Strategy & Consulting - Global Network | SONG - Marketing Analytics Consultant
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The Practice – A Brief Sketch
The Strategy & Consulting Global Network Song practice is aligned to the Global Network Song Practice of Accenture and works with clients across their marketing, sales and services functions. As part of the team, you will provide transformation services driven by key offerings like Marketing, Sales and Service, Commerce. These services help our clients become living businesses by optimizing their marketing, sales and customer service strategy, thereby driving cost reduction, revenue enhancement, customer satisfaction and impacting business metrics in a positive manner.
The role is an intermediate-level position in the Marketing transformation vertical of Accenture GN Song.
The key responsibilities will include the following
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Conduct user experience assessment/audit on website/app, assess digital analytics (web/app analytics) capability and provide recommendations on optimizing the customer journey.
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Understand customer journey and current trends to be able to give recommendations to improve marketing initiatives, personalization, or advertising strategies etc.
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Gather business requirements, translate complex functional, technical, and business requirements into architectural designs and solution blueprint.
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Manage the processes for capturing, storing, using, and tracking of online activity data from multiple channels and its integration with CDP.
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Work as a BA, PO as part of web analytics, tag management implementation.
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Plan and design digital analytics/ clickstream data inclusion to customer 360 view and provide framework/ solution/ Architecture/ Roadmap for our clients as applicable.
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Understand the customer journey and current trends to be able to give recommendations to improve marketing initiatives, personalization, or Advertising strategies etc.
Key Skills:
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A strong understanding of the fundamentals of marketing, digital marketing, web analytics.
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Ability to map customer journeys, define KPIs/metrics and data collection requirements, develop dashboards and reports.
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Ability to generate and use insights to devise customer segment specific approach.
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Ability to work with closely with marketing, analytics, data and other teams.
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Strong storytelling and PPT skills.
In addition, to excel at the role, you will also need to have:
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Awareness on Marketing processes, operating model, marketing & Advertising technologies, and integrations with other technologies
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Experience in working with middle to senior management levels within existing organization / client organizations.
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Strong experience in building working relationships with clients and other key stakeholders effectively and ability to lead teams independently.
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Ability to learn new and understand new tools/solutions.
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Contribute to offering development skills to identify areas of growth related to specific skills, platforms, assets etc. that contribute to enhancing the offering.
Read about us.
Your experience counts!
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MBA from a tier 1 institute with preferably bachelor’s degree in marketing, statistics, or a related field
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Proven work experience 5+ years in digital analytics (Web/app analytics) with focus on Google Analytics, Adobe analytics & Adobe CJA and integration with remaining Martech/Adtech stack- preferably within the industry - E-Commerce, CPG, Telecom, Healthcare, Financial services etc.
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Experience in implementation of the above tools and their integration with remaining Martech/Adtech stack, supporting attribution modeling or/and media mix modelling (MMM) and on data collection.
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Strong understanding of collaboration between web/app analytics and other marketing, advertising, and Personalization technologies.
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Strong knowledge of any tag management platforms - GTM, Adobe Launch, Tealium etc. Preferred if have done implementation of Ads conversion pixels, platforms like DMPs etc via tag management.
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Preferred but not mandatory - Experience working with Ads data hub, ad platforms and their API' s i.e. Google API, Facebook conversion API etc.
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Aware of advertising Tech ecosystem, with focus on cross device and omnichannel consumer experience, paid and owned media platform integrations, campaign tracking & attribution tools. knowledge of Firebase and Appsflyer also beneficial.
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Experience in using visualization tools such as Tableau, Workspace, Report Builder (Must Have), PowerBI, Google Data Studio etc.
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