Web Site Analytics & Optimization Lead

Key Skills

Aartificial intelligence, Adobe Analytics, Analytical and Problem solving, Data Analytics, Data Engineering, Data science techniques, Data Studio, Design, Effective communication skills, Google-Analytics, Leadership Skill, Machine learning techniques, Optimization, PowerBI, Python Programming, R Programming, SQL, Tableau, Web Analytics

Job Description

HP is seeking an experienced Web Site Analytics & Optimization Lead who is passionate about optimizing the business through the intersection of data and insights. As an Analytics Lead, you will partner cross-functionally to optimize various digital initiatives and drive key performance indicators (KPI’s) forward for the hp.com online stores worldwide.

You will be seen as a subject matter expert for interpretation of web behaviour and assessment of strategic initiatives. You will also work on complex problems where analysis of situations or data requires an in-depth evaluation of multiple factors. Role will require you to Lead and/or provides expertise to functional project teams and may participate in cross-functional initiatives. Furthermore, you will act as an expert providing direction and guidance to process improvements and establishing policies. 

Responsibilities: 

Key:

• Proven track record of Synthesizing & Analyzing large data sets from disparate systems and joining them to tell the full story
• Drive material improvements to acquisition, retention, and customer lifetime value activities through analysis & experimentation of new functionality and campaigns spanning across all channels
• Ability to interpret attribution models and use customer journeys insights for multi-touch analysis
• Proficient with web analytics tools such as Google Analytics and Adobe Analytics with expertise in advance features and functionality (i.e. data warehouse, vista rules, segments, calculated metrics. etc)
• Lead goal and KPI & forecasting discussions with stakeholders focusing on margin and returns (RPV, ROAS, GM, etc)
• Hands on experience with tagging review, evaluation and architecture/design for new requirements
• Recommend go-to-market actions based on analytical findings to senior leaders
• Develop program initiatives utilizing segmentation strategies based on customer behaviors, business drivers and economics, competitive environment and past program results
• Master at evaluating website tags and document requirements to support business needs
• Expertise in web analytics. Hands on experience on building dashboards and segmentation in Adobe analytics. Understand the different component of Adobe analytics
• Provide thought partnership in customer web/mobile engagement & journey, lifecycle activities and website optimization

Strong:

• Partner with business and analytics leaders to design, implement and analyze test experiments intended to optimize demand generation channels across HP's digital direct business.
• Develop and oversee digital campaign strategy, which incorporates customer- facing communications strategy, customer path/journey, and digital media mix
• Build and evolve tools that enable us to evaluate and interpret experimental data at scale including 1st party and agency data
• Partner with product managers and data scientists to define the technical roadmap and vision of experimentation
• Advise leadership team on key technical considerations related to the future of our technology stack and product roadmap
• Based on appropriate analysis of marketing information, provide value-added business performance analytics and optimization recommendations that enable continuous improvement across the Marketing organization to drive incremental demand generation or improve marketing productivity.
• Work with business marketing teams to develop comprehensive understanding of marketing investment opportunities/trade-offs and translate that understanding into detailed requirements.
• Strong Expertise in data analytics tools like SQL, R/Python with in-depth knowledge and understanding of business intelligence platforms such as Datorama, Tableau, Power BI, Alteryx, etc.
• Experience in modeling techniques such as Multimedia Mix, Multi Touch Attribution, Predictive Analytics, etc.
• Strong knowledge and working experience in Google Marketing Platform, especially in Analytics (GA 360, GA4, Adobe Analytics), Google Tag Manager, Data Studio, Optimize
• Exposure to Data Management Platforms and Customer Data Platforms
• Expertise in the full spectrum of digital analytics including but not limited to tag management, web analytics, A/B testing, campaign optimization, audience management, paid media measurement
• Familiarity with AI/ML techniques applicable to marketing analytics
• Evolve and refine measurement frameworks and KPIs for Customer Measurement
• Develop program initiatives utilizing segmentation strategies based on customer behaviors, business drivers and economics, competitive environment and past program results
• Expertise in web analytics. Hands on experience on building dashboards and segmentation in Adobe analytics. Understand the different component of Adobe analytics
• Provide thought partnership in customer web/mobile engagement & journey, lifecycle activities and website optimization
• Develop program initiatives utilizing segmentation strategies based on customer behaviors, business drivers and economics, competitive environment and past program results
• Benchmark, communicate and track program results against plan
• Be able to quickly translate business problems to an analytical solution-based framework

Education and Experience Required: 

• Solutions-oriented thinker who can adequately assess and prioritize business needs and translate those into thoughtful and creative digital executions
• Analytical thinker with exceptional strategic planning and problem-solving skills
• 6+ years of experience as a Data Scientist, Data Analyst, or Data Engineer. Preferably for a digital media, MarTech, digital subscription business, and/or technology business
• 4+ years' experience in experimentation design, A/B testing, propensity score analysis, linear regression modelling and/or probabilistic modelling at scale
• BA or BS in Statistics, Business, Marketing or Data Science; Masters preferred.
• Experience in Marketing database such as MRM or CRM applications; statistics background a plus.
• Demonstrable experience with digital marketing, SEM, social media and display advertising
• In-depth knowledge of google trends and similar web with ability to think strategically on leveraging insights for campaign development
• Experience with Adobe Analytics, GA360, Adwords, Display Networks or relevant digital experience platforms
• Advanced statistics background for analytical positions preferred (advanced degree with research and statistical focus background).

Knowledge and Skills: 

• Advanced understanding of marketing attribution including multi-touch & ML (Machine Learning)
• Proven expertise in experimental design (including but not limited to A/B testing), principles of causal inference, and statistical techniques
• Familiarity with web design, tagging and marketing tracking parameters
• Proven ability to make trade-offs in the face of uncertainty
• In-depth knowledge of and/or experience in business and marketing strategies.
• Excellent written/oral communications and analytical skills.
• Excellent interpersonal and project management skills
• Excellent negotiating and change management skills.
• Ability to interface effectively with management team and functional disciplines.
• Excellent influencing and consensus-building skills.
• Excellent execution skills.

About HP

You’re out to reimagine and reinvent what’s possible—in your career as well as the world around you. So are we. We love taking on tough challenges, disrupting the status quo, and creating what’s next. We’re in search of talented people who are inspired by big challenges, driven to learn and grow, and dedicated to making a meaningful difference.

HP is a technology company that operates in more than 170 countries around the world united in creating technology that makes life better for everyone, everywhere.