Role Overview

To support continued platform development and site migration, our client’s Digital Experience (DXP) team is seeking an Analytics Lead . This position will play a vital role in supporting the DXP solution by evaluating data analytics, audience behaviors, and website performance to achieve desired outcomes. In particular, the Analytics Lead will support the tailoring and personalization of delivered web content to enhance user journeys and experiences.

The Analytics Lead is responsible for guiding and directing all data analysis efforts associated with websites on the DXP platform. They use captured data to evaluate web experiences, assess conversion rates and user behaviors, and measure the attainment of website performance goals. They also use data to refine audience segments and optimize the performance of defined user journeys. The Analytics Lead analyzes existing web experiences and provides meaningful insights to drive future tailoring and personalization opportunities.

Responsibilities

• Lead all DXP web analytics and reporting efforts, evaluating website performance in delivering outcomes for target audiences.
• Support a data-driven approach to defining success and evaluating the results of tailored and personalized web interactions.
• Consult with teams to define desired user journeys and outcomes, identifying opportunities for measuring and analyzing personalized content.
• Identify and define experiments to test and refine the web experience.
• Analyze and review experiment results to further optimize personalization campaigns.
• Support and guide stakeholders in interpreting experiment results and providing data-driven insights for tailoring content.
• Develop reports and presentations on overall website performance and effectiveness in achieving desired outcomes.

Experience

• A minimum of five years of experience in business analysis, IT, or digital transformation.
• A minimum of three years of progressive experience in web analytics and data analysis.

Required Skills

• Expert understanding of website analytics and performance reporting.
• Strong knowledge of tailoring and personalizing web content to deliver user experiences and optimize conversion rates.
• Expertise in Google Analytics, including conducting in-depth analysis and reporting of web traffic data.
• Experience evaluating web interactions and refining audience segments for tailored content.
• Familiarity with analytics and tagging strategies for Drupal 10, multisite platforms, and Acquia Site Studio.
• Experience with VWO Personalization is highly desirable.
• Strong analytical skills and ability to translate raw data into actionable insights.
• Solid understanding of SEO activities and analyzing search data for context and visitor intent.
• Experience with data transformation tools and analytics platforms like Power BI or Tableau.
• Knowledge of statistical analysis techniques, including regression and hypothesis testing.
• Experience working with large datasets and databases.
• Excellent communication, presentation, and interpersonal skills.
• Experience working in agile environments.
• Familiarity with Microsoft Azure DevOps.
• Experience in higher education or the public sector is highly desirable.