The Web Analytics Manager is responsible for developing the strategy and leading all web analytics development for the microsites. The manager will lead all web analytics and drive conclusions on what the most effective on-site and on web marketing tactics are.. This position drives the best strategic decisions for driving sales effectively on the microsites as well as in using outside vehicles, including Michaels.com.
Primary Job Responsibilities:
Develop web analytics strategy for the designated personalization websites.
Strategize reporting architecture.
Strategize tagging architectures to support the logical measure of conversions, business uplift, and our business intelligence systems
Develop custom analytic tags, tagging structures, and parameters to support business analysis requirements where required
Design and execute robust troubleshooting procedures around data capture, reporting, and data exports
Partner with Custom Business - Business Operations team to resolve technology integration problems with web content management solutions, profiles, products, content, presentation layers, and back end/business intelligence systems
Work with product management team to design tagging strategy for new customer experience and marketing initiatives
Lead web analytics reporting discipline development.
Perform in-depth analysis and insight into key online metrics, provide recommendations for improving online experience and growing online sales performance.
Conduct data analysis to identify opportunities to grow the MiDesign@Michaels e-Commerce business
Monitor and analyze effectiveness of new features, web site changes, marketing campaigns and outbound programs
Manage the production and distribution of regular, standard reports
Ensure website tracking is accurate in support of key business objectives.
Meet with marketing, operations management and finance staff at all levels to understand goals, data sources, customer insight needs and help establish benchmarks and metrics.
Participate in and support business case development
Lead consumer behavior enhancement strategies. Develop, execute, and analyze testing routines for key website experiences
Responsible for development compelling supporting materials for sales and marketing presentations - mining data from multiple sources, and conducting analysis to produce significant and useful insights into Michaelss New Business
Develop online key performance indicator (KPI) weekly reporting and data exports for other Michaels Business Intelligence programs
Experience in marketing analytics or business consulting using data and information to drive specific marketing recommendations
3+ years of experience performing and leading marketing analytics or web analytics in a direct marketing environment
Minimum of 2 years in the following web analytics technologies: Adobe Omniture Test & Target, WebTrends, IBM Coremetrics, TeaLeaf, Google Analytics.
Minimum of 2 years experience with one or more of the following: Web Content Management (e.g., Autonomy, Day CQ, Sitecore, SDL Tridion)
Site Search (e.g. Autonomy, Endeca)
Search Engine Optimization
Expert in site analytic tools such as Adobe Omniture Site Catalyst, WebSideStory.WebTrends, Google Analytics, IBM Coremetrics.
Expert knowledge and capabilities in Excel
Intermediate experience with MS Access or SQL and PowerPoint
Attention to detail, strong oral and written communication skills
Proven self-starter who thrives in a fast-paced environment
Statistics, Computer Science, Mathematics, Market Research preferred
Michaels - 20 months ago
Michaels Stores is crafty. The nation's #1 arts and crafts retailer owns and operates about 1,075 Michaels Stores across the US and...