a. Web Analytics and Optimization:
1. Manage Google Analytics, Adobe Analytics, and GTM configurations to track website performance, traffic sources, and conversion patterns.
2. Implement end-to-end funnel tracking, from initial site visits to lead generation, email engagement, and sales funnel integration.
b. Tagging, Tracking, and Campaign ID Management:
1. Develop and implement a tagging strategy for Google Tag Manager and Adobe Analytics, ensuring consistent tracking across web properties.
2. Manage UTM parameters and Campaign IDs to track marketing campaigns effectively, ensuring data integrity across channels.
c. Lead Generation and Email Automation Integration:
1. Collaborate with email automation and CRM teams to integrate lead gen forms, track form submissions, and ensure seamless data flow into platforms like Salesforce.
2. Set up and monitor tagging for email marketing campaigns and automated workflows, providing data for performance optimization and remarketing strategies.
d. Data Compliance and Consent Management:
1. Oversee cookie and consent management using tools like TrustArc or Cookiebot, ensuring compliance with GDPR, CCPA, and other data privacy regulations.
2. Configure compliance tools within GTM to reflect user consent across digital assets, maintaining data privacy while supporting analytics needs.
e. Funnel Reporting and Campaign Attribution:
1. Create end-to-end funnel reports, combining data from various sources (Google Analytics, Adobe Analytics, Salesforce) to analyze the effectiveness of campaigns from awareness through to conversion.
2. Develop interactive dashboards in Looker Studio or Power BI, highlighting key metrics and KPIs across the customer journey for cross-functional stakeholders.
f. Cross-Functional Collaboration:
1. Work closely with marketing, sales, and IT to align campaign tracking, lead generation forms, and data integration efforts across platforms.
2. Train marketing and sales teams on interpreting BI dashboards, funnel metrics, and compliance considerations to enhance data-driven decision-making.
