Web Analyst, Marketing and Communications

Job Description

The Web Analyst is an integral member of our digital marketing team, dedicated to transforming raw data from Adobe Customer Journey Analytics into actionable insights that drive enhanced web experiences. This role is pivotal in supporting the Web Engagement and Experience Manager and SEO Consultants, providing them with data-driven recommendations to optimize website performance, user experience, and search visibility.

With a deep understanding of web analytics, especially within the Adobe Customer Journey Analytics platform, the Web Analyst will dive into data sets, identify trends, and present findings clearly and concisely. Their insights will not only inform but also shape the strategies employed by the web engagement team, ensuring our website remains user-centric, engaging, and aligned with our business objectives.


Analyzes Web Traffic and User Behavior Data - This function involves deep dives into website data, primarily using Adobe Customer Journey Analytics, to understand user behavior, traffic sources, and engagement patterns. Responsibilities include:
  • Collecting and analyzing website data to identify trends, opportunities, and areas of improvement.
  • Segmenting user data to understand different audience behaviors and preferences.
  • Collaborating with the web engagement team to provide insights on user flow, drop-off points, and conversion paths.
  • Creating regular reports and dashboards within Adobe Customer Journey Analytics to track key performance indicators (KPIs) and website health metrics.
  • Manage the onboarding of Adobe Customer Journey Analytics with the web engagement team for integration in Adobe Experience Manager.

Provides Actionable Insights for Web Experience Optimization - The analyst will translate data findings into clear recommendations for enhancing the website's user experience.
  • Identifying areas of the website that can benefit from optimization based on data insights.
  • Working closely with the Web Engagement and Experience Manager to suggest design and content changes.
  • Collaborating with SEO Consultants to provide data-backed recommendations for improving search visibility and organic traffic.
  • Recommend A/B tests for the web experience team to validate proposed changes and measure their impact on user engagement and conversions.

Supports SEO Strategies with Data Analysis - In this capacity, the analyst will provide the SEO team with insights derived from website and search data.
  • Analyzing search data to identify keyword opportunities and areas for content optimization.
  • Monitoring website performance in search engine result pages (SERPs) and providing insights on ranking fluctuations.
  • Collaborating with SEO Consultants to understand the impact of SEO initiatives and suggest areas for improvement.
  • Keeping abreast of search algorithm updates and their potential impact on website performance.

Collaborates with Cross-Functional Teams for Holistic Data Insights - In this role, the analyst will work closely with various teams, ensuring that data insights are integrated across different marketing and business functions.
  • Partnering with content creators, designers, and developers to ensure that website changes are data-informed.
  • Working with the patient experience and the web engagement team (responsible for reputation management tools) to understand and analyze user feedback, integrating this qualitative data with quantitative findings.
  • Facilitating data-driven workshops and training sessions to enhance the organization's overall data literacy.
  • Ensuring that data insights are communicated effectively across different departments, fostering a culture of data-driven decision-making

Stays Updated with Industry Trends and Best Practices - The digital landscape is ever-evolving, and the analyst will ensure that the organization remains at the forefront of web analytics methodologies and tools.
  • Regularly attending webinars, workshops, and conferences focused on web analytics and Adobe Customer Journey Analytics updates.
  • Benchmarking our website's performance against industry standards and competitors.
  • Collaborating with the IS&T team to explore and implement new analytics tools or integrations that can enhance data collection and analysis.
  • Sharing industry updates and best practices with the team, ensuring that the organization's web analytics approach remains cutting-edge


  • Ability to manage analytics and project-needed budgets
  • Bachelor's Degree in Communications, Marketing, Business, Informatics or relevant field required.
  • 3 - 5 Years equivalent experience required
  • Proficiency in Adobe Customer Journey Analytics, strong data visualization skills, adept at statistical analysis, impeccable communication and presentation abilities, understanding of SEO principles and best practices, expertise in A/B testing methodologies, and a commitment to continuous learning in the ever-evolving field of web analytics.