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Digital Marketing Analyst
Houghton Mifflin Harcourt
New York, NY, United States
Job Details - this job has expired, please see similar jobs below
Houghton Mifflin Harcourt (HMH) is looking for a data-driven, self-starter with strong analytical skills to join the team as Digital Marketing Analyst. In this role, the Marketing Analyst will provide detailed insights to the Digital Marketing Team that will lead to the optimization of HMH’s K-12 digital marketing strategy. This position will play an important role in discovering performance patterns within campaigns and report on trends and findings that will translate to actionable recommendations for the Marketing organization.
The Marketing Analyst will work cross-functionally with the New York based Marketing group to set forecasts, success metrics, and detailed reports for all digital marketing campaigns. This person must be able to analyze and provide data on full customer journeys across many channels including CRM, e-mail, paid search, display, social media, and web activity. This role will provide support in informing strategic marketing decisions across the organization, with a focus on generating both leads and sales to both new and returning customers from HMH’s K-12 web presence.
PRIMARY RESPONSIBILITIES
Campaign Analysis and Insights
The Digital Marketing Analyst will work closely with the Director of Digital Marketing - Inbound, cross-functional internal teams, and external partners to optimize performance and recommend actionable strategic plans (including A/B and multivariate testing) based on their insights and analysis.
They will monitor campaign performance in real time, identifying trends and analyzing the results to present back to project stakeholders, with the creation of campaign dashboards and reporting decks.
Reporting and Dashboards
• Aggregate and create weekly, monthly, and campaign reports from all digital marketing channels including SEM, SEO, Display, Paid Social, Organic Social, and E-Mail.
• Responsible for developing a conversion attribution model for both lead generation and direct sales, providing customer journey data and results through the entire digital marketing funnel.
• Leverage analytics and business intelligence tools to measure and analyze forecasted campaign success metrics against results, providing recommendations on how to optimize on a go forward basis.
• Develop user friendly, flexible, accessible reporting dashboards for the Digital Marketing Team.
Data Visualizations
• Utilize business intelligence and analytics tools to develop data visualizations to support findings and trends of digital marketing campaigns.
• Clearly present visualization to the larger marketing team and business unit.
• The goal of these presentations will be to inform future decisions and investments with data from digital marketing campaigns from a full 360 degrees view.
Pixel Tagging
• QA tagging across all campaigns to ensure proper reporting via tag manager to populate in HMH’s analytics tool.
• Maintain the analytics tagging standard in partnership with the Digital Marketing Analytics Manager.
EDUCATION AND EXPERIENCE
• Bachelors (B.A. or B.S.) from a four-year college or equivalent
• 1+ years analytics and/or marketing experience working on a digital focused Team
KNOWLEDGE AND SKILLS
• Understanding of web analytics methodologies, terminology, and metrics
• Strong ability to read and understand e-commerce and digital marketing data
• Ability to build and automate reports that summarize data in a meaningful way
• Excellent organization and communication skills
• Self-motivated
• Team player who is results oriented
PHYSICAL REQUIREMENTS
• Might be in a stationary position for a considerable time (sitting and/or standing).
• The person in this position needs to move about inside the office to access file cabinets, office machinery, etc.
• Constantly operates a computer and other office productivity machinery, such as a calculator, copy machine, and computer printer.
• Must be able to collaborate with colleagues via face to face, conference calls, and online meetings.
ABOUT US:
Houghton Mifflin Harcourt (NASDAQ:HMHC) is a global learning company dedicated to changing people’s lives by fostering passionate, curious learners. As a leading provider of pre-K–12 education content, services, and cutting-edge technology solutions across a variety of media, HMH enables learning in a changing landscape. HMH is uniquely positioned to create engaging and effective educational content and experiences from early childhood to beyond the classroom. HMH serves more than 50 million students in over 150 countries worldwide, while its award-winning children's books, novels, non-fiction, and reference titles are enjoyed by readers throughout the world.
PLEASE NOTE:
Houghton Mifflin Harcourt is an equal employment opportunity employer and participates in E-Verify. All qualified applicants will receive consideration for employment and will not be discriminated against on the basis of gender, race/ethnicity, gender identity, sexual orientation, protected veteran status, disability, or other protected group status.