Role Overview :
We are seeking a highly analytical and detail-oriented Senior Digital
Analytics Specialist to join our digital marketing and product team. In
this role, you will be responsible for tracking, analyzing, and reporting
on digital user behavior across our web and mobile platforms. You will
play a critical role in translating complex datasets into actionable
insights that drive user acquisition, engagement, and conversion
optimization. Core
Focus Areas
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Clickstream Analytics: Must-Have: Extensive, hands-on experience with
clickstream data collection, analysis. Must possess deep expertise in
tracking user behavior, defining custom events, managing tag implementations
(via Google Tag Manager or Adobe Launch), and translating raw clickstream
data into comprehensive user journey maps and behavioral insights.
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SEO-Related Analytics: Organic Performance Tracking: Proven track record of
monitoring and analyzing organic search performance, keyword rankings, and
search visibility using enterprise SEO tools to identify optimization
opportunities and drive organic traffic growth.
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SEM-Related Analytics: Paid Search Campaign Optimization: Deep expertise in
tracking, analyzing, and optimizing paid search campaigns (Google Ads, Bing
Ads) by evaluating key performance indicators (KPIs) such as Cost Per Click
(CPC), Click Through Rate (CTR), Cost Per Acquisition (CPA), and Return on
Ad Spend (ROAS).
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A/B Testing & Attribution Modeling: Experience in conducting
multi-variable A/B testing for ad copy, landing pages, and bidding
strategies, utilizing advanced attribution modeling to allocate SEM budgets
effectively across campaigns and maximize conversion rates.
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Digital Offer Test Design: Proven experience in designing robust
experimental frameworks (including A/B, multivariate, and fractional
factorial testing) specifically tailored for digital offers, promotions, and
personalized incentives across web and mobile channels.
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Digital Offer Evaluation & ROI Analysis: Strong capability to evaluate
the performance of digital offers by analyzing redemption rates, incremental
lift, customer acquisition costs (CAC), and long-term customer lifetime
value (LTV) impact.
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Campaign Testing & Optimization: Expertise in setting up, executing, and
analyzing digital marketing campaign tests (including email, push
notifications, and in-app banners) to optimize open rates, click-through
rates, and downstream conversions.
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Control Group Methodology: Proficiency in establishing and maintaining clean
holdout and control groups across digital campaigns and offer distributions
to accurately measure true incremental lift and prevent audience fatigue.
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Post-Login Behavioral Analytics: Deep experience analyzing user behavior
within secure, authenticated (post-login) digital environments, tracking
feature adoption, portal engagement, self-service completion rates, and
identifying friction points in the post-login customer journey.
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Authenticated Experience Personalization: Ability to leverage post-login
customer profile data and behavioral history to evaluate personalized
dashboard experiences, targeted post-login offers, and account management
workflows.
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Small Business & Mortgage Analytics: Providing deep-dive analytics to
support product development, identify market opportunities, and drive
portfolio growth within the Small Business and Mortgage sectors.
Responsibilities:
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Lead analytics to deepen core areas for Retail Bank business through
different analytical solutions to enhance productivity and build highly
customized solutions.
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Identify potential market and market trends to enable agility and drive
strategic changes in "how we Acquire and Engage" with our customers.
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Ensure solutions meet stringent compliance, security, and performance
management standards.
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Design and implementation of DOEs for in-depth understanding of customer
sensitivities to new offer and outreach channels. Drive the philosophy of
right product at right time for our customers.
Provides actionable overall market and customer insights to address key
strategic questions for Retail Bank products and understands the campaign
management domain | KPIs | ROI | Channels.
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Responsible for analyzing the performance of campaign, ad-hoc analytic
requests, and providing recommendations for increasing campaign
profitability.
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Analyzes external and internal customer data using Hive, Python, Excel etc.
to identify areas of opportunity across Retail bank customer lifecycle.
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Evaluates customers’ online/offline behavior and provide insights and
recommendations for further enhancements to the targeting strategy.
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Responsible for performance forecasting of campaigns/products for the
short-term and long-term cohorts, backed up by data and business
justifications.
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Work closely with Marketing, Pricing and Decision Management teams to drive
revenue and growth for Retail Bank products and influence decision based on
data behavior.
Skillsets Required
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Minimum of 4+ Years hands on experience in BA
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Mastery of Python, Hive/SQL.
Experience With Clickstream Data Analytics Is a Must
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Preferred experience in marketing research, statistical or data analysis.
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Good communication skills (both verbal and written) and ability to work with
cross functional partners and team members.
Qualifications
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Overall, 2 yrs of Experience with Master's degree or 4 years with Bachelor’s
degree preferred in Computer Science, or a related quantitative field.