Digital Analyst

Role Overview

• 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.

Tech Stack

• Python
• SQL
• Tableau