Web Site Analytics & Optimization Lead

Web Site Analytics & Optimization Lead

Description -

HP is seeking an experienced Web Site Analytics & Optimization Lead who is passionate about optimizing the business through the intersection of data and insights. As an Analytics Lead, you will partner cross-functionally to optimize various digital initiatives and drive key performance indicators (KPI’s) forward for the hp.com online stores worldwide.   

You will be seen as a subject matter expert for interpretation of web behaviour and assessment of strategic initiatives. You will also work on complex problems where analysis of situations or data requires an in-depth evaluation of multiple factors. Role will require you to Lead and/or provides expertise to functional project teams and may participate in cross-functional initiatives. Furthermore, you will act as an expert providing direction and guidance to process improvements and establishing policies.  

Responsibilities:  

Key: 

• Proven track record of Synthesizing & Analyzing large data sets from disparate systems and joining them to tell the full story 
• Drive material improvements to acquisition, retention, and customer lifetime value activities through analysis & experimentation of new functionality and campaigns spanning across all channels  
• Ability to interpret attribution models and use customer journeys insights for multi-touch analysis  
• Proficient with web analytics tools such as Google Analytics and Adobe Analytics with expertise in advance features and functionality (i.e. data warehouse, vista rules, segments, calculated metrics. etc) 
• Lead goal and KPI & forecasting discussions with stakeholders focusing on margin and returns (RPV, ROAS, GM, etc)  
• Hands on experience with tagging review, evaluation and architecture/design for new requirements
• Recommend go-to-market actions based on analytical findings to senior leaders 
• Develop program initiatives utilizing segmentation strategies based on customer behaviors, business drivers and economics, competitive environment and past program results 
• Master at evaluating website tags and document requirements to support business needs 
• Expertise in web analytics. Hands on experience on building dashboards and segmentation in Adobe analytics. Understand the different component of Adobe analytics 
• Provide thought partnership in customer web/mobile engagement & journey, lifecycle activities and website optimization 

Strong: 

• Partner with business and analytics leaders to design, implement and analyze test experiments intended to optimize demand generation channels across HP's digital direct business. 
• Develop and oversee digital campaign strategy, which incorporates customer- facing communications strategy, customer path/journey, and digital media mix 
• Build and evolve tools that enable us to evaluate and interpret experimental data at scale including 1st party and agency data 
• Partner with product managers and data scientists to define the technical roadmap and vision of experimentation  
• Advise leadership team on key technical considerations related to the future of our technology stack and product roadmap 
• Based on appropriate analysis of marketing information, provide value-added business performance analytics and optimization recommendations that enable continuous improvement across the Marketing organization to drive incremental demand generation or improve marketing productivity. 
• Work with business marketing teams to develop comprehensive understanding of marketing investment opportunities/trade-offs and translate that understanding into detailed requirements. 
• Strong Expertise in data analytics tools like SQL, R/Python with in-depth knowledge and understanding of business intelligence platforms such as Datorama, Tableau, Power BI, Alteryx, etc. 
• Experience in modeling techniques such as Multimedia Mix, Multi Touch Attribution, Predictive Analytics, etc. 
• Strong knowledge and working experience in Google Marketing Platform, especially in Analytics (GA 360, GA4, Adobe Analytics), Google Tag Manager, Data Studio, Optimize 
• Exposure to Data Management Platforms and Customer Data Platforms 
• Expertise in the full spectrum of digital analytics including but not limited to tag management, web analytics, A/B testing, campaign optimization, audience management, paid media measurement 
• Familiarity with AI/ML techniques applicable to marketing analytics 
• Evolve and refine measurement frameworks and KPIs for Customer Measurement 
• Develop program initiatives utilizing segmentation strategies based on customer behaviors, business drivers and economics, competitive environment and past program results 
• Expertise in web analytics. Hands on experience on building dashbo