Digital Analytics Manager

hace 3 semanas

Guadalajara, México Brightcove A tiempo completo

**Responsibilities**:

- **Google Analytics & GTM Management**:
- Lead the implementation, configuration, and management of Google Analytics (GA4 preferred) and Google Tag Manager (GTM).
- Ensure proper tracking of website activities, including traffic, conversion paths, user behavior, and campaign performance.
- Manage tags, triggers, and variables in GTM to capture the right data points for analysis.
- Set up custom tracking, goals, funnels, and segments in GA to monitor key performance indicators (KPIs).
- **Data Analysis & Insights**:
- Analyze website traffic, campaign performance, and user behavior to provide actionable insights.
- Create detailed reports and dashboards using Google Looker Studio (or similar tools) to visualize performance trends.
- Collaborate with marketing teams to refine strategies based on data insights and drive conversions.
- Formulate and execute A/B tests, multivariate testing, and optimization analysis to recommend improvements.
- **Reporting & Visualization**:
- Create weekly, monthly, and ad-hoc reports to track digital marketing performance.
- Partner with Marketing Analytics to provide advanced analysis of channel performance, attribution, customer journey, and ROI.
- Build and maintain dashboards for stakeholders to monitor KPIs.
- **Data Integrity & Tag Governance**:
- Ensure the integrity and accuracy of data collected from multiple digital sources.
- Conduct regular audits and troubleshoot any discrepancies in analytics tracking.
- Work with development teams to ensure proper data layer implementation and tag deployment.
- Maintain a governance structure around tag management, tracking standards, and data layer protocols.
- **Cross-Functional Collaboration**:
- Collaborate with marketing, UX, SEO, paid media, and development teams to optimize digital efforts.
- Provide technical guidance on analytics tools and tracking strategies.
- Communicate data findings and recommendations to stakeholders across the organization.

**Qualifications/Experience**

***
- **Technical Expertise**:
- Bachelor's degree in Marketing, Business, Data Science, or a related field.
- 6+ years of experience in digital analytics, specifically with Google Analytics and Google Tag Manager.
- Google Analytics and GTM certifications are a plus.
- Strong understanding of GA4, Universal Analytics, and event-based tracking.
- Proficiency in managing tags, triggers, and variables within GTM.
- Experience with tracking complex conversion paths, e-commerce, or lead generation funnels.
- Familiarity with additional tools like Google Data Studio, Tableau, Power BI, or similar data visualization platforms.
- Knowledge of HTML, JavaScript, and CSS for tag troubleshooting and implementation.
- **Analytical Skills**:
- Strong data analysis skills with experience in segmentation, cohort analysis, and attribution modeling.
- Advanced knowledge of key digital marketing channels (SEO, PPC, display, social media).
- Experience in testing and optimization methodologies (A/B testing, multivariate testing).
- **Soft Skills**:
- Excellent communication skills and the ability to explain technical concepts to non-technical stakeholders.
- Strong project management skills with the ability to handle multiple projects simultaneously.
- Highly detail-oriented with a passion for data accuracy and problem-solving.

**About Brightcove**

Brightcove is a diverse, global team of smart, passionate people who are revolutionizing the way organizations deliver video. We're hyped up about storytelling, and about helping organizations reach their audiences in bold and innovative ways. When video is done right, it can have a powerful and lasting effect. Hearts open. Minds change.

Since 2004, Brightcove has been supporting customers that are some of the largest media companies, enterprises, events, and non-profit organizations in the world. There are over 600 Brightcovers globally, each of us representing our unique talents and we have built a culture that values authenticity, individual empowerment, excellence and collaboration. This culture enables us to harness the incredible power of video and create an environment where you will want to grow, stay and thrive. Bottom line: We take our video seriously, and we take great pride in doing it as #oneteam.

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