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Digital Analyst Job Description

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What is a Digital Analyst?

Digital analysts perform extensive research into the organisation’s digital assets and consumer trend data. They track the performance of companies’ web analytics and social media, optimising search engine traffic and providing actionable insights to senior management.

The primary work of digital analysts centres on digital transformation and product development projects. They work with different stakeholders within a business such as project managers, digital marketers, and lead generation marketers, amongst other professionals, gathering relevant data, devising functional strategies, and optimising the digital framework of the client or organisation.

Digital analysts utilise various methodologies to increase the efficiency of data processes within their organisation. Often tasked with identifying competitors’ responses to changing market trends, digital analysts also analyse in-house marketing campaigns, advertising campaigns, and initiatives.

Roles and Responsibilities

  • Work closely with internal and cross-discipline project teams and stakeholders, facilitating data integration for effective decision-making.
  • Deliver creative analytics solutions and tools for campaigns and objectives and improve the process of digital analytics within financial constraints.
  • Implement a digital framework for exploratory analysis of data, building better decision-making systems.
  • Work with the data architecture team in developing a measurement and accountability plan for maintaining data integrity.
  • Design and implement digital analytics systems and setup procedures and methodologies to gather and interpret data.
  • Work closely with clients and respective team members from various disciplines within the organisation (media, creative, account management, customer insight, trends) to optimise and coordinate campaign strategies.
  • Work with the data solutions team to deliver quality analysis, drive data innovation, and define key performance indicators (KPIs).
  • Evaluate site performance, analyse web analytics, and manage the tracking and reporting of deliverables.
  • Analyse campaign performance and deliver actionable insights to optimise campaign strategy and increase ROI.

Requirements

  • Assist the digital marketing team in addressing distinctions between digital and other KPIs, and develop campaigns related to them.
  • Experience in sharing knowledge of online marketing trends and opportunities that translate into competitive advantages for the organisation; increasing traffic and customer engagement.
  • Experience in A/B testing hypotheses, understanding statistical concepts, and ability to present insights to stakeholders.
  • Excellent relationship-building and interpersonal skills; ability to identify new opportunities and strategies for analytical practices.
  • Knowledge of predictive analysis; ability to transfer data into actionable insights and present the findings to stakeholders and management.
  • Understand market behaviour; experience in optimising campaigns by relevant KPIs, such as CTR and CPA.

Qualifications and Skills

  • A Bachelor’s degree in Marketing, Mathematics, Computer Science, Economics, or Business Administration is preferred
  • 3+ years of experience in Marketing, Financial Analysis or Web Analysis
  • Strong background in Google Analytics, Adobe Analytics, and other social media platforms analytics
  • Experience in Business Intelligence tools like Tableau and Power BI
  • Knowledge of cloud tools like Google Cloud Platform and AWS
  • Excellent written and verbal skills, and ability to multitask coordination of multiple projects
  • Experience in using OLAP tools and knowledge of SSAS

Role of a Digital Analyst

Digital analytics and BI tools allow businesses to extract and analyse data without applying complex algorithms, thereby increasing analytic efficiency. 

Businesses require digital analytics to improve their online presence and achieve better outcomes for the business and the customer. Digital marketing analysts can make this possible by anticipating needs and recommending marketing solutions and suggestions.

Digital analysts improve digital marketing campaigns by analysing data and advising other digital marketing analysts and teams with updated recommendations or suggested course corrections. They also work with market research analysts in understanding changing market requirements and how to incorporate new digital analytics solutions based on market trends. Digital analysts help organisations develop new functionalities for digital platforms and build strategies to increase their digital presence.

Data Analyst Vs Digital Analyst

A data analyst and a digital analyst jobs are similar in that both roles involve working with data to draw insights and make decisions. However, there are some key differences between the two roles. A data analyst typically works with a broader range of data sources, such as financial, operational, or survey data. They may use various analytical techniques, such as statistical analysis, data visualization, and machine learning, to identify patterns and trends in data.

Data analysts may focus on identifying key business metrics and KPIs and use data to support decision-making and strategic planning across an organization. On the other hand, a digital analyst typically focuses on analyzing data from digital channels such as websites and mobile apps, using tools like web analytics and A/B testing to understand user behaviour and track the performance of digital and marketing initiatives and marketing campaigns. They focus on identifying key metrics and KPIs for digital channels and use them to make recommendations for improving user engagement, conversion rates, and ROI.

In summary, digital analysts tend to focus on analysing data from digital channels, while data analysts have a broader focus on data analysis and support decision-making. Both roles may require similar data analysis, statistics, and programming skills, but a digital analyst may have a deeper understanding of web analytics tools, data visualisations, and digital marketing strategies.

Career path

Typically, most digital analysts have completed undergrad degrees in Business, Marketing, Finance, or Communications, before moving on to advanced degree education. There are numerous post-grad courses offered, such as the MSc program in Digital Marketing with Data Analytics at Coventry University, and the MSc program in Digital Innovation and Analytics at Royal Holloway University of London. Completing certification programs offered by Google Analytics Academy will provide a helpful contribution to your CV.

As they grow in technical expertise and experience, digital analysts will have opportunities ranging from junior analyst positions to senior directors in different verticals. To find the latest digital analyst jobs, check out the mentioned link.

FAQs

1. What does a digital analyst do?

A Digital analyst extensively researches the organisation’s digital assets and consumer trend data. They prepare reports, conduct analysis, explore dashboards and evaluate website visitors using CRM software, data visualisation and business intelligence tools. They assess various performance of metrics and provide actionable insights to the other business analyst and decision-makers.

2. What is the average salary of a digital marketing analyst in the UK?

According to Glassdoor, the average salary of a digital marketing analyst in the UK is £41,582 per annum. Salary may vary depending on the industry and your role in the organisation.

3. How to become a digital business analyst?

To become a digital business analyst, you need a bachelor’s degree in computer science, marketing, data analytics or a related field. Employer Having a master’s degree in statistics or a related field is highly desirable. You need strong data analysis skills and experience handling various websites, search engine optimisation, and social media. An excellent digital analyst should also have strong critical thinking skills and an analytical mindset. 

4. What skills are needed to become a digital business analyst?

A digital analyst should posses the following skills:

  • Strong data analysis and interpretation skills
  • Knowledge of web analytics tools
  • Excellent knowledge of SQL for working with databases and data extraction
  • Experience with Excel and spreadsheets for data manipulation
  • Knowledge of statistical analysis
  • Understanding of web technologies and user behaviour on websites

 

Digital Analyst Job Description – Template

We are looking for a talented and dedicated Digital Analyst to join our team. The ideal candidate will possess in-depth knowledge of online marketing trends, analyse data for insights, create, and optimise marketing campaigns. If you are a data analyst professional with excellent analytical skills, we welcome your job application.

Digital Analyst Responsibilities

  • Run data analysis leading to more efficient data executions
  • Work with cross-functional teams and enable data-driven decisions
  • Improve the process of digital analytics with creative analytics solutions
  • Work with data architecture team in maintaining data integrity
  • Evaluate site performance and analyse web analytics
  • Develop reporting structure for marketing channels

Requirements

  • Experience in web analytics and knowledge of the digital ecosystem
  • Understanding of performance marketing channels
  • Strong analytical mind-set with experience in data analysis and data visualisation
  • Strong knowledge of statistical concepts and experience in A/B testing hypotheses
  • Understanding of market behaviour and experience in optimising campaigns

Qualifications and Skills

  • A Bachelor’s degree in Marketing, Mathematics, Computer Science, Economics, or Business Administration is preferred
  • Experience in analytical solutions like Google Analytics and Adobe Analytics
  • Knowledge of Tag Managers like Google Tag Manager, Adobe Launch, and Dynamic Tag Manager
  • Experience with data visualisation tools like Power BI and Tableau
  • Experience in using OLAP tools and knowledge of SSAS
  • Leadership and decision-making skills are essential

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