The Data Analytics Manager for Paid Media will be responsible for planning, managing, and implementing the web, contact, and marketing performance analytics strategies for assigned clients. This role requires an ability to deeply understand client goals and KPIs, operationalize and manage data and analytics integrity between Google Analytics, all paid media platforms, MAPs, and CRMs (such as Hubspot and Salesforce), and consistently and proactively synthesize that data into actionable insights, evaluating new opportunities for greater accuracy and keeping ahead of industry trends. This is also a client-facing role, requiring the ability to convey the story behind the data to provide a strategic path forward to maximize business outcomes.
Roles and Responsibilities
- Guide and work closely with the planning teams and the client teams to identify and answer important questions, give actionable recommendations, and deliver “data-driven” marketing investment decisions across multiple channels
- Strong attention to detail, and be able to quality-check their teams’ work to ensure that data anomalies/mistakes are caught prior to delivery of the analysis to the client teams
- Create and manage deliverables against detailed project plans that align expectations with outcomes
- Create and manage a training plan for the account management/project management team to be able to make one-off campaign insights and provide recommendations to clients
- Coaching/mentoring/managing stakeholders, growing the firm’s Data/Analytics Center of Excellence
- Monitoring of all client accounts and maintaining overall accuracy in the overall measurement and strict adherence to analytics policies
- 5+ years of hands-on experience in analytics strategy, implementation, execution, access permission and audience development
- B2B experience preferred
- 2-3 years agency experience, specifically… Experience in digital, marketing, brand management or consulting
- Experience in cross-functional, remote team environment
- A deep and familiar understanding of both Google Analytics Universal and Google Analytics 4, analytics trends, incl. plans on transitioning all accounts to the latter
- A deep and familiar understanding of Google Tag Manager, javascript and web development
- An ability to navigate and analyze MAP and CRM contact and marketing performance data
- Ability to create dashboard views of that data to support data story is a plus
- Ability to map those across platforms is a plus
Other platforms, such as…
- Google Data Studio or equivalent
- Google Search Console
- Post-iOS14 Strategies
- Familiarity with Google Analytics Terms of Service and User Policies
- Familiarity with government legislation, such as the CCPC and GDRP
- Analyze performance metrics across digital channels and create actionable insights into how to drive the best- in- class retention marketing programs
- Build data and strategic best practices, including conducting ongoing audits of analytics tools and needs; identify gaps in both toolset and metrics data and participate in selecting and implementing new tools where there are opportunities for gap-filling and improvement
- Strong understanding and experience with mapping paid media platform data and KPIs for pre, during and post campaign analysis (platforms including but not limited to Google, Bing, LinkedIn, and Facebook)
- Experience with Marketing Platforms, such as Hubspot, Marketo and/or Pardot and CRM integration, able to ensure full funnel tracking and attribution of marketing performance metrics/KPIs and revenue is set up correctly across systems and visualized for key stakeholders
- Fully proficient with various software programs such as Word, PowerPoint, Excel ( incl. intermediate level understanding of Excel functions, ie., VLook-up, Pivot Table, chart building) or it's G-Suite counterparts
- Strong critical thinking and problem solving skills – a demonstrated ability to mine data for relevant and actionable insights