Senior Analyst, Digital Analytics & Insights

Genuine Parts Company•Atlanta, GA

About The Position

The Senior Analyst, Digital Analytics & Insights has ownership over eCommerce performance analytics including foundational reporting infrastructure, report building and analysis, and delivering actionable insights to business stakeholders. Overall areas of accountability include eCommerce performance analytics (foundation, reporting, & insights), customer journey and funnel analysis, digital marketing and product analytics, analytics tagging architecture and governance, and ownership of departmental performance reporting – both analysis and insights.

Requirements

Bachelor's degree and five (5)+ years of related experience or an equivalent combination
B2B eCommerce experience strongly preferred
In-depth experience with GA4 and/or Adobe Analytics
In-depth experience with Google Tag Manager or Adobe Launch
Deep understanding of Tagging architecture
Deep understanding of Data layers
Deep understanding of Event-based tracking models
Strong analytical and problem-solving skills
Ability to translate data into business insights
Experience with data visualization and data-driven storytelling
Fluency in SQL, Python, or other scripting languages to drive self-service analysis with large data sets
Experience with server-side tagging
Experience with Cloudflare or similar CDN integrations
Familiarity with CRM systems (Salesforce, Dynamics 365)
Familiarity with CDPs
Knowledge of B2B buying journeys and account-based marketing
Experience working in enterprise-scale environments
Experience with BI tools (Tableau, Power BI, Looker, etc.)

Responsibilities

Analyze end-to-end B2B eCommerce performance across established KPIs
Perform analysis across customer segments & user types, industries, and account sizes
Identify fallout across funnel stages (search, PDP, cart, checkout)
Evaluate logged-in vs guest user behavior, and support building an analysis pipeline across user types
Monitor product performance at SKU and web taxonomy levels
Support testing, forecasting, and trend analysis in collaboration with Data Science team
Conduct behavioral flow analysis using real-time visibility to onsite behavior
Ownership of Quarterly & Monthly performance retrospectives – reporting and insights across key customer journeys
Develop self-serve analytics capabilities
Perform deep-dive analyses and ad hoc investigations as needed
Ensure the integrity and accuracy of existing digital data by continued monitoring and assessment of platform tags and tracking.
Partner with development teams to ensure clean, maintainable event tracking implementations
Support audience segmentation and targeting strategy in partnership with Paid Media team
Align marketing and eCommerce metrics with realized sales data
Partner with Data Science team on Media Mix Modeling analysis outcomes and budget allocation recommendations
Performs other duties as assigned.