Monitor and analyse key digital metrics such as conversion rates, bounce rates, CTR, CPA, LTV, and churn.
Develop dashboards and reports in Power BI to track campaign and user journey performance across channels.
Use behavioural analytics platforms (e.g., GA4, Hotjar, Heap) to identify optimisation opportunities and user experience improvements.
Design and evaluate A/B tests and controlled experiments to assess the impact of marketing and product changes.
Apply statistical methods including confidence intervals, regression, and correlation analysis to support evidence-based decision-making.
Translate analytical findings into clear business recommendations that drive measurable outcomes.
Implement, manage, and debug website and campaign tracking through Google Tag Manager (GTM) and related tools.
Ensure tracking accuracy across all digital platforms, maintaining compliance with consent management and privacy regulations.
Build and maintain attribution models to assess ROAS, CPA, and channel performance across paid search, paid social, display, affiliate, and SEO channels.
Conduct cohort analyses and audience segmentation to support personalised marketing and retention strategies.
Integrate data from marketing and CRM systems such as HubSpot and Salesforce to create unified performance views.
Perform event tracking and funnel analysis using tools such as Mixpanel, Amplitude, Heap, or GA4
Identify drop-off points and make recommendations to improve user flow and feature adoption.
Provide data-led evidence for prioritising roadmap items and optimising UX based on user behaviour.
Requirements
3+ years’ experience in a digital, marketing, or product analytics role.
Proven experience analysing data from web, CRM, and advertising platforms.
Hands-on experience with Google Analytics 4, Power BI, and SQL.
Use of advanced statistical methods including confidence intervals, regression, and correlation analysis preferred.
Strong SQL skills for querying digital performance data.
Experience with R or Python for statistical analysis preferred.
Skilled in GA4, Hotjar, Heap, and other behavioural analytics tools.
Ability to create clear and insightful dashboards in Power BI, Tableau, or Looker.
Experience implementing and debugging GTM tags and managing conversion tracking.
Understanding of attribution models, conversion tracking, and funnel optimisation.
Strong grasp of A/B testing, experimental design, and statistical validation methods.
Able to translate complex data into actionable insights and present them clearly to both technical and non-technical audiences.
Strong understanding of digital user journeys and how to optimise them for improved engagement and ROI.
Ability to work autonomously across multiple projects and deadlines in a fast-paced environment.
Attention to detail and commitment to data accuracy and integrity.