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Senior Analyst Performance Analytics

Date: Mar 10, 2017

Location: Ft Worth, TX, US

Location: AA Headquarters 2 (DFW-HDQ2) 
Additional Locations: None
Requisition ID: 4274 

Job Description

The Digital Analytics analyst will be counted upon to understand the "story" behind the numbers and prepare materials to share those stories across the Digital Channels team, across other functions, and to senior leadership. This employee will also analyze weekly, monthly, and quarterly reports to understand the fluctuations in data and identify trends and opportunities to optimize the AA digital properties. The analyst will be single point of contact for analysis during a project’s life cycle, interfacing with IT, management, Project Owners, and other stakeholders. This role is a combination of numerical analysis, presentations, forecasting, database design and management, and validating data integrity.

 

The Digital Analytics team is responsible for using data driven insights to strategically drive new revenue, increase conversion, and decrease distribution costs as well as reporting ecommerce metrics and KPIs. This analyst will play a key role in building out the Adobe Marking Suite analytics infrastructure.  The ideal candidate is someone who is not only comfortable with, but passionate about, analyzing data and unearthing stories.

 

Principal Duties and Responsibilities:

  • Report and analyze Key Performance Indicators (KPIs) and other key metrics for the direct online channels.
  • Develop and deliver online channel analysis and insights with actionable recommendations that drive strategic and tactical decisions related to web optimization and overall online channel strategy.
  • Evaluate the impact of website functionality changes in real-time as they are released to ensure revenue, operational functions, or the overall user experience are not adversely affected.
  • Work with Product Owners to set KPIs for Digital Channels initiatives and create business requirements for new data elements to ensure sufficient analytics is in place to measure success.
  • Study the shift to mobile technologies and their effect on both web design and customer behavior.
  • Perform multi-channel analysis to understand the role and success of digital in the context of the system (digital, kiosk, agency, reservations, etc).
  • Define best practice approaches for analyzing user behavior on the online channels, for configuring web analytics technology, and for interpreting data.
  • Define scope of projects by mining offline data sources. This requires writing ad hoc SQL queries by determining output variables, joining and nesting different data sets, and formulating search criteria.

Job Description (Continued)

  • Apply statistical forecasting models to evaluate potential benefits of new projects or to verify assumptions in the proposal; Organizing results to justify projects with Finance.
  • Create real-time dashboards for initial monitoring of projects, facilitating immediate analytics to executive stakeholders.
  • Participate in business intelligence activities to ensure necessary data is captured. Validate data and ensure reliability of online and offline data sources in the process.
  • Conduct quality assurance checks and data validation, identify data collection issues and gaps, recommend and implement fixes.
  • Analyze consumer feedback to identify new opportunities and translate insights into actionable plans and recommendations inspiring others to act.
  • Consult with and advise management on customer trend data. Develop business cases or provide other justification as a means to influence organizational leaders.
  • Develop reporting to summarize performance data extracted from disparate data sources (Teradata, Hadoop, Digital Analytics, Voice of Customer, etc).
  • Track, review, and improve online conversion in collaboration with Marketing, Loyalty, and other groups with the objective of optimizing campaign profitability and success. Recommend ideas for future campaigns.
  • Perform duties of Analytics administrator including SAINT classifications, managing shared dashboards, and designing custom segments to identify trends in visitor profiles.
  • Build regular reports to cover evolving business focus and priorities.

Job Qualifications

MINIMUM Qualifications:

  • Undergraduate degree in Statistics, Business, Engineering, Mathematics, Economics or equivalent experience/training
  • At least 2 years’ experience in an analytical business field such as Revenue Management, Marketing, Planning, or Scheduling
  • Database query experience (SQL, SAS, Oracle, Datameer)
  • Strong analytical capability, including application of quantitative reasoning to resolve complex problems, knowing when to aggregate results vs showing trends, defining appropriate comparison periods, and properly controlling for external variables
  • Experience obtaining, analyzing, and presenting project results
  • Experience in transforming raw data into meaningful information to discern and identify trends from data
  • Demonstrated ability to work independently, work additional hours when necessary, and perform effectively under pressure
  • Experience as part of a team/group putting forth recommendations
  • Detail-oriented; self-motivated
  • Ability to handle multiple responsibilities/projects on strict deadlines with minimal supervision/direction
  • Ability to negotiate project priorities with several internal clients
  • Strong time management skills
  • Knowledge of marketing theories and general eCommerce practices
  • Proficient with Microsoft Office software (e.g. Word, Excel, Outlook, PowerPoint)

 

PREFERRED Qualifications:

  • Web and travel/airline experience
  • Experience with web analytics applications (Site Catalyst/Omniture/Adobe Analytics, Core Metrics, Tealeaf, Google Analytics, etc.)
  • Experience with eCommerce or marketing/financial analysis
  • Experience creating and analyzing A/B and multivariate tests

Additional Locations: None
Requisition ID: 4274 


Nearest Major Market: Fort Worth
Nearest Secondary Market: Dallas

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