Web Data Analyst & Tagging Specialist

Green Park Content is an award-winning global agency with offices in London, Jakarta, Singapore, New York and Sao Paulo. 

We specialise in digital content that connects with your audience, at the right time, in the right way. We bring data-driven insight and expertise in ‘always on’ SEO content to inform exceptional creative execution that can be measured, forecasted and drives results.

Our clients include Unilever, PepsiCo, N26, Danone, Campari and many more.

This opportunity comes at an exciting time of growth for GPC. We’ve built a talented and dynamic digital marketing team over the last few years to service an exciting portfolio of global clients. Performance data and analytics excellence is now a priority for our clients, and we are looking to develop an in-house capability to service our client’s data analysis needs and provide deep insights from data at scale, including robust web analytics and best in class reporting.

GPC builds and operates a world-leading publishing tech stack, which is shaping the future of content marketing. Analytics insights are intrinsic to the success of our projects, many of which are driven by search performance, and are dependent on achieving strong and sustained growth.

Role description:

This role is heavily involved in producing actionable insights from digital data sources, especially Search related data, to deliver performance improvements for clients. In terms of GPC clients, performance may include analysis of data around the following:

  • Traffic from organic search
  • Paid media performance data (i.e., PPC, Display, Paid Social)
  • Performance and growth projections
  • User journeys and engagement on social platforms
  • Analysis of goals and conversions
  • User engagement behaviours
  • CRM campaigns and landing page performance
  • Analysis and modelling of transactional data
  • Mapping ecommerce purchase funnels
  • Attribution modelling for search and social
  • Analysing large dataset based on semantic data (taxonomies)
  • GAP analysis for Organic search and Paid Media (PPC)

The candidate will be liaising with stakeholders to enhance existing reporting across our clients and internally. They will also develop high quality reporting and analysis for pitches and projects from a range of sources such as Google Analytics, Search Console and Adobe. The role has a broad remit to support the implementation of best practice reporting across GPC and to identify the best tools and solutions to achieve that goal. In some cases, the creation of Data Studio dashboards will help teams to access robust analytics data and support them to meet critical SEO objectives. Configuring analytics setup may also be necessary to ensure accurate attribution of mobile and desktop organic traffic and compared to Paid Media and other traffic sources.

The candidate will feed into a variety of pitches and projects, and will also be working on the long terms solutions GPC is looking to develop:

  • Improve the quality and depth of the data we generate across a range of projects
  • Support GPC in developing new data-led offering, such as website migration
  • Help make data more actionable – and develop a more strategic approach to data use
  • Adding value to the data we produce – and develop more sophistication data visualisation
  • Automation of GPC processes and data analysis methodologies, and creation APIs
  • Evolve our reporting frameworks, dashboards, and analysis of ROI from search strategies
  • Assist GPC to great its own data silos, DMP and scalable solutions to manage data

The right candidate will have great attention to detail to deliver accurate and timely insights.  This role may analyse data from multiple sources, including digital and offline sources where needed, and must be a subject matter expert for specific web analysis, and on the topic of tagging architecture. Reduction of manual work on data processing and reporting is a key part of this role and would include the creation of self-serve reporting solutions and dashboards (where appropriate).

Candidate attributes:

The ideal candidate needs to have:

  • A core understanding of web Analytics and data-led search strategies
  • Understanding of how digital traffic sources function (SEO, PPC, Social, etc.)
  • Experience working with traffic projections, attribution modelling and funnel visualisation
  • Experience using leading analytics tools, Adobe Marketing Cloud and Google Analytics
  • Experience with SEO platforms such as Keyword Planner, Search Console, SEMrush, etc.
  • Hands-on experience implementing analytics tags, including GTM
  • Exposure to tagging for Paid Media and Paid Social campaigns through GTM holders
  • Ability to gather requirements and design data-led solutions to meet customer needs
  • Ability to build strong stakeholder relationships and simplify technical information
  • Experience building Google Data Studio dashboards and streamlining client reporting
  • Great attention to detail and a methodical approach to developing and testing
  • Experience of A/B testing design and UX components to optimise performance
  • Ideally the candidate will have experience with keyword research data and taxonomies
  • Experience of A/B testing tools, such as Hotjar, Optimizely and Google Optimize
  • Exposure to a range of CMS, i.e., WordPress, Adobe, Magento, headless architectures, etc.
  • Ability to configure APIs and data connectors to create reports from a range of sources
  • Experience with data visualisation solutions, such as Tableau, etc.

If you want to work for a global organisation, inspiring marketeers to achieve their ideas and shape the development of digital content creation, then please get in touch! You’ll be a key part of our Analytics and Insights operation, within the UK Search team, driving our data-led digital transformation projects and on-going support of our content platforms, with a focus on enabling the performance of content in search. We look forward to hearing from you.

If this sounds like your dream role