Performance Analyst.E-Sales at Kenya Airways

Job description

Job Purpose Statement

Web Analytics Specialists is responsible for analyzing and publishing online data, such as search terms, conversation paths, and clickstreams, then making recommendations. Web analytics specialist should offer a solid understanding of user behaviour based on their analysis, and recommend new strategies based on information gained. In addition Web Analytics Specialist will work directly with e-sales force with (post-sale) activities focused on creating analytic funnel structures and attribution strategies.

Responsibilities

• Lead all web analytics tracking initiatives; mainly using Google Analytics: Generate tracking code (standard/custom), troubleshoot existing implementation, and use Google Tag Manager to implement for products and services
• Guide business thru complex technical implementation such as: code, pixels, analytics setup and other technical components to ensure all sales campaigns are set up in accordance with campaign goals
• Analyze visitor level data to understand user behaviour across devices (mobile, tablet, and desktop) and marketing channels (Earned, Paid Search, Display, Direct, Social, and Referrals).
• Report on the state of the various E-commerce channels and channels that drive demand, including catalog and direct mail (i.e. trends and performance compared to previous year and plan).
• Analyze variance in KPI’s versus plan and conduct cost-benefit analysis of new initiatives being evaluated for potential implementation. Monitor and report on results for E-commerce tests.
• Lead analysis of the cross-channel sales experience and partner cross-functionally to identify new opportunities for improved customer experience and increased efficiencies.
• Assist in analyzing cross-channel campaigns and identify allocation opportunities based on performance.
• Proactively research and conduct ad-hoc analysis utilizing multiple data sources and tools
• Publish monthly presentations of KPIs, business trends and campaign performance.
• Deliver reports—both written and in presentation form—of key findings. Interface with multiple levels of stakeholders.
• Purchase flow - Extract goal funnels report to discover which web pages on the website has high exit rates and report this to QA analyst for corrective measure
• Find new insights and trends that will help us improve demand generation, customer acquisition and growth.
• Make sense of the web data and drive insights to impact the bottom line.
• Inquisitive and analytical and use data to come up with the story the data is telling and implement appropriate action
• Understand and analyze various data pieces such as competitive, qualitative, web analytics, social media, financial etc and drive business changes. Web Analyst should also be able to run A/B and Multivariate tests to improve website performance
• Work alongside development and platform team to advise on all aspects of data related to site performance and results.
• Build your own models that explain what will happen if a certain KPI or other data point (e.g., acquisition, mix, or conversion) changes.
• Build your own models that explain what will happen if a new solution, program or strategy is adopted, including analysis of cost-benefit, and ROI.
• Drives focused decisions within specific areas and are a key contributor to decisions beyond specific scope of role.
• Audit and/or troubleshoot existing analytics implementations to ensure data quality
• Review important and high traffic landing pages (i.e., the first pages visitors open up when they come to your website)
• Review different web pages bounce rate metric and improve quality of the page with high bounce rate

Job Details

• Bachelor degree in business related field
• 3+ years of experience in advanced web analytics methodologies
• Excellent knowledge of MS Office Products; advanced skills in MS Excel including pivot tables that provide insight
• Expert level in Google Tag Manager.
• Experience in attribution models a plus.
• Use of BI tools
• Excellent knowledge of MS Office Products; advanced skills in MS Excel including pivot tables that provide insight
• Strong background in quantitative thinking and statistical data analysis
• Expert in Google Analytics, Omniture, and other Analytic platforms.