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Manager Digital Analytics
Adidas Group
Amsterdam, , Netherlands
Job Details - this job has expired, please see similar jobs below
Purpose & Overall Relevance for the Organization:
The Western Europe digital analytics manager will play a critical role in improving the business and user experience through experimentation and analysis of consumer, marketing, and site activity.
The key purpose of this role is to translate rear view mirror insights into data-based recommendations that inform future business direction.
Role & Responsibilities:
Drive data-based recommendations
• Collaborate with business stakeholders to understand relevant goals, targets, and KPIs. Deliver analysis, insights, and recommendations to support enhancements to site usability, content, marketing, and the overall customer experience
• Define and manage research and analysis programs to create data-driven insights about consumer behaviour, traffic patterns, conversion funnel, navigation and product selection.
• Create reports and dashboards to support business objectives
Strategy
• Support in expanding measurement framework and drive WE projects in the fields of analytics implementation, database integration, marketing attribution, tag management and qualitative data
Measurement and tools
• Manage the relationship with analytics vendors to ensure the needs of the analytics team are considered in the tool roadmaps
• Manage expansion of analytics toolset and integration between existing and new tools with the aim to bring the analytics team to the next maturity level (Alteryx, Qualtrics, Adobe, Tableau, Clicktale)
Support and training
• Train and support business users as well as local analytics resources to empower them to make data-driven decisions
• Train and support web analytics specialists to enable them to answer the analytics needs of the business
KPIs:
• eShops Sales targets
• eShop margin targets
• eShop NPS targets
Key Relationships:
• EU Analytics team
• EU Marketing team
• EU Merchandising team
• Global Web Analytics team
• Global UX team
Knowledge, Skills and Abilities:
• Self-starter, capable of planning and running projects independently
• A good communicator, open to feedback, proactive and a hands-on attitude
• Demonstrated ability to learn quickly, be a team player, and coach others
• Excellent project management skills, including the ability to work on several projects simultaneously and discern priorities
• Strong analytical and problem solving skills, with the ability to assemble and interpret data, create executive summaries, deliver business insights and propose solutions to various technical and business issues
• The ability to understand and explain complex analytics issues and communicate them clearly and effectively to internal and external clients and vendors, both orally and in writing
• Understands and can calculate (e) retail math and eCommerce key performance indicators
• A passion for (proactively) delivering data-based recommendations for quantifiable improvements in business results and consumer satisfaction.
• Functional knowledge of eCommerce content, search engine optimization/marketing, user experience, analytics, core eCommerce capabilities, CRM processes and programs and overlaps/opportunities in relation to behavioral web data
Requisite Education and Experience / Minimum Qualifications:
• Bachelor’s degree in Business, Marketing or quantitative field and a minimum of 4 years of experience in eCommerce/ Digital Marketing business intelligence environment – preferably in online apparel or footwear retail. Equivalent combination of education and experience may be substituted.
• Hand-on experience in enterprise e-commerce digital analytics and clickstream tools such as Adobe Analytics or Google Analytics 360
• Experience with AB and Multi-variate testing tools preferred (eg. Optimizely, VWO, Test & Target)
• Experience with visualization tools like tableau, microstrategy, data studio is a plus
• Experience with Voice of Customer tools preferred (eg. Qualtrics, Mopinion, OpinionLab)
• Strong MS office skills are a must, with an emphasis on Excel. Knowledge of R, python, SQL and/or Altryx is a plus