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Key Responsibilities and Required Skills for Site Analyst

💰 $65,000 - $110,000

Data & AnalyticsMarketingTechnology

🎯 Role Definition

A Site Analyst serves as the investigative arm of the digital team, dedicated to understanding the "why" behind user behavior on a company's website, app, or digital platforms. This role is pivotal in transforming raw clickstream data into a clear narrative about the customer journey, identifying pain points, and uncovering opportunities for optimization. By meticulously analyzing web traffic, user engagement, and conversion funnels, the Site Analyst provides the critical insights that fuel data-driven decision-making across marketing, product development, and UX/UI design teams. Their ultimate goal is to enhance the user experience, boost conversion rates, and directly contribute to the achievement of key business objectives.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Junior Data Analyst or Business Analyst
  • Digital Marketing Coordinator or Specialist
  • Data Science or Analytics Intern

Advancement To:

  • Senior Site Analyst or Lead Digital Analyst
  • Analytics Manager or Director of Analytics
  • Conversion Rate Optimization (CRO) Manager or Product Manager

Lateral Moves:

  • Business Intelligence (BI) Analyst
  • Data Scientist
  • Digital Marketing Strategist

Core Responsibilities

Primary Functions

  • Develop, maintain, and evolve comprehensive dashboards and recurring reports to monitor the health of digital properties, tracking KPIs such as traffic, bounce rate, session duration, and conversion rates.
  • Conduct in-depth analysis of the user journey from acquisition to conversion, identifying drop-off points, areas of friction, and opportunities to improve user flow and navigation.
  • Design, implement, and analyze A/B and multivariate tests to validate hypotheses and drive continuous improvement in user experience, content engagement, and lead generation.
  • Translate complex datasets into clear, compelling stories and actionable insights for non-technical stakeholders, including marketing, product, and executive leadership teams.
  • Perform deep-dive segmentation analysis to understand how different user groups (e.g., new vs. returning, mobile vs. desktop, geographic location) interact with the site differently.
  • Monitor and analyze the performance of marketing campaigns (e.g., SEO, SEM, Email, Social Media) by tracking traffic sources, landing page effectiveness, and contribution to conversions.
  • Collaborate closely with the UX/UI design team by providing quantitative data to inform design decisions, usability improvements, and new feature development.
  • Manage and ensure the integrity of analytics implementations, including event tracking and goal configurations within platforms like Google Analytics or Adobe Analytics.
  • Utilize tag management systems (e.g., Google Tag Manager) to deploy and manage marketing and analytics tags, ensuring accurate and consistent data collection across all digital assets.
  • Create and present post-launch analysis for new features or website redesigns to measure their impact against predefined success metrics and business goals.
  • Investigate anomalies and fluctuations in website data to identify root causes, whether they are technical bugs, changes in user behavior, or shifts in market dynamics.
  • Conduct competitive analysis by benchmarking site performance and user behavior against industry standards and key competitors.
  • Partner with the development team to define data layer requirements and ensure proper tracking is implemented for new site components and functionalities.
  • Generate and analyze heatmaps, scroll maps, and session recordings to gain qualitative insights into how users are interacting with specific pages.

Secondary Functions

  • Support ad-hoc data requests and exploratory data analysis from various business units to answer specific, pressing questions.
  • Contribute to the organization's data strategy and roadmap by identifying new data sources and analytics technologies.
  • Collaborate with business units to translate their strategic goals and data needs into technical requirements for the data engineering team.
  • Participate in sprint planning, retrospectives, and other agile ceremonies as an embedded member of a product or marketing squad.
  • Provide training and support to empower colleagues across the organization to self-serve basic data needs and understand analytics reports.
  • Stay current with the latest trends, tools, and best practices in digital analytics, web performance, and conversion rate optimization.

Required Skills & Competencies

Hard Skills (Technical)

  • Web Analytics Platforms: Expert-level proficiency in Google Analytics (GA4) or Adobe Analytics, including custom report building, segmentation, and admin-level configuration.
  • A/B Testing & Optimization Tools: Hands-on experience with testing platforms such as Optimizely, VWO, Google Optimize, or Adobe Target to set up and analyze experiments.
  • Data Visualization: Proven ability to create insightful and easy-to-understand dashboards and reports using tools like Tableau, Power BI, Looker, or Google Data Studio.
  • SQL (Structured Query Language): Strong proficiency in writing SQL queries to extract, manipulate, and analyze data from relational databases.
  • Tag Management Systems: Experience implementing and managing tags, triggers, and variables using Google Tag Manager (GTM), Tealium, or a similar platform.
  • Spreadsheet Proficiency: Advanced skills in Microsoft Excel or Google Sheets, including pivot tables, complex formulas, and data manipulation for analysis.
  • User Behavior Analytics Tools: Familiarity with tools like Hotjar, Crazy Egg, or FullStory for analyzing heatmaps, session recordings, and user feedback.

Soft Skills

  • Analytical & Critical Thinking: A natural curiosity and a strong ability to dissect complex problems, identify patterns in data, and think critically about what the numbers mean.
  • Storytelling with Data: Exceptional skill in translating quantitative findings into a clear, concise, and compelling narrative that drives action and persuades stakeholders.
  • Communication & Presentation: The ability to effectively communicate complex analytical concepts and insights to both technical and non-technical audiences.
  • Attention to Detail: Meticulous and precise in data collection, analysis, and reporting to ensure accuracy and build trust in the data.
  • Problem-Solving: A proactive and resourceful approach to identifying issues, forming hypotheses, and finding solutions in a fast-paced environment.

Education & Experience

Educational Background

Minimum Education:

  • Bachelor's degree in a quantitative or business-related field.

Preferred Education:

  • Master's degree in Analytics, Data Science, Statistics, or a related discipline.
  • Certifications in Google Analytics (GAIQ), Adobe Analytics, or other relevant platforms.

Relevant Fields of Study:

  • Marketing or Digital Marketing
  • Business Administration or Economics
  • Statistics or Mathematics
  • Computer Science or Information Systems

Experience Requirements

Typical Experience Range: 2-5 years of direct experience in a web analytics, digital analytics, or a similar data-focused role.

Preferred: Demonstrated experience in an e-commerce, SaaS, or media environment where digital performance is a core business driver. A portfolio of past analyses or dashboards that showcases an ability to deliver actionable insights is highly valued.

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