WHAT DOES A DIGITAL ANALYST DO?
Published: Oct 28, 2024 - The Digital Analyst specializes in maintaining and advancing the Datorama marketing dashboard by updating data feeds and creating new dashboards/widgets to enhance decision-making. The position generates comprehensive reports by synthesizing data from multiple platforms including Salesforce CRM, Google Analytics, and internal databases to support marketing strategies and operations. This role collaborates across teams to optimize product development and marketing efficiencies, ensuring alignment with business objectives and integration of new technologies and insights.
A Review of Professional Skills and Functions for Digital Analyst
1. Digital Analyst Duties
- Reporting and Dashboards Management: Own reporting and dashboards for partner brands.
- KPI Reporting: Provide KPI reporting and commentary for discussion in regular performance catch-ups.
- Stakeholder Reporting Accessibility: Ensure that KPIs are tracked, and reporting on them is accessible by stakeholders.
- Business Partner Engagement: Engage with business partners to identify measurement requirements.
- Data Quality Assurance: Help ensure tracking solutions are implemented to deliver the highest data quality.
- Tracking Implementation Audits: Support tracking implementation audits and bring existing setups in line with best practices.
- Website Analysis: Analyze website user behavior, conversion funnels, and customer journeys across campaigns and channels.
- Actionable Insights: Identify problems/opportunities and deliver actionable insights against KPIs.
- Digital Analytics Roadmap Support: Support the Digital Analytics roadmap by helping achieve key implementation and process definition milestones, reporting progress to the wider business.
- Paid Media Collaboration: Work collaboratively with the paid media team to optimize paid user journeys, maximizing performance and efficiency of campaigns.
- Hypothesis Development: Translate conceptual business questions related to marketing and customer analytics into working hypotheses.
- Digital Measurement Delivery: Work closely with the rest of the digital analytics team on the shared backlog, monitoring and delivering all digital measurement initiatives.
- Holistic Performance Analysis: Collaborate with other functions to perform holistic analyses on organizational performance to identify opportunities for digital transformation.
- Business Requirement Definition: Define business requirements of digital analysis, and develop action plans on data acquisition, validation, and analyses.
- Performance Reporting: Compile and present regular reports reflecting the performance and status of digital transformation programs.
2. Digital Analyst Details
- Trading Insight and Reporting: Provide regular trading insight and website analytics reporting.
- Site Performance Optimization: Use optimization tools to provide analysis and insight to optimize site performance.
- Analytics Requirement Definition: Work with colleagues in various departments to define analytics requirements and reports.
- Automated Reporting Setup: Set up automated reporting to provide regular, timely MI and analysis on digital performance against targets.
- Analytics Tracking Setup: Assist in setting up analytics tracking tags to gather accurate data on websites and apps.
- Data Validation Testing: Test website tracking code and apps to ensure data is collected correctly.
- Analytics Requirements Design: Assist in designing and creating detailed analytics requirements for developers to use in new projects.
- Tag Management Roadmap: Assist in the creation of a tag management roadmap in a continuously changing digital landscape.
- Web Optimization Support: Support wider marketing initiatives with relevant and appropriate web optimization.
- Data-Driven Culture Promotion: Assist in creating a data-driven, customer-centric culture within the digital marketing team and the wider business functions.
- Media Tracking and Reporting: Track TV, digital, and social media viewership trends through regular daily, weekly, and monthly reporting.
- Data Validation and Monitoring: Validate the accuracy of data in reports, communicate issues/anomalies to designated support teams, and monitor the status of outstanding issues.
- Audience Profiling and Insight: Provide audience profiling and ad-hoc brand affinity data for the Sales and Integrated Marketing teams.
- Stakeholder Data Support: Support Pricing & Planning stakeholders with data inputs.
- Research Library Maintenance: Maintain a library of research reports and studies.
3. Digital Analyst Responsibilities
- SEO Strategy Development: Developing and managing SEO strategies including keyword targeting, content analysis, technical improvement, and customer engagement.
- eCommerce Collaboration: Working with brand eCommerce teams to strategize, develop, and implement site and content improvements.
- Technology Partnership: Collaborating with technology partners including product managers, engineers, designers, and UX to implement SEO-driven technology initiatives and reviewing non-SEO initiatives.
- Content Research & Development: Researching and developing eCommerce and editorial content to target queries across multiple parts of the purchase funnel.
- HTML/JavaScript Optimization: Identifying opportunities for improved on-site use of HTML/JavaScript for SEO benefit.
- Project Prioritization: Taking a leadership role with IT and brand partners to prioritize SEO projects based on ROI.
- SEO Content Strategy: Collaborating and influencing brand partners on an SEO content strategy utilizing top keywords based on seasonality and relevant search intent.
- Dashboard Management: Maintaining a reporting dashboard that goes beyond traffic/revenue/keywords, including user engagement metrics like time on page, conversion, and click path.
- On-Page Optimization: Developing and maintaining on-page optimizations, including title tags, meta descriptions, and header tags, based on page content and targeted keywords.
- Keyword Research: Managing keyword research strategy using third-party tools to select target keywords based on relevance, search volume, and business priority.
- Vendor Management: Managing numerous outside vendors that support SEO strategy and drive growth.
- Technical Operation: Operating a computer and communicating via telephone.
- Promotional Planning: Planning monthly cross-channel promotional delivery to reach internal and external contractual agreements, providing optimization recommendations on promotional mix to improve yield and achieve contractual goals.
- Promotion Execution Coordination: Partnering with Distribution Trafficker, providing daily direction on promotion executions.
- Data Dashboard Management: Creating and maintaining customized Adobe and aggregated data dashboards, partnering with Revenue Operations Analytics and Data Management to incorporate client campaign performance feedback for continued evaluation and promotional decision-making.
4. Digital Analyst Job Summary
- Targeted Marketing: Advising and building targeted lists for various digital marketing campaigns.
- Dashboard Management: Maintaining marketing dashboard platform, Datorama, including updating/adding data feeds and building new dashboards/widgets.
- Performance Reporting: Fielding report requests from marketing team members and leadership to help uncover and understand key performance metrics to accomplish business objectives.
- Data Analysis: Utilizing an array of data sources and reporting tools to pull together reports, including Salesforce CRM and Marketing Cloud, Google Analytics, and internal databases.
- Reporting and Presentation: Compiling reports and presentations of findings in easily digestible formats.
- Research Assistance: Assisting the Marketing Research Analyst on larger research projects.
- Technical Support: Supporting digital and technologies teams to enhance capabilities in marketing, sales, and product development.
- Business and System Analysis: Performing business, systems, functional, and data analysis, analyzing functional and non-functional user experience.
- Team Collaboration: Collaborating with team members, product owners, and stakeholders from across the organization.
- Plan Development: Contributing feedback and recommendations to help develop plans that are ready for hand-off to development teams.
- Coaching and Mentoring: Coaching and mentoring as appropriate to help build improvements and effectiveness.
- Consumer Insights: Assisting Research heads with consumer insights projects.
- KPI Analysis: Preparing and presenting delivery and KPI-driven analysis for internal teams.
- Partnership and Product Testing: Working with the Partnership team to identify, test, and incorporate new/improved products, platforms, or vendors into the Distribution promotional workflow, researching and monitoring trends, opportunities, and obstacles with partner environments/technologies.
5. Digital Analyst Accountabilities
- Digital Product Delivery: Partnering across the Digital team to support delivery of complex digital products and services.
- Commercial Engagement: Actively engaging with commercial teams and local/global partners to identify opportunities to digitize the GTM (Go-To-Market) of DLL and its partners.
- Market Analysis: Building and maintaining a solid understanding of the market and key digital competitors, using insights to evolve new and existing digital tools.
- User Acceptance Testing: Coordinating and/or conducting user acceptance testing for all new relevant system functionality and enhancements.
- User Experience Optimization: Driving the UX to ensure maximum adoption by partners and driving incremental new business for the group.
- Data-Driven Decision Making: Using analytics, insights, and industry data to vet and prioritize digital initiatives against broader business goals.
- Performance Analysis: Analyzing the performance of digital tools and surfacing actionable insights to improve flow and program predictability.
- Capacity Planning: Supporting capacity scenario planning, including impact assessments, benefits modeling, and capacity allocation.
- Artefact Management: Maintaining and developing artefacts to support the management and communication of capacity-based digital activities.
- Cross-Functional Coordination: Assisting in cross-functional forums to ensure clarity is maintained across the digital portfolio.
- Planning & Delivery Support: Supporting the development of planning and delivery scenarios in simple, digestible formats.
- Campaign Analysis: Supporting Digital Analysts in creating campaign projections and providing data metrics that inform strategy.
- Query Optimization: Monitoring performance of queries and optimizing them.
- Database Management: Managing data transfer into and out of the database.
- System Connectivity Monitoring: Monitoring connectivity between systems to ensure proper execution and syncs.