Senior Analyst Web and Marketing Analytics

Opportunity: The Senior Analyst, Web & Marketing Analytics is a hands-on technical specialist responsible for the integrity of DeVry University’s website measurement ecosystem and for translating web, organic search, AI discovery, and digital experience data into actionable intelligence. This role combines advanced GA4 and GTM instrumentation, website data quality and governance, SEO/AIO/GEO analytics, and AI-enabled investigation to proactively identify friction, recommend improvements, and measure results across the prospective student digital journey. The analyst partners with Experience, Website Marketing, Analytics, and Technology teams to ensure measurement capabilities are reliable, adopted, and used to improve website performance and prospective student conversion. Key Responsibilities: Digital measurement architecture and governance: 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. SEO, AIO and GEO performance intelligence: 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. Website performance, journey and conversion analytics: 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. Independently investigate changes in website and search performance; quantify root causes and opportunities, recommend prioritized actions, and partner with web owners to evaluate whether implemented changes improved conversion or experience. Partner with Analytics and Technology teams to leverage governed, reusable website data sources and reduce reliance on manual reporting processes. Partner with Web Experience, UX, Content, CRM/Email, Paid Media, and other channel teams to evaluate how acquisition source, messaging, navigation, content, and experience changes influence on-site behavior, conversion, and progression through the prospective student journey. Combine behavioral analytics with available qualitative inputs, testing results, and journey feedback to identify friction, prioritize experience improvements, and evaluate whether changes improve engagement and conversion. AI-led analytics, experimentation and automation: Apply AI-enabled tools to accelerate website data exploration, SQL development, anomaly investigation, automated monitoring, and self-service analytics while validating outputs for accuracy, privacy, and reproducibility. Support A/B testing and conversion optimization using platforms such as VWO or comparable experimentation tools, including hypothesis development, instrumentation, audience segmentation, statistical interpretation, and post-test measurement. Develop documented, reusable analytical workflows and monitoring that surface tracking defects, conversion friction, and emerging performance opportunities; improve the speed and adoption of website insights. Business partnership and project execution: Translate ambiguous website and search performance questions into structured investigations; communicate what changed, why it matters, recommended next actions, and the observed results after implementation. Coordinate concurrent instrumentation, audit, reporting, and optimization initiatives with Web Experience, SEO, Marketing, IT, and external partners; communicate dependencies, resolve disagreements constructively, and drive adoption of shared measurement standards. Qualifications: A successful candidate brings deep website measurement expertise, analytical curiosity, disciplined quality assurance, and the ability to convert technical findings into prioritized, business-relevant recommendations. They proactively surface issues, work constructively across functions, and close the loop by evaluating outcomes. Required: 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 Qualifications: 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.