Sr. Analyst, Web-Digital Analytics
Company: Universal Orlando
Posted on: January 16, 2022
JOB SUMMARY: The Sr. Digital Analyst must possess a passion for
analytics and digital technology and want to stay current with
industry trends. Responsible for gathering, structuring, and
analyzing data to derive compelling insights that drive the
optimization of our online marketing initiatives. This includes the
design and management of web analytics tracking systems to
ascertain behavioral responses to marketing initiatives and the
effect on online conversion (including sales and data collection).
This also includes utilizing insights and modeling techniques to
effectively optimize online content and strategically target guests
on our direct and indirect channels. Provide insightful
recommendations, and communicate these effectively with the various
stakeholders and among cross-functional teams.Create, manage and
distribute critical marketing reports and ad-hoc requests. Develop,
maintain and troubleshoot integrated systems for collecting,
managing and reporting on web analytics and online sales metrics
using relational databases and reporting technologies including our
online analytic tools and traditional reporting/analysis platforms
(Tools include: Adobe Experience/Digital Marketing Suite (formerly
Omniture), SQL, Tableau, Excel). Leverage advanced modeling
techniques to develop KPI performance benchmarks. Develop A/B and
multivariate testing strategies to improve the customer experience
online and increase revenue generated per user to the website.
Implement and analyze these tests using the Adobe Target
platform.Responsible for transforming raw data into actionable
insights that ensure cross-departmental marketing efforts that are
effectively driving incremental online sales and attendance. Will
prepare and/or present business presentations to multiple audiences
at all levels of the organization on key business metrics and
- Analyze website data on traffic sources and patterns, order
volume, conversion funnel, navigation behavior, and product
selection. Work on stakeholder-specific analysis including campaign
analysis, customer segmentation and profiling. Identify successes,
trends, and potential problem areas. Provide insight on data trends
and anomalies, making recommendations where appropriate to improve
- Work with implementation specialists to strategically develop
and implement web analytics code to enable tracking of online
properties. Ensure relevant traffic and key performance metrics are
captured in order to provide actionable insights. Directly
implement code when possible and manage web production/IT
implementation on more sophisticated tracking. Document all data
standards and processes as appropriate.
- Lead in creating, managing and distributing data and insights
via regular and ad-hoc reporting including statistical
calculations, graphical representation and written analysis
utilizing online analytic tools (Adobe Experience Cloud Suite:
Workspace, SiteCatalyst, Data Warehouse and ReportBuilder) and
traditional reporting/analysis platforms (Microstrategy, SQL,
Tableau, Excel, and PowerPoint).
- Develop and implement processes and procedures to regularly
test and improve online creative content (including web pages,
micro-sites, advertising copy, etc.) and products (including ticket
packages, vacation packages, special offers, etc.) using A/B and
multivariate testing. Drive internal search strategy, pushing
visitors to optimal content, whether that is engagement focused or
- Gather analytics business requirements from business groups,
design solutions for new features such as KPI forecasting, and
provide support to technology team on implementation questions.
Actively interact with internal clients to assess needs, relay
insights, and make recommendations based on those insights. Educate
team members on how to access and interpret data for self service
- Understands and actively participates in Environmental, Health
& Safety responsibilities by following established UO policy,
procedures, training and team member involvement activities.
- Performs other duties as assigned.EDUCATION:
- Bachelor's degree is required - Marketing, Economics,
Statistics, Business Administration or related field.
- Master's degree is preferred -Marketing, Economics, Statistics,
Business Administration or related field.
- Combination of non-related field degree(s) with substantial
- 4+ years prior hands-on experience with web analytics required;
proficiency in the Microsoft Office Suite of products required;
experience working with an enterprise web analytics platform (e.g.,
Adobe/Omniture, Google Analytics, IBM/Coremetrics, Webtrends, etc.)
required; robust knowledge of digital marketing strategy required;
experience programming/debugging online content created with web
experience working with relational databases, statistical modeling
or A/B testing a plus; or equivalent combination of education and
experience; familiarity with Adobe Mobile SDK a plus.
Strong analytical skillset developing actionable recommendations
using analytical and statistical modeling techniques
- Proficient using and writing own code in SQL
- Proficient with data visualization tools (Tableau) including
- Strong presence to present persuasive recommendations to
leadership as well as key external stakeholders, including ability
to communicate complex ideas and recommendations to leadership that
highlights a clear decision framework based on analysis and
- Previous experience with marketing, media and customer
segmentation strategy required.
- Ability to handle multiple projects required.
- Desire to work in a fast paced environment required;
- Proficiency communicating research results in written, visual
and verbal form required.
- Strong organizational and analytical/problem solving
- Advanced Microsoft Excel skills required
- R, SQL, C++ skills preferredADDITIONAL INFORMATION: This
position provides support spanning the entire Marketing & Sales
organization. It involves a significant amount of cross-department
collaboration to identify business goals and translate to tracking
methodology and analysis of results. This position leads the web
analysis which drives the strategy, targeting and optimization of
our single largest sales channel and marketing platforms in
UniversalOrlando.com and HalloweenHorrorNights.com.
Your talent, skills and experience will be rewarded with a
competitive compensation package.
Universal is not accepting unsolicited assistance from search firms
for this employment opportunity. All resumes submitted by search
firms to any employee at Universal Orlando via-email, the Internet
or in any form and/or method without a valid written Statement of
Work in place for this position from Universal Orlando
HR/Recruitment will be deemed the sole property of Universal
Orlando. No fee will be paid in the event the candidate is hired by
Universal Orlando as a result of the referral or through other
Universal Orlando Resort. Here you can.
Universal Orlando is an equal opportunity employer. Universal
elements and all related indicia TM & - 2022 Universal Studios. All
rights reserved. EOE
Keywords: Universal Orlando, Orlando , Sr. Analyst, Web-Digital Analytics, IT / Software / Systems , Orlando, Florida
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