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Surrey - England |
05 - September - 2007 |
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Web Analytics Manager - Surrey - England |
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Business Unit: |
Brand & Customer Strategy |
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Role Title: |
Web Analytics Manager |
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Reports To: |
Brand & On line Performance Manager |
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| Start Date |
Immediate |
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| Location: |
Surrey |
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| Purpose: |
To ensure that group-wide expenditure in website development and digital marketing is based upon sound and thoroughly considered consumer analysis; that the effectiveness of these ongoing activities are optimised, and their role in the overall marketing mix is understood. |
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PRINCIPAL ACCOUNTABILITIES |
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Optimise the effectiveness of the client’s group wide expenditure on digital marketing (approximately £2 million per year) through the use of advanced campaign analysis so that there is group wide assurance that digital marketing is being deployed effectively and efficiently.
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Optimise the effectiveness of the client’s group wide expenditure on web site development (approximately £100,000 per year) through the use of website analytics and visitor feedback, so that there is group wide assurance that our websites are being developed efficiently and with customers’ needs in mind.
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Understand and communicate the behaviours of visitors to the client’s website through the use of third party web analytics package(s) so that senior digital marketers are able to create websites and marketing campaigns that are attractive to our customers and are easy to use, resulting in improved sales and usage of the site.
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Measure and report upon the outcomes of visits to the website, e.g. sales and online servicing performance so that senior digital marketers are provided with clear lines of site about the sales and servicing outcomes on the site.
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Work with the Web Customer Manager to summarise and report upon the experience that visitors to our site have through both online research, and customer feedback mechanisms like “Ask Jo”.
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Develop and manage the regular production of website performance dashboards which encompass visitor behaviour, site outcomes, and user experience outlined in accountabilities 3-5 (above) so that internal stakeholders are provided with the information that they need to improve the site.
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Manage the relationship with third party analytics providers, so that costs and the needs of the relevant internal teams are both met (the 2006 cost of this service was £100,000).
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Provide consultancy support to other areas of the business with responsibility for our other websites to enable those teams to maximise the insight that they get from web analytics.
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CAPABILITIES |
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| Capability |
Level |
Behavioral Indicators |
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Customer orientation |
5 |
Actively tries to understand the complexity of the external customer profile.
- Proactively identifies and understands customers’ online requirements.
- Communicates customer feedback internally to ensure customer requirements are recognised and represented.
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| Analysis and judgement |
4 |
Understands deeper interrelated variables
- Considers a range of complex, interrelated variables that underlie superficial problems.
- Analyses all the critical factors and produces several possible explanations for situations.
- Swiftly identifies key issues in ambiguous or incomplete data.
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| Creativity |
4 |
Has imaginative ideas
- Uses knowledge based upon past trends to look at a situation to propose a way forward.
- Interprets and evaluates information critically, challenges suggestions, sees assumptions.
- Makes deductions, identifies key issues and effective courses of action.
- Educates and explains new concepts to colleagues.
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| Communication and influencing |
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Uses indirect methods and approaches
- Uses a range of direct, indirect or informal approaches to influence others.
- Understands own impact upon other people.
- Uses every opportunity to reiterate ideas and get buy-in.
Involves colleagues and third parties in influencing others. |
| Working together |
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Encourages input and involvement
- Encourages input from other teams into own objectives.
- Keeps colleagues elsewhere in the business up-to-date and involved.
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| Respect for others |
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Acts on values when it is not easy to do so
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ADDITIONAL REQUIREMENTS |
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| 1. Web analytics software |
Extensive knowledge of at least one of the major clicksteam analytics tools essential. |
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2. Technical understanding |
Understands how web analytics data is gathered and the differences between the methods for collecting data. |
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3. Online customer research |
Understands the key ways of gathering customer feedback about a website e.g. usability testing, eye tracking, surveying, etc. |
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4. Microsoft Office |
Comprehensive knowledge of the Microsoft Office suite. Advanced Microsoft Excel skills essential. |
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5. Business Intelligence |
Knowledge of tools for business performance reporting preferred. |
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Qualifications |
Minimum Bachelor’s degree in a numerate subject |
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Specific Experience |
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1. Business Analysis |
Must have worked in an analytical capacity ideally focused upon customer decision-making in the digital environment. It is essential that the jobholder is comfortable handling large amounts of numerical data. |
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2. Communication |
Enjoys communicating complex information to senior audiences in both formal and informal situations. |
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3. Relationship Management |
Has experience of managing third party relationships, and being the main point of contact for that third party in a large and complex organisation. |
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4. Influencing between teams |
Has worked cross-functionally in the past balancing the needs of other teams with the objectives of own team. |
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Dimensions |
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Customers: |
£5.7m |
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Budget |
Up to £75,000, with the responsibility to influence over £2 million of expenditure in other digital marketing teams. |
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Scope: |
Group wide responsibility:
- Direct responsibility for website (consumer site).
- Influence of website (corporate site)
- Consultative support for IFA and BP extranets
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Copyright CV Index © 2007 all rights reserved |
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Employer |
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Mekon Creatives |
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Contact: |
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Daniel Mendes
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Telephone: |
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+ 44 |
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(0) 20 8722 8448 |
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n/a |
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n/a |
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Email: |
All CVs to be sent to:
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daniel.mendes@mekon.com |
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Website: |
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