Digital Performance Analyst

London & Partners
London Bridge
29 Nov 2012
06 Nov 2012
Agency, Media, Other

Job Description

Position title: Digital Performance Analyst

Department: Digital

Reporting to: Director of Digital (with dotted line to Head of Strategy & Insight)

Direct reports: None

London & Partners is the official promotional organisation for London. Our company attracts and delivers value to business, students and visitors. London & Partners is a not-for-profit public private partnership, funded by the Mayor of London and our network of commercial partners.

The company focuses on maximising opportunities for the capital as a place for businesses, students and visitors. Our vision is that London will be recognised globally as the best big city on earth, and its mission is to passionately champion London’s excellence with one confident voice to business, students and visitors.

Our values as an organisation are to be ambitious – with a passion to succeed and thrive, to be high performing – with a commitment to achieve outstanding results, to be collaborative – with an ethos that fosters partnership and cooperation and to be creative – with a love of ingenuity and innovation.

Purpose of role

London & Partners’ Digital Performance Analyst will be responsible for providing intelligence and insights which will help the organisation achieve high levels of success across these areas:

•Channel audience growth and engagement (websites, social media, apps)
•Marketing campaigns and promotions (owned channels and 3rd party)
•Natural and paid search
•Earned media and reputation monitoring
•eCRM (B2B and B2C)
•Ecommerce and advertising revenue
•Content distribution and 3rd party referrals
•Business and operations

The DPA will work closely with the strategy and insights team to ensure joined up thinking across the business and that digital activity meets the organisation’s strategic goals. This will also enable the digital and marketing teams to make decisions using the best and most up to date intelligence available.

The DPA will provide practical assistance to internal teams on setting targets, technical set up, evaluation and the successful optimisation of B2B and B2C digital marketing activity. The digital team works in an agile environment and regular monitoring and insights are crucial to ensuring the best possible outcomes are achieved.

The DPA will also assist the senior management team on the prioritisation of digital projects, based on criteria such as potential business benefits, estimated performance and projected ROI.

The analyst will also work with the head of operations to produce business reporting for internal teams and our stakeholders.


Digital performance B2B and B2C - reports, insights and optimisation
•Ensures analytics tools and systems are fit for purpose and well provisioned
•Designs, maintains and distributes digital performance reports for the business including: websites, social media, apps, email, SEO, paid campaigns, ecommerce, registrations, outward and inward referrals etc
•Face to face workshops and insights sessions with teams as required
•Provides actionable insights from the data, track progress and provide comparison reports to demonstrate effectiveness to the teams
•Compiles detailed website behaviour and usage analyses that drive content refinements (e.g. bounce analysis)
•Enables the business to self-serve and analyse digital data by providing training, access and support
•Automates digital reports where possible
•Collates useful 3rd party digital intelligence and report emerging trends
•Produces weekly commercial reports that show affiliate bookings and commission revenues plus conversion stats, namely clicks, bookings/repeat bookings, value per visit, etc.
•Participates in the social media insights group and helps teams to optimise activity

Marketing campaigns - insights, management and support
•Sets up digital campaign tracking and reporting - in partnership with the media agency
•Manages the media agency relationship and work with them to define success criteria, monitor campaign performance, suggest improvements to ensure campaigns deliver objectives
•Provides database management support that facilitates segment-specific content and marketing programmes

Email and CRM – insights
•Provides CRM insights for the head of operations
•Provides email campaign response analysis
•Works with the digital and marketing teams to define and implement the digital marketing eCRM programme
•Collates data from monthly email marketing campaigns via the Exact Target email system and Google Analytics

Natural search – optimisation and management
•Manages our SEO agency
•Follows up agency recommendations and actions and ensure implementation
•Produces, collates and distributes monthly management reports
•Reviews English and FL keywords periodically – e.g. seasonal and special campaigns
•Keeps up with and advise on SEO developments and best practice such as social SEO

Working with the strategy and insights team
•Provides segmentation and profiling insights
•Provides intelligence to support the economic impact evaluation of digital activities
•Provides practical solutions to monitor reputational changes from online/social media evaluation activities

Person specification

The successful candidate will demonstrate:-

Knowledge and Experience

•A-levels (essential)
•Digital marketing, mathematics, statistics, economics degree or equivalent experience desirable
•Experience of working in a diverse, multi-channel environment and digital marketing exposure (essential)
•Client and agency side; data processing experience desirable
•Excellent communication skills – verbal & written
•High level of numeracy
•Advanced Excel
•Proficiency on web analytics tools such as Google Analytics or Webtrends
•Research and intelligence gathering
•Ability to simplify complex subject matter for non technical/analytical audience

Key Competencies
The following competencies are based on our organisational values. These are the key competencies for this role.

High Performing

Organising and Executing

•Managing time
•Delivering results
•Meeting expectations
•Setting high standards
•Maintaining quality
•Driving projects to results
•Demonstrating commitment
•Working systematically

Decision making

•Initiating Action
•Taking responsibility
•Acting with confidence
•Acting on own initiative


Supporting & Co-operating

•Understanding others
•Working with people
•Showing tolerance and consideration
•Consulting others
•Adapting to the team
•Communicating proactively
•Upholding values
•Acting with integrity

Interacting & Presenting

•Establishes good relationships with staff & clients
•Relates well to people at all levels
•Makes a strong personal impression on others
•Promotes ideas effectively
•Expresses opinions, information & key points of an argument clearly
•Makes presentations with skill & confidence
•Projects credibility


Creating and conceptualising

•Learning quickly
•Managing knowledge
•Gathering information
•Thinking quickly
•Encouraging organisational learning

Innovation and ingenuity

•Produces new ideas, approaches or insights
•Develops job knowledge and expertise through continual professional development
•Shares expertise
•Tests assumptions


Enterprising and Performing

•Pursues goal tenaciously
•Sees things through to completion
•Pushes self hard when faced with difficult targets
•Sets ambitious targets for self
•Seeks learning & development
•Tackles demanding goals with enthusiasm
•Identifies personal development strategies to help achieve career goals

Adapting and Coping

•Adapts to changing circumstances
•Accepts new ideas & change initiatives
•Deals with ambiguity & makes positive use of the opportunities it presents
•Works productively in a pressured environment
•Keeps emotions under control during difficult situations
•Balances demands of work & personal life
•Maintains a positive outlook
•Handles criticism well & learns from it

Contact / Application Details

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London & Partners HR Deparment