Digital Analytics Manager

Summary

Join Brightcove as a Digital Analytics Manager and lead the optimization of our digital analytics infrastructure. You will manage and configure Google Analytics and Google Tag Manager, ensuring accurate data collection and insightful reporting. Collaborate with marketing and technology teams to improve digital performance. This individual contributor role requires strong analytical skills, experience with various analytics tools, and excellent communication abilities. You will create reports and dashboards, conduct A/B testing, and provide data-driven recommendations. Brightcove offers a collaborative and inclusive work environment with opportunities for professional growth.

Requirements

• Bachelor's degree in Marketing, Business, Data Science, or a related field
• 6+ years of experience in digital analytics, specifically with Google Analytics and Google Tag Manager
• Strong understanding of GA4, Universal Analytics, and event-based tracking
• Proficiency in managing tags, triggers, and variables within GTM
• Experience with tracking complex conversion paths, e-commerce, or lead generation funnels
• Strong data analysis skills with experience in segmentation, cohort analysis, and attribution modeling
• Advanced knowledge of key digital marketing channels (SEO, PPC, display, social media)
• Experience in testing and optimization methodologies (A/B testing, multivariate testing)
• Excellent communication skills and the ability to explain technical concepts to non-technical stakeholders
• Strong project management skills with the ability to handle multiple projects simultaneously
• Highly detail-oriented with a passion for data accuracy and problem-solving

Responsibilities

• Lead the implementation, configuration, and management of Google Analytics (GA4 preferred) and Google Tag Manager (GTM)
• Ensure proper tracking of website activities, including traffic, conversion paths, user behavior, and campaign performance
• Manage tags, triggers, and variables in GTM to capture the right data points for analysis
• Set up custom tracking, goals, funnels, and segments in GA to monitor key performance indicators (KPIs)
• Analyze website traffic, campaign performance, and user behavior to provide actionable insights
• Create detailed reports and dashboards using Google Looker Studio (or similar tools) to visualize performance trends
• Collaborate with marketing teams to refine strategies based on data insights and drive conversions
• Formulate and execute A/B tests, multivariate testing, and optimization analysis to recommend improvements
• Create weekly, monthly, and ad-hoc reports to track digital marketing performance
• Partner with Marketing Analytics to provide advanced analysis of channel performance, attribution, customer journey, and ROI
• Build and maintain dashboards for stakeholders to monitor KPIs
• Ensure the integrity and accuracy of data collected from multiple digital sources
• Conduct regular audits and troubleshoot any discrepancies in analytics tracking
• Work with development teams to ensure proper data layer implementation and tag deployment
• Maintain a governance structure around tag management, tracking standards, and data layer protocols
• Collaborate with marketing, UX, SEO, paid media, and development teams to optimize digital efforts
• Provide technical guidance on analytics tools and tracking strategies
• Communicate data findings and recommendations to stakeholders across the organization

Preferred Qualifications

• Google Analytics and GTM certifications are a plus
• Familiarity with additional tools like Google Data Studio, Tableau, Power BI, or similar data visualization platforms
• Familiarity with Salesforce.com products (Sales Cloud, Marketing Cloud, Data Cloud) are a plus
• Knowledge of HTML, JavaScript, and CSS for tag troubleshooting and implementation

Benefits

• Work/life balance
• Professional growth
• Creating an empowering space for open communication