Digital Analytics is a very exciting and evolving branch of Analytics. It looks at customer behaviour on our digital assets i.e. Websites, Mobile Websites and Apps. This is a great time to be within Digital Analytics as there is significant focus on both Digital Channels and on Analytics, being at the intersection of these two means there is a key need for us to deliver across many great projects. The Digital Analytics activity we are conducting is some of the most advanced in the UK.
Within the team, we have different areas;
Conversion Analytics – Looking at how to make it easy for customers to use our websites
Marketing Analytics – Looking had how we can efficiently acquire customers
Trading Analytics – Looking at how we can optimise sales and margins
Core Analytics – Looking after key new work streams and projects for digital analytics
Digital Architecture – Looking to ensure data integrity and enable our analytics
We are implementing many new systems and processes, with significant investment. We implemented the most advanced Digital Analytics tool, Adobe Analytics Premium, just over a year ago. We are currently implementing Visual IQ (Algorithmic Attribution) and Decibel Insight (Customer Experience tool) to name a couple.
Within the team we aim to keep a balance between work and fun, often having social events as a team, and as you can see from the Mario picture. We are proud to have a very diverse team, that also allows for flexible working, the team has significantly expanded over the last 12 months to enable us to deliver key business needs.