Job Title: Digital Optimization Specialist
Job ID: 06553
Division: Marketing
Work Location(s): United States-Wisconsin-Madison
Full/Part Time: Full-Time
Position Objective
This position uses data analysis, web analytics and insights from other customer facing channels to enhance the digital experience across all sales and service channels. Develops strategies that increase customer satisfaction and provide consumers with consistent interactions across channels. Makes data driven recommendations, creates A/B Test plans and works closely with other areas to develop tactics targeted at specific consumer segments using multiple data sources. Works closely with marketing management to support the Marketing Division`s top level strategies as well as corporate level initiatives.
Primary Accountabilities
- Digital Traffic and Campaign Analysis (20%)
- Identifies and monitors visitor patterns, trends and opportunities on consumer facing digital properties, including websites, mobile applications, connected devices and next generation web enabled devices.
- Collaborates on the digital metrics for Search Engine Marketing (search engine optimization, paid placement, and paid inclusion).
- Coordinates digital marketing campaign metrics to assess impacts to sales, service and customer satisfaction.
- Partners with Marketing and vendor partners to ensure data elements are integrated to align with digital efforts on all network of sites.
- Digital Lead/Sales Metric Analysis (20%)
- Identifies lead and sales interactions with the cooperation of key stakeholders in marketing, call centers and the field. Integrates collection and reporting of key lead and sales metrics related to digital interactions.
- Evaluates metrics to align with goals and trends. Has overall responsibility for the consistency and integration of the data warehouse environment and digital application systems.
- Works with current digital sales team to develop, implement, and maintain appropriate technology, processes, and systems to support digital metrics.
- Collaborates with multiple areas to identify competitor offerings and digital lift.
- Compares our competitor metrics to AFI and suggests opportunities for improvement.
- Identifies opportunities to enhance company presence within the digital marketplace based upon industry metric trends and analysis of user behavior in the company`s digital properties.
- Assesses metrics across digital platforms to leverage American Family`s offerings.
- Digital Optimization Strategy Management (20%)
- Provides vision and creativity using business, financial and technology expertise to drive the development of new and enhanced programs and processes.
- Develops and executes web optimization and targeting strategies in support of the critical goal of converting an engaged visitor into a prospect/customer.
- Collaborates with Customer Experience and Digital Experience to integrate results of web analytics across channels, websites and social networks.
- Coordinates with internal and external business partners to ensure that all digital marketing strategies are in line with metrics identified. Serves as expert of digital metric best practices, trends, and tools to help position online products and anticipate changes in consumer preferences to adjust strategy accordingly.
- Report Development and Analysis (15%)
- Acquires, transforms, and analyzes data from a multitude of data sources. This requires the expert use of various sophisticated query, reporting, statistical, transformation, extraction and presentation tools.
- Serves as the primary contact for information pertaining to online user segments, targeting recipes and the interpretation and assessment of results
- Communicates the results and analysis to all levels of people within Digital Department and to other divisions. Identifies and elevates areas of concern based on analysis and recommends opportunities for improvement for the digital experience across all channels.
- Understands numerous data sources and is able to research and articulate differing results from various data sources.
- Configure, Administer and Manage Web Analytics Infrastructure (15%)
- Configures and administers features of analytics and targeting solutions used across family of websites.
- Consults with appropriate stakeholders in marketing, operations and the field to configure and create appropriate on-demand dashboard and email-generated performance reports.
- Configures, coordinates and executes discrete multivariate testing strategies to achieve marketing and customer experience goals supporting the highest conversion rate, content consumption, customer satisfaction and return on investment.
- Leads the integration of external data sources into targeting solutions that enable relevant content delivery and experiences for all identified customer segments.
- Relationship Management (10%)
- Acts as lead consultant and point of contact for analytics, data and targeting vendors.
- Develops strong partnerships for leveraging organizational resources in the development and roll-out of leadership immersion programs.
- Cultivates relationships at all levels of organizational leadership to enhance visibility of leadership immersion programs and the effectiveness of such opportunities.
- Collaborates with the Omni-Channel department staff to ensure that all learnings are appropriately addressing business partner and organizational needs.
Job Competencies
- Achieve Results
- Be Accountable
- Maximize Customer Experience
- Analytical Thinking
- Continuous Improvement
- Influence
- Problem Solving
- Quantitative Analysis
Specialized Knowledge and Skills Requirements
- Demonstrated experience communicating multi-channel digital analytics concepts to a variety of audiences.
- Demonstrated experience using consumer segments and industry insights to make data driven recommendations that increase customer satisfaction.
- Solid knowledge and understanding of digital analytics methodologies, tools, and techniques.
- Solid knowledge and understanding of consumer facing multi-channel methodologies, techniques and tools.
Preferred Knowledge and Skills
- Web Analytics Implementation
- Web Analytics Reporting
- Web Optimization (Targeting, A/B testing)
- Experience with Adobe Site Catalyst
Travel Requirements
- This position requires travel up to 10% of the time.
Company Information
- We offer a comprehensive benefits package that includes health, life and dental insurance, a 401(K) plan, paid holidays, vacation and sick leave and the opportunity for career development. If you would like to put your career in motion apply online today!
- A career move to join American Family Insurance may also mean a physical move for you. If you are selected for an interview, information will be provided on the level of relocation assistance available during the interview.
- Offer to selected candidate will be made contingent on the results of background checks.
CB1
GIJ
LI:AK1
Please review the job requirements.
Job ID: 06553
Division: Marketing
Work Location(s): United States-Wisconsin-Madison
Full/Part Time: Full-Time
Position Objective
This position uses data analysis, web analytics and insights from other customer facing channels to enhance the digital experience across all sales and service channels. Develops strategies that increase customer satisfaction and provide consumers with consistent interactions across channels. Makes data driven recommendations, creates A/B Test plans and works closely with other areas to develop tactics targeted at specific consumer segments using multiple data sources. Works closely with marketing management to support the Marketing Division`s top level strategies as well as corporate level initiatives.
Primary Accountabilities
- Digital Traffic and Campaign Analysis (20%)
- Identifies and monitors visitor patterns, trends and opportunities on consumer facing digital properties, including websites, mobile applications, connected devices and next generation web enabled devices.
- Collaborates on the digital metrics for Search Engine Marketing (search engine optimization, paid placement, and paid inclusion).
- Coordinates digital marketing campaign metrics to assess impacts to sales, service and customer satisfaction.
- Partners with Marketing and vendor partners to ensure data elements are integrated to align with digital efforts on all network of sites.
- Digital Lead/Sales Metric Analysis (20%)
- Identifies lead and sales interactions with the cooperation of key stakeholders in marketing, call centers and the field. Integrates collection and reporting of key lead and sales metrics related to digital interactions.
- Evaluates metrics to align with goals and trends. Has overall responsibility for the consistency and integration of the data warehouse environment and digital application systems.
- Works with current digital sales team to develop, implement, and maintain appropriate technology, processes, and systems to support digital metrics.
- Collaborates with multiple areas to identify competitor offerings and digital lift.
- Compares our competitor metrics to AFI and suggests opportunities for improvement.
- Identifies opportunities to enhance company presence within the digital marketplace based upon industry metric trends and analysis of user behavior in the company`s digital properties.
- Assesses metrics across digital platforms to leverage American Family`s offerings.
- Digital Optimization Strategy Management (20%)
- Provides vision and creativity using business, financial and technology expertise to drive the development of new and enhanced programs and processes.
- Develops and executes web optimization and targeting strategies in support of the critical goal of converting an engaged visitor into a prospect/customer.
- Collaborates with Customer Experience and Digital Experience to integrate results of web analytics across channels, websites and social networks.
- Coordinates with internal and external business partners to ensure that all digital marketing strategies are in line with metrics identified. Serves as expert of digital metric best practices, trends, and tools to help position online products and anticipate changes in consumer preferences to adjust strategy accordingly.
- Report Development and Analysis (15%)
- Acquires, transforms, and analyzes data from a multitude of data sources. This requires the expert use of various sophisticated query, reporting, statistical, transformation, extraction and presentation tools.
- Serves as the primary contact for information pertaining to online user segments, targeting recipes and the interpretation and assessment of results
- Communicates the results and analysis to all levels of people within Digital Department and to other divisions. Identifies and elevates areas of concern based on analysis and recommends opportunities for improvement for the digital experience across all channels.
- Understands numerous data sources and is able to research and articulate differing results from various data sources.
- Configure, Administer and Manage Web Analytics Infrastructure (15%)
- Configures and administers features of analytics and targeting solutions used across family of websites.
- Consults with appropriate stakeholders in marketing, operations and the field to configure and create appropriate on-demand dashboard and email-generated performance reports.
- Configures, coordinates and executes discrete multivariate testing strategies to achieve marketing and customer experience goals supporting the highest conversion rate, content consumption, customer satisfaction and return on investment.
- Leads the integration of external data sources into targeting solutions that enable relevant content delivery and experiences for all identified customer segments.
- Relationship Management (10%)
- Acts as lead consultant and point of contact for analytics, data and targeting vendors.
- Develops strong partnerships for leveraging organizational resources in the development and roll-out of leadership immersion programs.
- Cultivates relationships at all levels of organizational leadership to enhance visibility of leadership immersion programs and the effectiveness of such opportunities.
- Collaborates with the Omni-Channel department staff to ensure that all learnings are appropriately addressing business partner and organizational needs.
Job Competencies
- Achieve Results
- Be Accountable
- Maximize Customer Experience
- Analytical Thinking
- Continuous Improvement
- Influence
- Problem Solving
- Quantitative Analysis
Specialized Knowledge and Skills Requirements
- Demonstrated experience communicating multi-channel digital analytics concepts to a variety of audiences.
- Demonstrated experience using consumer segments and industry insights to make data driven recommendations that increase customer satisfaction.
- Solid knowledge and understanding of digital analytics methodologies, tools, and techniques.
- Solid knowledge and understanding of consumer facing multi-channel methodologies, techniques and tools.
Preferred Knowledge and Skills
- Web Analytics Implementation
- Web Analytics Reporting
- Web Optimization (Targeting, A/B testing)
- Experience with Adobe Site Catalyst
Travel Requirements
- This position requires travel up to 10% of the time.
Company Information
- We offer a comprehensive benefits package that includes health, life and dental insurance, a 401(K) plan, paid holidays, vacation and sick leave and the opportunity for career development. If you would like to put your career in motion apply online today!
- A career move to join American Family Insurance may also mean a physical move for you. If you are selected for an interview, information will be provided on the level of relocation assistance available during the interview.
- Offer to selected candidate will be made contingent on the results of background checks.
CB1
GIJ
LI:AK1
Please review the job requirements.