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Paid Search Data Analyst
Clarks
Newton, MA, United States
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Clarks is looking for a Paid Search Data Analyst who will work within the eCommerce marketing team developing data driven insights that inform pay per click campaign strategy. The role will own reporting and data analysis for in-house paid search, product listing, and comparison shopping campaigns, including multi-channel attribution and omnichannel attribution as it impacts the channel.
The analyst will have access to all digital marketing data and will use their knowledge to identify and interpret the most relevant metrics and insights to influence business decisions through complex performance analysis. The role provides critical insights into evolving paid search strategy and supports execution of all paid search campaigns and initiatives.
Core Accountabilities:
1. Own reporting, including identifying and interpreting metrics used, for pay per click campaigns on recurring basis, reporting for daily tracking, weekly check-ins, monthly executive briefings, etc.; benchmark against relevant historical performance as well as to forecasted goals.
2. Inform quarterly forecast and annual budgeting decisions for all pay per click channels and understand the overall role of the channels within the eCommerce marketing mix. Evaluate and interpret the impact of other marketing campaigns on paid search and vice versa.
3. Create, implement, and update a robust reporting tool to enhance transparency for the eCommerce Marketing Manager and Paid Search Marketing Manager to continually gage pay per click campaign performance.
4. Identify and evaluate new initiatives, such as new campaigns and new keywords; forecast the potential value for new opportunities. Present recommendations and insights to influence overall paid search strategy development.
5. Recommend and implement bidding strategies and specific bids based on performance and a holistic view at the multi-channel benefit of a given campaign (i.e. first touch v. last click); evaluate the success of platform-based bidding strategies.
6. Contribute to business cases for new initiatives and/or tools; help shape the testing strategies and key performance indicators that will lead to and define success.
7. Own reporting for any testing done in pay per click campaigns including onsite aspects via multivariate tools with an impact to the pay per click channels. Decide independently on testing needed and create and implement testing schedules.
8. Use multi channel attribution tools to evaluate the effectiveness of marketing campaigns; look at volume driving as well as new-consumer initiatives. Consistently look for ways to improve current processes or introduce new approaches that will contribute to successful marketing campaigns.
9. Derive business insights from data by working with eCommerce analytics systems as well as with IT and Buying & Merchandising to develop new reports from backend systems; relay data insights to the wider eCommerce team helping to educate and inform colleagues and executive stakeholders.
10. Identify, track, and interpret critical metrics to help inform strong decision-making such as employing margin to bid more effectively.
Essential Knowledge:
• Bachelor’s degree in marketing science, mathematics, statistics, finance, accounting or related field
• Strong understanding of search engine marketing
• Google AdWords certification preferred
• Platform certification such as from Kenshoo or Marin is a nice-to-have
• Google Analytics certification is preferred
• Excel-specific courses or training is preferred
Successful Experience/Skills:
• 3 - 5 years of digital marketing experience
• Hands-on management of paid search, product listing ads, and comparison shopping campaigns
• Hands-on experience with a bidding platform such as Kenshoo
• Hands-on experience with Google Analytics or Coremetrics is a must-have
• Experience manipulating data, generating reports, and presenting findings
• Experience interpreting data for actionable insights
• Knowledge of online monetization methods and common KPIs
• Strong analytical abilities and ability to provide complex business insights
• Understanding of data visualization methods and tools
• Understanding of how to derive statistical significance
• Skilled in advanced Excel functionalities; Excel guru
• Good understanding of online tracking solutions and implementation