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Digital Analyst, Performance Analytics

  • DGT - Digital
  • Hong Kong Special Administrative Region of China
  • Cathay Pacific
  • Application Deadline
    03 Aug 2021
Role Introduction

Reports to: Assistant Manager Digital, Performance Analytics

This role will be responsible to execute developed measurement framework for Cathay’s digital channels and recommend usage based on business needs. Meanwhile, the role will help produce performance report on Google Analytics / Adobe Analytics (online behavior, performance, targeting success, click-thru, marketing ROI) by customer, segment, market, product, channel and ensure customer data is enriched and available for cross channel usage. Further more, this role will analyse and recommend refinement in Marketing Cloud experiment framework with the support of data analytics  

 

Key Responsibilities

  • Conduct digital analysis leveraging on both quantitative and qualitative data to generate insights for customer experience delivery and campaign execution
  • Evaluate performance, identify trends and anomalies, and recommend usage based on business needs for Cathay’s digital platforms (e.g. Website, Mobile App, Booking Engine)
  • Design reports and dashboards on monitoring campaign and customer experience performance
  • Support Journey Orchestration team on evaluating campaign performance, such as email response and engagement rates on Marketing Cloud
  • Work closely with IT team on suggesting metrics and online tracking requirements to ensure business needs are fulfilled
  • Responsible for evangelising digital analytical tool usage among business units and sales offices, by designing user guides, delivering training curriculum and user support on tools such as Adobe Analytics
Requirements

  • University degree in an analytical discipline, such as Business, Finance, Statistics, Economics, or Marketing
  • Minimum 2 years of experience in digital, preferably in analytics area
  • Hands-on experience with Google Analytics or Adobe Analytics with strong knowledge of data layers, tagging, variables and custom metric set up
  • Experiences with data visualization tools such as Data Studio or QlikSense will be a plus
  • Knowledge of digital technology and workflows that underpin digital analytics, such as, first- vs third-party cookies, omni-channel experience design and data integration preferred
  • Strong quantitative skills with proven ability to demonstrate data interpretation capabilities
  • Candidate with more experience may be considered as Senior Analyst
Personal & Application Information

Cathay Pacific is an Equal Opportunities Employer. Personal data provided by job applicants will be used strictly in accordance with our personal data policy and for recruitment purposes only. Candidates not notified within eight weeks may consider their application unsuccessful. All related information will be kept in our file for up to 24 months. A copy of our Personal Information Collection Statement will be provided upon request by contacting our Data Protection Officer.

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