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Title:  Senior Web Analyst

Requisition ID:  48264
Date:  Jun 21, 2022
Location: 

Bangalore, Karnataka, IN

Department:  Digtl & Transfrmtion
Description: 

 

 

Working at West means having an opportunity to work by the side of our patients and customers, our global team members and the communities in which we operate – which all help contribute to a Healthier World.

 

At West, we are by the side of patients. The work we do impacts patients’ lives each and every day – our products are a critical part of healthcare delivery and we are proud of the role we play to improve patient health. We work by the side of our team members. We come together as one global team to deliver for our customers and help them address their challenges. We are a diverse, close-knit community of professionals, where everyone has a voice and opportunity to learn and grow through mutual trust and respect. With a 95 year plus history, we have a track record for success, which includes reported sales of $2.14B in 2020. We serve by the side of our community. Giving back is in our DNA—our team members across more than 50 sites globally are involved with hundreds of charities that have special meaning to them through our West Without Borders team member-led giving program.

 

Job Summary:

 

West Pharmaceutical Services is in search of a data-driven, customer centric web analytics subject matter expert to join our team as Sr. Web Analyst, D&T, eCommerce and Digital Marketing. In this role, you will be responsible for working on a global web analytics measurement framework architecture and development of the measurement requirements intake process. The chosen candidate will serve and align with various business groups including Global Communications, Commerical, Clinical, Data Analytics and Web Development. This role is responsible for driving analysis of our website and campaigns, supporting team members in execution of marketing and defining external success. 

The ideal candidate will have had experience leading the enablement of integrated analytics solutions across web, mobile app, campaign, chat, survey and other emerging channels. This role will encompass both the technical and non-technical aspects of web analytics.

 

 Essential Duties and Responsibilities:
a) Technical
•    Responsible for the large-scale analytics implementations and optimization on a variety of platforms including Google Analytics (UA & GA4), Google Tag Manager, Google Optimize.
•    Build and expand the analytical capabilities and solutions (i.e., connecting databases, segmentation, modeling, CRM integrations etc.) 
•    Manage and deploy website A/B test and optimization experiments via Google Analytics, Google Optimize by leading new and innovative data growth strategies including but not limited to behavior flow, personas, and A/B testing. 
•    Collaborate with/or be a developer yourself to enable coding/tracking issues with HTML, JavaScript especially for GTM data layers
•    Ownership and maintenance of proper digital data security (i.e., PII process) 
•    Enhance customer experience across various touchpoints on westpharma.com.
•    Ability to troubleshoot all tracking issues that arise and come up with solutions for better implementation to help increase insight for all PPC campaigns and teams.
•    Proactively experiment and test different tracking methods and channels to help track sales and leads

b) Non-Technical:
•    Analyze the website on its key performance metrics by executing regular deep analysis on Google Analytics and evaluate performance against competitive market trends and derive actionable insights. 
•    Identify the gaps in the current tracking implementation and improve them by processing, cleansing, and verifying the integrity of data used for analysis 
•    Explore large datasets of web behavior trends to provide actionable insights on engagement, conversion funnels, ROI, etc., to improve website performance and drive the marketing automation implementations.
•    Build data attribution models across channels – draw campaign specific insights
•    Be able to understand intent modelling to eventually facilitate machine learning and website personalization for pricing, demographics, product interest and past purchase history
•    Build a Conversion Rate Optimization strategy within paid marketing & SEO efforts
•    Execute website CRO funnel analysis and user journey: unique traffic rate, bounce rate, average time of site, average pages viewed, page behavior flow and exit page drop off, conversion rate, AOV, and revenue per visitor
•    Manage website performance and tagging audits using best in class tools in market
•    Proactively identify analytics implementation strategies and execution ideas to answer the key business questions by the brand teams and ensure these solutions address applicable business needs (e.g. driving CRM sign ups, reducing call center volume, coupons downloads, webinar attendance, Samples ordering etc.)
•    Strategize and build West’s marketing engine/data warehouse using data analytics principles
•    Executes online analytics and provides regular progress updates
•    Report on data from Marketing, CRO test log, and communicates results. 
•    Closely collaborate with the developers, data engineers.
•    Dive into datasets to narrate a story, Insights generation and providing necessary recommendations.
•    Generate reports, dashboards, and ad-hoc analyses with recommendations
•    Work with the team to brainstorm new and innovative growth strategies.
•    Conform with and abide by all regulations, policies, work procedures, instruction, and all safety rules.
•    Respectful in nature to colleagues and abides by company culture
•    Exhibit regular, reliable, punctual and predictable attendance.


Education and Experience:
•    5-8 years of real world or research experience in website data analytics   
•    Bachelor of Science  in highly quantitative field such as Computer Science, Computer Engineering, Mathematics, Physics, Economics, Statistics or related field 
•    Expert knowledge in web and marketing analytics platforms (Google), with demonstrated implementation experience using custom templates on GTM, Data Layer Implementation and e-commerce tracking.
•    Previous tag setup, technical checks, data mining and analysis experience using Google analytics with good understanding of complex tracking methodologies (i.e., cookie less) 
•    Understanding and experience with server-side tracking (either home-grown or platform based) with implementation of server-side solutions a plus. 
•    Experience across various verticals including e-commerce and lead generation 
•    Statistics knowledge, e.g.: descriptive analysis and supervised and unsupervised analysis  
•    Experience in the healthcare industry will be an advantage 
•    Experience with Big Data technologies   
•    Experience in Google Cloud platform is a plus with hands-on experience in Google analytics & BigQuery integration.
•    Experience in model development and life-cycle-management in one or more industry/application domain is an advantage.
•    Understanding of Machine Learning, e.g.: linear/logistics regression discriminant analysis is a plus.
•    Data mining: Strong data skills, with ability to conduct substantial data mining/engineering. 
•    Preferred but not required: Agile & Scrum Certification, ITIL 

 

Knowledge, Skills and Abilities:
•    Strong knowledge of multiple digital channels and how they work together (SEM, SEO, CRO, Social, Shopping, Display, etc.) 
•    Storytelling/presentation skills to deliver clear insights that are concise and actionable 
•    Experience making data-driven decisions using analytics, A/B testing, and campaign reports and dashboards 
•    Active Google Certification in Google Analytics will be a plus. 
•    Experience in data visualization tools like Power BI, Google Studio, Tableau or similar BI tools.
•    Be an expert in Google Analytics implementation, Google tag manager, Google search console, Google Ads & reporting capabilities, Google Optimize and Data Visualization.
•    Familiarity in using query languages such as SQL, Python, C++, Scala, Java, R, SAS a plus 
•    Strong analytical skills and data-driven thinking. 
•    Up to date with the latest trends and best practices in online marketing and measurement. 
•    Ability to work in a virtual environment in a global organization and to effectively prioritize and execute tasks in a high-pressure environment. 
•    Able to be aware of all relevant SOPs as per Company policy as they are related to the position covered by this Job Description  

 

Physical and Travel Requirements
•    15% travel, including global travel
•    Occasional on-call work required
•    Prefer 12pm – 9pm India time. Willingness to work outside of these hours as needed.

 

 

 

 

 

 

West is an equal opportunity employer and we value diversity at our company. We do not discriminate on the basis of race, religion, color, national origin, gender, sex, gender identity, sexual orientation, age, marital status, veteran status, or disability status.  If you have a special need that requires accommodation in order to apply to West, please send an email to Apply.Accommodation@westpharma.com.  Where permitted by law, an offer of employment with West Pharmaceutical Services, or any of its subsidiary or affiliate companies, is contingent upon the satisfactory completion of background screening and/or a pre-employment drug screening.

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