They need a data-driven professional with strong analytical skills and experience handling digital marketing data. Someone who can navigate various platforms (web analytics, ad platforms and other allied data) and turn that into meaningful insights for business stakeholders.
It’s more of a hybrid Digital/Marketing Analytics role rather than a purely “web analyst” or strictly “data analyst” position. Here’s why:
1. Focus on Multiple Digital Platforms
They’re looking for someone who can work across GA4 (or equivalent), plus other MarTech/AdTech data sources (CRM, ads, surveys, etc.).A pure “web analyst” role typically focuses on website data (e.g., GA, site funnels, user behavior). Here, the scope extends to broader marketing campaigns and channels.
2. Wider Data Landscape
They highlight SQL and BigQuery, indicating a focus on large-scale data processing and integrating data from multiple sources. Unlike a general data analyst, who may not specialize in marketing performance metrics or digital marketing platforms, this role likely involves analyzing campaign effectiveness, customer behavior, and cross-channel attribution using advanced data queries.
3. Marketing & Performance Insights
The role involves translating data into actionable insights to optimize campaigns and improve ROI, indicating a marketing analytics tilt.This goes beyond just tracking website metrics or crunching numbers; it requires an understanding of marketing funnels, conversions, and campaign KPIs
Skill Set
1. Digital Marketing Analytics
Experience with web analytics tools (GA4, Adobe Analytics, etc.)
Familiarity with common marketing channels (paid ads, SEO, email) and how their data is tracked
2. SQL & Data Querying
Proficiency in extracting and manipulating data using SQL (BigQuery or similar databases).Ability to optimize queries and handle mid-to-large datasets
3. Multi-Source Data Wrangling
Comfortable cleaning, merging, and normalizing data from different platforms (CRM, ad platforms, surveys). Able to address outliers and inconsistencies in datasets
4. Data Visualization & Reporting
Skilled in creating dashboards and reports with Looker Studio, Tableau, Power BI, or equivalent tools. Ability to present complex data in a clear, actionable format
5. Basic Statistical Methods
Understanding of fundamental statistics (e.g., hypothesis testing, regression basics).Capable of running A/B tests and validating data findings
6. Marketing Performance Metrics
Knowledge of KPIs such as CTR, CPA, ROI, LTV, etc.Ability to connect these metrics back to broader business objectives
7. Communication & Stakeholder Management
Excellent at translating data insights into non-technical language.Experience working cross-functionally with product, marketing, or data engineering teams
8. Critical Thinking & Problem-Solving
Strong analytical mindset to spot trends and derive strategic recommendations.Creative in finding data-driven solutions to marketing challenges
9. Adaptability & Continuous Learning
Willingness to explore new analytical tools and stay updated with MarTech/AdTech trend.Eager to learn and leverage evolving data methodologies to drive better results
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