Senior Web Analyst

In the middle of the energy transition, businesses and governments are faced with significant challenges. But the pace and scale of change mean every decision is made under mounting pressure. Now, more than ever, companies need reliable data, analytics and actionable insight.

Wood Mackenzie is the leading global provider of data and analytics solutions for the renewables, energy and natural resources sectors.

Wood Mackenzie’s services include data, analytics, insight, events and consultancy. A trusted partner for over 50 years, Wood Mackenzie’s team has over 2,300 experts across more than 30 global locations who cover the entire supply chain.

Wood Mackenzie Values

• Inclusive – we succeed together
• Trusting – we choose to trust each other
• Customer committed – we put customers at the heart of our decisions
• Future Focused – we accelerate change
• Curious – we turn knowledge into action

Role Purpose

Wood Mackenzie’s Marketing Performance team require a Senior Web Analyst to join the team to take ownership of delivering key insights that enable us to improve online conversion, whilst supporting the wider Data & Analytics function in providing MI reporting and answering business critical questions via actional Insight and analytics.

The role will be a specialist on digital marketing analytics and reporting but will also work more broadly across all aspects of analytics and insight within the data function of the Marketing Performance team. They will be required to support our ambitious roadmap for MI reporting, whilst also helping to answer business critical questions that we believe can help support achieving our goals. They will be required to use different methods to extract actionable insight using the varied data sources available within our Marketing technology stack.

Main Responsibilities

Digital: analytics and insight support:

• GA4 ownership, management, and reporting covering but not limited to:
  • Lead on and support GA4 development including keeping the tracking log up-to-date
  • Working with Marketing colleagues to identify reporting needs and provide actionable insights for decision making.
  • Own UTM tracking and work with Processes team to enhance framework and training.
  • Lead regular UTM tagging audits, proving best practice, and reporting on inconsistencies.
  • Work with the wider marketing team to ensure necessary analytics tracking is set-up prior to site or campaign launches.
  • Monitor and provide best practices for improvements of online conversions to optimise campaign success, in collaboration with the web and regional marketing teams.
  • Regular and ad hoc reporting for internal stakeholders including monthly digital report.
  • Deliver web analytics knowledge shares/training with wider marketing team to support digital upskilling.

• Lead in collaborating with internal and external teams to deliver reporting aligned to roadmap and report on impact.
• Regularly review core user journeys and engagement to identify key insights that enable the team to data-led decisions.
• Stay up to date with the latest web analytics and digital marketing latest trends and best practices.

Data: analytics and insight and MI reporting support:

• Be an active member of the analytics & insight team in providing analytics and insight that enable colleagues to make more informed decision by maximising the potential of different datasets available, across different platforms to ensure marketing influenced revenue, and direct revenue targets are achieved.
• Support MI reporting to ensure our ambitious project list can be achieved.
• Work with the team to develop the current format for how analytics and insight is used within marketing townhalls, quarterly metrics reporting, campaign reporting and work with digital on the Monthly report.
• Identify methods of instilling a ‘so what’ factor across all datasets that are used to ensure the most impactful questions are being answered.
• Help to support Marketing analytics and insight that can support deal types across all segments & product developments.
• Identify gap analysis, understanding where Marketing is missing opportunities for revenue growth, as well as where inefficiencies are taking place.
• Identify the most appropriate methods for displaying these Insights and avoid only using MI reporting as a means. e.g. PowerPoint, workshops, email, newsletters etc.
• Work with other members of the Marketing performance team to provide a cohesive approach to projects. e.g. MI reporting function.
• Assist where needed data governance, quality, and hygiene queries.
• Work with colleagues to prioritise requests and projects effectively within Asana and manage stakeholder expectations.
• Provide Marketing analytics and insight that can support deal types across all segments and product developments.
• Identify methods to improve data quality in what’s provided to stakeholders.

About you

To be successful in the role, you will need to have experience in working in a digital analytics role, whilst possessing a curiosity and willingness to develop data and analytics and reporting skills. You’ll also have a broad understanding of all areas of digital marketing, MarTech and marketing trends.

• Proven experience in providing Analytics & Insight in a B2B Marketing role.
• Experience of hands-on digital marketing analytics
• Experience in running multiple projects at once supported by excellent project management skills and attention to detail.
• Hands-on in depth of experience in GA4, Tag Manager and Data Studio
• Experience of working across a range of MarTech tools
• Strong problem-solving skills and the ability to think creatively & drive innovation.
• Experience using Power BI & SQL
• Strong presentation skills
• Data storytelling ability, with a focus on simplifying Insights to focus on the most important Insights.
• Excellent communication skills, verbal and written.
• The ability to identify methods for collecting data, perform advanced data analysis and articulate findings to stakeholders with varying data maturity levels.
• The ability to prioritise effectively and comfortable adjusting priorities to meet targets.
• A willingness to learn data governance and hygiene best practices.
• A curious nature, with the ability to investigate business critical questions via Analytics & Insight.
• Excellent team player, with the ability to respectfully challenge colleagues.
• Strong stakeholder management, with the ability to challenge stakeholders.

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Equal Opportunities

We are an equal opportunities employer. This means we are committed to recruiting the best people regardless of their race, colour, religion, age, sex, national origin, disability or protected veteran status. You can find out more about your rights under the law at www.eeoc.gov 

If you are applying for a role and have a physical or mental disability, we will support you with your application or through the hiring process.

Find out more at [email protected]