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Web Analytics Specialist

Company: Lafayette Economic Development Authority
Location: Lafayette
Posted on: June 25, 2022

Job Description:

  • Stuller is looking for an experienced Web Analytics Specialist to support with the tracking of web activity and marketing efforts.
  • They will own the setup and management of Google Tag Manager and Google Analytics 4 properties for Stuller's websites, working with various teams to track KPI and goal metrics properly.
  • The Web Analytics Specialist will also create reports for various stakeholders within Stuller, measuring the flow of traffic through to the website, the impact of marketing campaigns and digital advertising efforts, and the impacts of site search and our AI-powered banner system on purchase behavior.
  • This position is highly collaborative, working with Marketing, Web Development, Enterprise Analytics, Merchandising, and Customer Experience teams.Essential Duties and Responsibilities:
    • Refinement of Stuller's existing Google Analytics installations and preparation for transitioning sites to the Google Analytics 4 property type.
    • Partner with the web development team to strategize, implement, and manage Google Analytics event tracking via Google Tag Manager.
    • Define and enforce standard operating procedures for uniform tracking of web activity.
    • Creation of UTM parameters for various offline marketing channels following established naming conventions.
    • Creation of QR Codes for brochures, catalogs, and other print materials.
    • Support efforts associated with the AI-powered promotional banner system on the website
    • Utilize task management system, JIRA, to self-manage and work through data and tracking requests
    • -Creation of informative reporting, including key insights on digital channels, marketing campaigns, and digital merchandising efforts, including segmented reports by customer type or buying behavior.
    • Work cross-functionally to verify data in dashboards in reports and remediate any discrepancies.
    • Collaboration with Enterprise Analytics and Data Engineering to continuously optimize reports to most effectively meet the needs of the business
    • Reports to Director of Digital Marketing.Qualifications:Qualifications:
      • Experience with Google Tag Manager, required
      • Experience with Google Analytics, required
      • Experience creating Excel Pivot Tables from large data sets
      • Experience with UTM tagging systems
      • Experience with QR Code creation
      • Experience working with BI Tools like MicroStrategy or Tableau
      • The ability to quickly identify trends in data and translate that data into digestible formats
      • The ability to establish, commit to and execute deliverables promptly
      • Strong analytical and data visualization skills
      • Bachelor's degree in Marketing, Business Systems, MIS/Informatics

Keywords: Lafayette Economic Development Authority, Lafayette , Web Analytics Specialist, IT / Software / Systems , Lafayette, Louisiana

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