Digital Content Analyst

Job Description

Your New Role

The Digital Content Analyst role sits within the Intelligence & Analytics pillar of the CNNIC Audiences & Data team. The CNNIC Audiences & Data team sits at the heart of the CNN International Commercial business ensuring that data-driven insights underpin our decision making, client solutions, campaign performance and the commercial strategy of CNN International. The core purpose of this team is to bridge the gap between our data & analytics service offering and ad sales strategy & digital operations specialties of CNNIC.

You will play a crucial role in analysing and interpreting digital data insights to drive business growth and help us deliver exceptional digital experiences to our clients. You will provide analytics and reporting for the digital products and editorial efforts, working in close partnership with the Audience Insights team, US CNN Digital & research teams, Product Innovation, Strategic planning, and Editorial. Your implementation of web analytics, digital reporting and measurement, data analysis & storytelling will drive and improve business results.

Your Role Accountabilities
• Ensure basic web analytics tagging implementation is in place aligning with the CNNIC product portfolio and business units. Monitor digital campaigns, identify improvement areas, and offer recommendations to optimize reporting.
• Work with the Intelligence & Analytics Manager to convert and convey actionable insights from our Data Platform to ensure more pro-active data led conversations.
• Drive strategic projects from inception to presentation leveraging digital data to understand consumer journey, segmentation, and market size e.g., deep dive analysis of web analytics data and the digital data landscape.
• Use various analytics tools and platforms to collect, analyse, and interpret digital data, including website traffic, user behaviour and campaign performance.
• Support the design and build of automated dashboards and reports to address key business questions. Analyse reporting elements and data sources to be centralized. Identify operational processes to improve. Meet ad-hoc stakeholder needs and deliver client solutions.
• Provide regular digital analytics reporting and ad hoc data analysis to support Editorial, Product and Strategy teams in monitoring digital content performance across all digital platforms.
• Digital Audience Monitoring and Optimizing: Work closely with the IA Manager to identify commercial implications and ensure site taxonomy and tagging reflects business needs and latest technology as well as tracks digital campaigns. Work with key stakeholders to develop digital forecasts for international audiences.
• Conduct regular analysis to benchmark performance, identify industry trends, and uncover opportunities for differentiation and innovation.
• Campaign Performance & Ad Feature Pages Monitoring: Identify the commercial implications and ensures site taxonomy and tagging reflects business needs and latest technology as well as tracks digital campaigns.
• Provide regular campaign reporting and end-of-campaign insights with the support of the Intelligence & Analytics lead.
• Ingrain data-driven analytics in ad sales, strategic planning, and digital planning. Advise and support strategic planning on day-to-day management of a wide range of business analysis and operational management requests.

Selection Criteria
• Proven experience as a Digital Analyst or similar in a media, advertising, or digital marketing environment using web analytics tools, online marketing performance measurement and optimisation, digital metrics and analytics, media campaign optimisation, dashboard creation and reporting.
• Experience in using web analytics tools like Adobe/Google Analytics, Quantcast, ComScore, SimilarWeb, Moat, DFP, Freewheel, Bombora
• Good working experience in Data Analysis, conducting A/B testing and familiarity with related tools.
• Must have demonstrably strong analytical and quantitative skills with the ability to collect, organize, analyse, and visualize complex data sets.
• Proficiency in data visualization tools (e.g., Looker, Tableau, Power BI)
• Listen carefully and ask the right questions to find their 'need' and can educate clients and internal stakeholders on analytics and insight best practices.

Jobcode: Reference SBJ-d8xb3m-216-73-216-43-42 in your application.