Sr. Analyst Web and Marketing Analytics

Responsibilities

• Serve as a technical subject matter expert for GA4 and website measurement; define measurement requirements, event specifications, and validation standards across DeVry digital properties while partnering with Web Development and IT on GTM administration and technical deployment.
• Own website measurement requirements, event taxonomies, data-layer specifications, form and application tracking definitions, conversion standards, and measurement documentation; define and validate tracking needs before new web experiences launch.
• Proactively audit tracking accuracy and traffic quality, investigate duplicate or missing events, broken forms, bot traffic, unexpected referral patterns, and other discrepancies that could distort website reporting or optimization decisions.
• Partner with Web Development, IT, and vendors on server-side GTM, Google Tag Gateway, consent-aware tagging, privacy controls, automated tag auditing, and browser measurement changes.
• Analyze organic search visibility, search intent, keyword and landing-page performance, technical SEO indicators, and competitive positioning using Google Search Console and platforms such as seoClarity, Semrush, or Ahrefs.
• Monitor AI-powered discovery using platforms such as AthenaHQ, Profound, seoClarity, or comparable tools; assess brand mentions, citations, answer presence, prompt-level visibility, and competitive share of voice.
• Build repeatable reporting that connects traditional and AI-powered search visibility with identifiable website referrals, landing-page engagement, inquiry conversion, and prospective student journey outcomes, recognizing attribution limitations.
• Partner with SEO, content, and web product teams to evaluate optimization initiatives, including structured data and technical improvements; communicate limitations of sampled AI visibility and zero-click attribution.
• Analyze website acquisition, navigation, content engagement, form behavior, landing-page effectiveness, and conversion paths to identify friction and prioritize improvements in the prospective student digital experience.
• Develop and maintain automated website performance dashboards, reusable semantic models, and analytical views in Power BI, Looker, or Looker Studio; use SQL and governed data environments such as BigQuery and Azure to query, join, validate, and segment website and digital journey data.

Requirements

• - Bachelor’s degree in Analytics, Statistics, Computer Science, Information Systems, Marketing, Business, or a related field.
• - 4–6 years of experience in web analytics, digital marketing analytics, business intelligence, or a related analytical discipline, including substantial work with reporting and visualization tools such as Power BI or Tableau.
• - Advanced hands-on experience with GA4 and GTM, including event-based measurement, data-layer architecture, form and conversion tracking, tagging QA, troubleshooting, and working knowledge of gtag.js.
• - Experience analyzing website performance and digital journeys using Google Analytics, Adobe Analytics, or comparable platforms; familiarity with marketing measurement and attribution concepts.
• - Experience evaluating SEO performance with Google Search Console and at least one search intelligence platform such as seoClarity, AthenaHQ, Semrush, Ahrefs, or an equivalent.
• - Working knowledge of AI-powered search and AIO/GEO measurement concepts, including the limitations of AI visibility, citations, and referral attribution.
• - Proficiency in SQL (Azure, BigQuery, Oracle, etc) and experience validating, combining, and interpreting data from multiple sources.
• - Demonstrated application of AI-enabled tools to analytical investigation, automation, or reporting with appropriate accuracy and privacy controls.
• - Ability to diagnose tracking and traffic-quality issues, apply practical statistical reasoning, present prioritized recommendations, influence stakeholders constructively, and manage concurrent technical projects independently; excellent communication and project management skills.

Preferred

• - Master’s degree in a related discipline.
• - Hands-on exposure to AI search monitoring tools such as AthenaHQ or Profound, including prompt-level visibility and competitive citation analysis.
• - Working knowledge of server-side GTM, Google Tag Gateway, automated tag auditing tools (such as ObservePoint), consent management platforms (such as OneTrust), JavaScript, browser developer tools, and technical SEO concepts.
• - Experience with Salesforce or similar CRM platforms, website-to-inquiry conversion analysis, landing-page optimization, and A/B experimentation.
• - Experience using Jira or Asana for analytical or technical project management.
• - Experience in higher education or another complex, high-consideration lead-generation environment.

Benefits

• - 401k with up to 6% company match
• - Tuition assistance and career development opportunities
• - Remote & hybrid opportunities
• - Comprehensive health coverage (medical, dental, vision, and mental health)
• - Generous paid time off, including parental leave and volunteer time off
• - FSA/HSA options, disability & life insurance
• Benefits vary based on employment status.