Marketing Data Analytics Specialist

We're seeking a high agency, creative Marketing Data Analytics Specialist to create and manage a comprehensive set of tracking, measurement, and data visualization tools for our paid and organic digital marketing efforts in the service industry. The primary tools will be Google Tag Manager (GTM) and Google Analytics 4 (GA4), along with a Segment customer data platform and Databox. The ideal candidate will understand how GTM and GA4 function and how to use them in a variety of circumstances, should be familiar with CDPs like Segment and should excel at building dashboards in Databox.

Key Responsibilities:

GA4 and GTM Management

• Implement and manage tracking tags for various platforms using GTM
• Configure advanced event tracking in GA4
• Ensure data accuracy through regular audits
• Set up and manage custom GTM containers for different properties and environments (e.g., development, staging, production)
• Implement server-side GTM setups for improved performance and data privacy

Comprehensive Tracking System Development

• Design and implement a holistic tracking framework across all marketing channels
• Integrate data from multiple sources into a cohesive measurement ecosystem
• Continuously optimize and expand the tracking system to meet evolving business needs
• Implement cross-domain tracking and subdomain tracking using GTM

Paid Media Tracking & Analysis

• Set up conversion tracking for multiple ad platforms (e.g., Google Ads, Facebook Ads, LinkedIn Ads)
• Analyze attribution models across paid channels
• Create performance dashboards in Databox
• Implement advanced tracking for video ads, including YouTube TrueView campaigns

Organic Traffic Monitoring & SEO Analysis

• Track organic site engagement using GA4
• Utilize Ahrefs for keyword research, backlink analysis, and competitor tracking
• Conduct technical SEO audits using Screaming Frog
• Implement local SEO tracking and analysis with BrightLocal
• Set up and analyze Core Web Vitals tracking using GTM and GA4

Data Visualization & Reporting

• Build custom dashboards in Databox
• Develop automated data feeds using Google Sheets
• Create comprehensive reports tracking KPIs across all marketing channels
• Design and implement custom GA4 explorations for advanced analysis

Funnel Analysis & Conversion Tracking

• Set up user journey funnels in GA4
• Design custom events and conversions
• Provide insights for conversion rate optimization
• Implement enhanced lead generation tracking using GTM and GA4

Cross-Platform Attribution

• Analyze user behavior across different touchpoints
• Monitor synergy between paid and organic efforts
• Implement and analyze data-driven attribution models in GA4

Local & Geo-Targeted Campaign Tracking

• Track local SEO and geo-targeted paid campaigns
• Create location-based performance dashboards
• Implement geofencing tracking using GTM for location-based marketing campaigns

Required Skills & Qualifications

• Advanced knowledge of GTM and GA4
• Experience with paid and organic channel analytics
• Proficiency in Databox and Google Sheets
• Strong data analysis and interpretation skills
• Ability to optimize campaign performance
• Experience with Ahrefs, Screaming Frog, and BrightLocal
• Passion for creating and managing comprehensive tracking systems

Requirements

• Experience with additional visualization tools (e.g., Data Studio, Tableau)
• Knowledge of other SEO and PPC tools (e.g., SEMrush, Moz)
• Privacy compliance expertise (GDPR, CCPA)
• Google Analytics and GTM certifications
• Experience with tag management systems beyond GTM (e.g., Tealium, Adobe Launch)
• Familiarity with SQL for custom data analysis

Soft Skills

• Attention to detail
• Problem-solving aptitude
• Effective communication
• Adaptability to new tools and techniques
• Proactive approach to improving measurement systems

Examples of Past Projects:

The ideal candidate should have experience with projects similar to:

1. Implementing a multi-property GTM setup for a large service-based website, including custom HTML/JavaScript tags for enhanced tracking
2. Setting up cross-domain tracking for a company with multiple subdomains and third-party booking systems
3. Creating a comprehensive GA4 implementation, including custom events, conversions, and audience definitions for service-based businesses
4. Developing a server-side GTM container to improve site performance and data accuracy
5. Building a multi-channel attribution model using GA4 and BigQuery for lead generation campaigns
6. Implementing advanced lead tracking, including form submissions, call tracking, and chat interactions
7. Creating custom dimensions and metrics in GA4 for tracking user engagement with service descriptions and pricing pages
8. Developing a real-time dashboard in Databox for monitoring key marketing KPIs across multiple channels
9. Implementing and analyzing A/B tests using Google Optimize integrated with GTM and GA4 for service page optimization
10. Setting up tracking for a service-based mobile app using Firebase and GA4, including in-app events and user properties

This role offers a unique opportunity to shape and manage a comprehensive marketing analytics ecosystem in the service industry. The ideal candidate will be passionate about leveraging data to drive marketing success for service-based businesses and eager to continuously expand and refine our tracking and measurement capabilities.