JOB DESCRIPTION Job Title: Division: Department/Region/Section: Location: Reports to: Responsible for: Grade: Digital Analyst Communications Digital media Headquarters Head of digital media N/A MS3 Purpose of the job To develop measures to track the success of Digital activity, and analyse statistics and market intelligence to inform decision-making with the aim of improving conversion rates and return on investment online. Dimensions RSPCA Online receives on average 400,000 visitors every month. Principal Accountabilities Develop a clear understanding of the Digital media strategy and operational Plan and work with variety of analytical tools to look at the analysis of paid and unpaid promotional activity, responses to emails, performance of RSPCA vs. its competitors, external search engine results and social networking activity, to identify opportunities optimise conversions and maintain best practice. Interpret, question and interrogate a wide range of data and information using various software tools. Recommend and implement methods of tracking & measuring effectiveness of online activity and review reporting tools to ensure optimum efficiency in conjunction with technical colleagues. Optimise our promotional activity and digital media budget in conjunction with our media buying agency and other agency partners Recommend and manage additional marketing research requirements (in-house & via third parties) to enhance stakeholder data and information. Perform regular activity tracking analyses and recommend actions to improve open rates, click-through rates and conversion rates. Contribute to the development of the RSPCA s Digital Strategy and provide data driven insights to grow existing and new and audiences. Provide information and insight to members of digital media team and other departments to help them plan and develop their own digitalrelated work. Educate the Directorate about web measurement.
Provide comparison and insight into reports provided by third parties e.g. online advertising reports, Google adwords etc to ensure consistency of reporting and identify opportunities for improvement. Ensure information and knowledge requirements are considered throughout all stages of online events and projects through regular liaison with other key members of the e- marketing team. Design and develop reports for other teams to assist in monitoring the use of and responses to their various online activities. Measure effectiveness of integrated (offline & online) marketing activity. Other Analyse performance metrics of email campaigns. Undertake any other duties as requested. While at work all staff are required to: take care of their own health and safety and that of others who may be affected by their acts and omissions. co-operate with Society policies and procedures for health and safety Knowledge, skill and experience Please refer to the attached person specification (Appendix A) Organisation Please refer to attached organisation chart (Appendix B) Job Context The digital analyst will work within the digital media team to provide detailed meaning and understanding from data collected and collated by the RSPCA web presence. The post holder will be consultative and provide reports and recommendations, based on analysis of available data and trends, to the digital media team and other RSPCA departments to promote best-practice in web activity and further the Society s customer relationship aims. Work may be assigned by the head of digital media, internal customers and other members of the digital media team. The postholder will work predominantly unsupervised on a day-today basis. He/she will be expected to prioritise and manage their workload to perform research and analysis to meet specific project needs e.g. working with customers and other members of the digital media team to specify measurement criteria and techniques for individual web initiatives. He/she will also contribute to digital projects during development by utilising web analytics data to inform usability testing and market research. The post holder will set benchmarks and monitor performance across the website providing periodic reports to the head of digital media. He/she will also be expected to be proactive is performing analysis of the RSPCA s competitive position relating to the web and gathering trend information. The post holder will be expected to make decisions and recommendations to improve the tracking and outcome of web activity, however, any decisions or recommendations being put
forward that may have a significant impact on the budget or timescale of projects should be referred to the head of digital media. The digital analyst will need to work with the Information systems and support department (ISSD) to review reporting tools and establish requirements for these to function effectively. The post holder will also be required to work closely with the Data Team and digital analyst (fundraising dept) in order to fully utilise the CRM information they hold to provide a holistic view of our supporters and donors. The role will develop to use this data to enhance the online supporter journey through behavioural targeting, dynamic content and personalisation, leading to an increase in lifetime value. Additional information This job description is a statement of the job content agreed March 2011 It should not be seen as precluding future changes. Job holder s signature:.. Date: Line manager s signature: Date:.
APPENDIX A Person Specification for Digital Analyst Criteria Essential Desirable Professional/Technical Qualifications Educated to A level standard or equivalent or ability to demonstrate similar intellectual capacity. Degree in relevant subject such as mathematics or statistics or equivalent numerical ability gained through experience Experience & Job Knowledge Significant experience interpreting complex web analytics data and applying insight to business issues. experience of customer databases. experience of various web analytics tools. Experience of generating and presenting reports to senior management and making recommendations on the basis of these. Experience in a similar role in a marketing/new media environment,, ideally with a knowledge of E-commerce or online Fundraising. experience of SEO Experience of extracting data and setting up tracking mechanisms for bulk e-mailing (enewsletters etc) Experience of marketing program evaluation and tracking methods. An general understanding of website architecture Marketing research knowledge.
Skills & Competencies Excellent written and verbal skills including ability to summarise and articulate complex reports to management. Well-developed IT, analytical and problem solving skills. Advanced Excel Skilled in using site analytics and market intelligence tools such as Google Analytics and Hitwise. A working knowledge of SQL Personal Qualities Interest and awareness in developing technologies and trends Ability to identify and capitalise on good practice Ability to deliver to deadlines Flexible approach to work duties Special Circumstances (if any) Comfortable around dogs