Director, Web Analytics

The Director, Web Analytics plays a vital role by working with clients and internal staff to ensure all digital marketing communications leverage marketing information to develop more specific targeting and treatment strategies within a test and learn approach. As part of the Marketing Analytics team, the Director of Web Analytics leverages client internal web data, often integrated with off line data to provide insights and information to make digital marketing programs optimally effective.

He/she will actively work with account management and client teams to set analytics objectives, measurement protocol and an analysis plan to measure in-market experience and identify how targets interact with the brand through digital channels, and the best combination of communications elements to drive the desired behaviors. Key to this role is the ability to provide data-driven insights that results in specific action plans

More Detailed Responsibilities include

Ability to develop web analytics proposals and deliver web analytics solutions, including definition of deliverables, timing, costs …. execution of that work and presentation to the client
Development of online measurement strategy by aligning metrics to overall business objectives
Ability to scope technical requirements for delivering online measurement/analytics plans
Identification of required data and data capture mechanisms (eg reg forms, web traffic data, online survey data, …).
Oversight of data analysis and interpretation of results in business context, with detailed findings and implications presented to key stakeholders at all levels
Collaboration with account management, interactive strategy and other internal groups
Ability to develop new methodologies and frameworks building on existing intellectual capital
Ability to identify and partner with key external vendors and partners
Thought leadership in the form of white papers, speeches to promote lessons learned
REQUIREMENTS




8-10 years experience in interactive marketing, business consulting using data and information to drive specific targeting and marketing recommendations



Proven experience in online measurement, web analytics, online market research, analysis, consulting and project management
In depth knowledge of leading web analytics software tools/methodologies from vendors such as Omniture, Visual Sciences, Web Trends, Core Metrics, WebSideStory, …
Familiar with Ad serving platforms such as Atles, DoubleClick/DART, online panels such as Comscore and leading online research providers
Thorough understanding of database marketing
Bachelor’s degree in business and quantitative analysis with focus on marketing
Masters degree in related field
Superior written, verbal and presentation skills
Prior experience managing at least 3 people

Desirable Additional Skills:

Published works or public speaking engagements

Extensive industry contacts

B2C and B2B marketing experience

Previous Direct or Digital agency experience a plus