Specialist, Marketing Data Analytics

About the Role

Key Responsibilities

• Be responsible for and own the understanding of paid media campaign performance from impression to enrollment.
• Stay informed on the ASU Online web ecosystem and existing paid media campaign structure.
• Leverage first-party datasets to glean insights for relevant stakeholders.
• Build, maintain, and communicate various reports to increase understanding and awareness of historical, current, and predictive performance.
• Analyze paid media performance and generate actionable insights in collaboration with colleagues from EP and EdPlus for relevant stakeholders.
• Support ongoing analytics needs such as AB test strategy, ad-hoc analysis, and customer insights.
• Provide optimization and testing ideas to increase conversion rate and lower CPA.
• Work with agency partners and internal teams to ensure campaigns reflect the approved structure.
• Ensure 1st-party data collection is consistent following established UTM structure.
• Establish and monitor performance thresholds that trigger automatic notifications to stakeholders.
• Stay up-to-date with industry trends, emerging technologies, and consumer behaviors.
• Partner closely with external media agency counterparts and internal teams.

Requirements

• Strong ability to use Google Analytics (GA4) to understand multi-channel attribution and user behavior.
• Experience in building reports utilizing data visualization tools such as Looker Studio or Power BI.
• Experience working with SQL and BigQuery is a plus.
• Experience in working with large datasets and familiarity with different types of data joins.
• Understanding of digital marketing channels with an emphasis in paid media (SEM, social paid, display, video, performance max, etc.).
• Experience using a variety of attribution models - last, first, assisted, linear, time decay, data driven etc.
• Excellent problem-solving skills with a curious demeanor.
• Ability to translate written and verbal requests and communicate effectively.
• Ability to maintain confidentiality and responsibility regarding sensitive information.
• Strong organizational skills, attention to detail, and proactive initiative.
• Team-oriented mindset capable of managing complex situations involving multiple stakeholders.

Nice to Have

• Experience in building reports utilizing data visualization tools such as Looker Studio or Power BI.
• Experience working with SQL and BigQuery.
• Previous experience working in an advertising agency environment or similar.

Qualifications

• Bachelor's degree in a field appropriate to the area of assignment such as Marketing or Business Data Analytics.
• Three (3) years of experience in a Data Analyst role, preferably with a focus in digital marketing analytics or business analytics.

Benefits & Perks

• Hybrid work schedule with work from home two days a week.
• Comprehensive benefits including medical, dental, and vision insurance.
• 401(k) plan with matching employer contribution.
• 22 days of vacation and 11 holidays, including your birthday.
• Parental leave.
• Significant tuition reductions.
• $30 bi-weekly cell phone reimbursement.
• Professional development opportunities.