Lead Digital Analyst

£44000 - £49000 per annum
26 Jun 2018
24 Jul 2018
Tichaona Moyo
Job Discipline
Data & CRM, Digital
Experience Level
Contract Type
Full Time
Responsible for leading analytics across all digital channels, delivering the reporting and insight required to fuel the digital team. Using this insight, they'll work with colleagues across digital.

Client Details

My client is one of the worlds largest Not for Profit and Charities, devoted to providing high quality care and support across the U.K. Based in South Central London my client an established Not for Profit is seeking a Lead Digital Analyst to lead on digital analytics across all digital channels.


The key responsibilities for this Lead Digital Analyst based in London are:

* Analytics management and governance: To devise, and manage the implementation of, a Google Analytic tagging standard. The post holder will advise developers on best practice, including the use of container tags and marketing campaign tag set-up. They will regularly audit the implementation and performance of website tags.

* Conversion and performance analysis: To identify, set up and track conversion funnels underpinned by a thorough understanding of fundraising and other business objectives, coupled with a detailed analysis of website user behaviour. The postholder will set up and analyse multi-channel campaign performance, working with and overseeing agencies and communications colleagues as appropriate

* Insight and reporting: With the ability to think through and solve complex problems, the Senior Digital Analytic Executive will provide insight into website user behaviour, including key journeys, usage of real estate, under-performing content and dropout points. They will produce regular and ad hoc reports with commentary and insight to inform business decision-making.

* Continuous optimisation: They will work closely with the Senior User Experience Manager and Digital Channels Manager to devise and run a programme of multivariate website tests. They will be a key player in achieving our ambition to strive for digital excellence through test and learn initiatives. The postholder will advise both technical staff and business users on best practice in multivariate testing, and on how they can use the findings to optimise performance.


The successful Lead Digital Analyst will:

* Manage the Google Analytic's account, and be the expert in digital channel analytic's

* Devise an analytic's strategy and framework for improving key metrics such as bounce rate, time spent on site, engagement, value per visit and conversion

* Work with Fundraising colleagues & the digital team to devise new supporter journeys in key areas such as event registration, donations and online fundraising

* recommend and implementing improvements to the digital marketing mix eg effectiveness and spread of referrers, effectiveness of campaign landing pages etc

* Analyse digital marketing campaign effectiveness in driving traffic to the website and mobile channels, including online conversion, attribution and cost of acquisition. Work closely with digital marketing colleagues and external agencies to share this insight and recommend improvements

* Standardise Google Analytics tagging across all digital collateral, supporting colleagues across the charity with their own tagging set-up and analysis (eg online shop)

* Produce regular reporting to feed into departmental and corporate scorecards, and respond to ad hoc requests as required

* Devise and run multivariate tests using third party software such as Optimizely and free optimisation tools such as Google Analytics Content Experiments

* Lead workshops and cross-team sessions to understand website tagging and insight requirements

* Regularly analyse user behaviour across website, microsites and mobile channels

* Work with the UX, Design & Digital team to enhance and evolve website personas

* Set up and monitor Google Analytics website funnels, goals, events and dashboards

* Organise and run Google Analytics training sessions to upskill colleagues and to encourage them to take ownership of their own website performance analysis

* Provide governance over Google Analytics account, including administration of accounts and user access

* Lead the adoption of new web analytics and user experience software, proactively identifying opportunities for us to continuously enhance digital insight, including upgrade to Universal Analytics

Job Offer

The is a permanent role paying up to £49,000 per annum & coupled with a market leading employee benefits package based in London. Not for Profit and Charities experience preferred but not essential.

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