Web Analyst Performance & Insight Team

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1 Web Analyst

2 Web Analyst Performance & Insight Team Place of work: Durham Street, London SE11 5JD Pay band: Salary: Contract type: Reports to: Manages: Budget responsibility: Travel: D 33-38k with excellent benefits Full time Dominic O Kane, Business Insight Manager Team description The Web Analyst will play an important role within the Performance & Insight Team. The team plays a central role in WaterAid s Supporter Development Department, providing a range of services that include database systems management, marketing selections delivery, campaign reporting, marketing analysis and insight-driven campaign planning. Through these services and the management of data flows, the team is responsible for supporting the organisation in the development of marketing and communication strategies and in delivering excellent supporter care. Job purpose Working as part of the Performance & Insight Team you will take responsibility for the provision of accurate web analytics that will inform the organisation s digital strategy. Working alongside the Business Insight Analysts, you will translate this digital reporting and analysis into the actionable insight that will shape WaterAid s digital strategy. You will also work closely with the Business Insight Manager on the scoping and delivery of complex statistical analysis to better understand the behaviour of our supporters online. Accountabilities 1. To capture analysis requirements and translate those into tagging specifications to help build and maintain our web analytics infrastructure to support data-driven decision making 2

3 2. To work closely with the fundraising and campaigning teams to understand their strategies, plans and needs to develop informative and directive reporting procedures; 3. To consult and work with internal teams to interpret web analytics data and formulate actionable tactical decisions relevant to their specific areas 4. To train other members of the Performance & Insight Team in the use of Google Analytics, and best practice web analysis techniques; 5. To develop website performance measurement (using Google Analytics) and a process for monitoring and reporting web performance; 6. To provide web analytics to agencies and, where appropriate, to collaborate with these third parties in the development of complex analytical approaches; 7. Be go-to point for knowledge regarding web analytics and performance measurement; 8. To conduct supporter journey analysis to identify improvements to site functionality and content necessary to improve conversions and customer return visits; 9. To develop supporter and product performance analysis identifying trends, patterns and anomalies that help understand supporter behaviour, shaping site design, campaign marketing performance and social media strategies; 10.To monitor competitor website functionality and performance and identify potential opportunities for WaterAid to improve digital presence. 11.To support the Business Insight Manager in the identification, adoption and development of new web analytics tools and techniques; 12.To participate in, and where appropriate, project manage web analytics related projects (eg online attribution, path to conversion analysis). To apply a structured project management methodology in order to achieve project deliverables within budget and on time; 13.To build and manage relationships in an account management capacity with teams that use web analytics across the organisation, in order to identify and effectively support their website analysis and reporting needs. This includes 3

4 pro-actively promoting the full service capabilities of the team including the planning, insight and analysis services; 14. Evangelize and raise awareness of Web Analytics within the organisation; 15.Participate in Performance & Insight planning and team meetings and undertake other reasonable tasks as requested by the Business Insight Manager, Performance & Insight Team Leader, Head of Supporter Development or Communications & Fundraising Director; 16.To deputise as appropriate for the Business Insight Manager. Person specification Essential: Demonstrable experience working with website analysis tools, specifically Google Analytics. Ideally holding GAIQ Extensive experience of gathering requirements for, building and interpreting key web analytics reports Thorough understanding and experience of A/B and multivariate testing methodologies Highly numerate with a university degree of 2:1 or higher in a quantitative discipline or relevant experience Technical understanding of HTML, web applications and working knowledge of databases Desirable: Experience of SQL; Experience of working with website analysis tools in either a charity or a marketing organisation; 4

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