Web Site Analytics & Optimization Lead

at  Hewlett Packard

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.

EDUCATION AND EXPERIENCE REQUIRED:

• Solutions-oriented thinker who can adequately assess and prioritize business needs and translate those into thoughtful and creative digital executions
• Analytical thinker with exceptional strategic planning and problem-solving skills
• 6+ years of experience as a Data Scientist, Data Analyst, or Data Engineer. Preferably for a digital media, MarTech, digital subscription business, and/or technology business
• 4+ years’ experience in experimentation design, A/B testing, propensity score analysis, linear regression modelling and/or probabilistic modelling at scale
• BA or BS in Statistics, Business, Marketing or Data Science; Masters preferred.
• Experience in Marketing database such as MRM or CRM applications; statistics background a plus.
• Demonstrable experience with digital marketing, SEM, social media and display advertising
• In-depth knowledge of google trends and similar web with ability to think strategically on leveraging insights for campaign development
• Experience with Adobe Analytics, GA360, Adwords, Display Networks or relevant digital experience platforms
• Advanced statistics background for analytical positions preferred (advanced degree with research and statistical focus background).

KNOWLEDGE AND SKILLS:

• Advanced understanding of marketing attribution including multi-touch & ML (Machine Learning)
• Proven expertise in experimental design (including but not limited to A/B testing), principles of causal inference, and statistical techniques
• Familiarity with web design, tagging and marketing tracking parameters
• Proven ability to make trade-offs in the face of uncertainty
• In-depth knowledge of and/or experience in business and marketing strategies.
• Excellent written/oral communications and analytical skills.
• Excellent interpersonal and project management skills
• Excellent negotiating and change management skills.
• Ability to interface effectively with management team and functional disciplines.
• Excellent influencing and consensus-building skills.
• Excellent execution skills.

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 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
• Develop program initiatives utilizing segmentation strategies based on customer behaviors, business drivers and economics, competitive environment and past program results
• Benchmark, communicate and track program results against plan
• Be able to quickly translate business problems to an analytical solution-based framework