Track and analyze performance of digital marketing communications campaigns. Establish consistent tracking, analysis and reporting of KPIs for digital marketing communications strategies and tactics. Work with the marketing team to establish goals and KPIs. Ensure that analytics tools, tracking systems and data feeds are in place to consistently, accurately and promptly measure performance to support university needs. Serve as an expert in site tagging. Perform tagging audits and data integrity checks on a regular basis. Analyze metrics and determine key trends at regular and key intervals to help guide the campaign's strategies and tactics.
Provide reports, dashboards, analysis and recommendations. Develop an analytics reporting strategy to provide regular and as-needed reports for on-going communications and individual marketing campaigns. Working closely with the IT team, set up conversion goals and experiments on Google Analytics, working with UTM tracking codes, and back-end analytics on leading social media platforms and email campaigns. Play an essential part of the feedback loop that evaluates content performance, develops insights and provides data-driven recommendations to help guide future marketing strategy and content decisions that will increase performance, impact and engagement.
Advise on best practices, strategies and tactics. Educate team members, colleagues and stakeholders on the value and function of digital analytics through one-on-one conversations, presentations and data visualizations. Working collaboratively with members of the StratComm team and other stakeholders, provide data-driven ideas and recommendations throughout the planning, strategizing and implementation of marketing communication campaigns. Stay up to date on the latest tools and best practices in digital marketing.
Requirements :
This position requires a bachelor's degree or equivalent work experience, and relevant experience in analytics, communications, marketing, digital media or a related field.
Two years of related professional or technical experience.