMKT) efforts and provide insight and recommendations to optimize funnel performance.
• Utilize Customer Lifetime Value (CLV) metrics and attribution models to improve the advertising journey and campaign targeting
• Report on traffic, conversions, acquisitions and retention of customers, driven by Public Relations (PR) & Social Media, PMKT, Partnerships, and CVM and direct traffic to the home page/landing pages
• Develop, track and report on Key KPIs pertaining to Digital traffic, Acquisition, Conversions, CLV, CAC and Retention
• Work collaboratively with the performance marketing teams providing insight and reporting on Audience behaviour, CLV and Return on Ad Spend (ROAS) metrics
• Perform analytics on the end-to-end digital funnel and provide insights and recommendations on areas to be optimized
• Drive the governance and usage of Google Analytics/Google Tag Manager across the business
• Build dashboards that allow Business units to measure the efficiency of products and marketing campaigns
• Work with BI teams to align dashboarding outputs to align to the KPIs defined in the Measurement Framework and business best practices
• Implement digital analytics solutions on eCommerce, content and viewing sites and apps in line with best practices and business
• Conduct Analysis on the performance of Customer Value Management (CVM) campaigns, Partnerships and Performance Marketing (PMKT) efforts and provide insight and recommendations to optimize funnel performance.
• Utilize Customer Lifetime Value (CLV) metrics and attribution models to improve the advertising journey and campaign targeting
• Report on traffic, conversions, acquisitions and retention of customers, driven by Public Relations (PR) & Social Media, PMKT, Partnerships, and CVM and direct traffic to the home page/landing pages
• Develop, track and report on Key KPIs pertaining to Digital traffic, Acquisition, Conversions, CLV, CAC and Retention
• Work collaboratively with the performance marketing teams providing insight and reporting on Audience behaviour, CLV and Return on Ad Spend (ROAS) metrics
• Conduct A/B tests to drive improvement of conversions on the platform by analysing customer behaviour and platform interaction
• Build governance around running, updating and optimizing personalization initiatives
• Manage digital property personalization master document to track initiatives
• Ensure that all personalization initiatives are well documented, and process oriented
• Prioritize and drive programs to improve Digital Experience
• Implement and develop business cases to motivate for initiatives