As Web Analyst, you contribute to digital profitable growth in the region, playing a critical role in optimizing the digital customer experience. You are responsible for full funnel behavioral analysis related to website traffic, user behavior, product performance, and sales performance across all owned digital transactional channels (.com & app). You track key metrics, generate reports, and identify trends to make data-driven recommendations for improving website functionality, user engagement, and conversion. You collaborate with cross-functional teams to implement strategies that enhance the overall online shopping experience, such as A/B testing, all with the goal of increasing revenue and profit. You are responsible for driving the behavior analytics competence within the e-com team, acting as an expert user of SQL querying and extracting data from DEP.
You have strong analytical and technical capabilities with a solid understanding of web analytics metrics and KPIs. You are skilled in data interpretation with an ability to translate complex data into actionable insights and recommendations. You are familiar with e-commerce best practices and principles, with an understanding of the total digital ecosystem. You are a clear communicator and work collaboratively with a cross-functional team to implement data-informed strategies and tests.
Key responsibilities
- Responsible for full funnel web analytics per market across all owned digital transactional channels (.com & app), by collecting and analyzing website performance data, traffic, conversion rates, bounce rates and user behavior to monitor trends and identify areas for improvement.
- Generate regular reports and dashboards, summarizing key findings and presenting actionable insights to the regional digital team and other stakeholders. You support in planning, execution, and drive evaluation of A/ B and multivariate testing to evaluate the impact of changes to the website, helping to optimize features, content, and user pathways for maximum conversion.
- You perform customer segmentation and cohort analysis to understand the behavior and preferences of different customer groups, including product performance and customer experience; implementing tagging and tracking solution to ensure accurate data collection and main data integrity across various digital platforms and channels.
- Expert user for SQL and data enablement platform, point of contact for the global teams and regional digital team during data transformation and leads upskilling of the regional digital team.
- Collaborate with customer activation and marketing team, ecommerce leads, and experience leads in tracking the effectiveness of online campaigns, ROAS, performance of products and categories and customer behavior, recommending executional adjustments to improve sales, inventory management, and develop best practices.
