Senior Conversion Insight Analyst (Marketing)

Role overview:

Reporting into the Senior Manager, Analytics and Insights, this is a pivotal role that will play an integral part of the GSBO Strategy, Insights & Analytics team and will support the team in their efforts to create a data driven decision culture within the business and pro-actively search for improvement opportunities, using data and insights to inform your decision making and to help articulate, priorities and manage hypotheses for improvement.

What you'll be doing:

Working as a key member of the Analytics and Insights team you will focus on understanding customer behaviour across PlayStation’s digital ecosystem, marketing efforts & effectiveness. You will be responsible for analysing the business impact of content and channel optimisation initiatives, communicating results to leaders, and promoting a data-driven culture of decision-making.

• Conduct deep dives to identify key navigation & journey patterns, drop-off points, and conversion actions.
• Analyse user flows to detect common navigation journeys and friction points.
• Present actionable insights and recommendations to improve user experience and conversion rates.
• Formulate clear and testable hypotheses for experiments and identify specific elements to be tested.
• Prepare recommendations that the business can action to reduce any risk or maximise returns.
• Enhance the accuracy and comprehensiveness of marketing data collection.
• Collaborate with Marketing & Marketing Analytics teams to improve current tracking mechanisms with regards to marketing channel reporting.
• Ensure data quality and consistency across platforms and marketing channels.
• Accurately measure and analyse ROI, ROAS, engagement levels, and traffic quality.
• Conduct thorough title & campaign level postmortems and deep dives for comprehensive insights.
• Use attribution modelling to understand the impact of different marketing channels on conversions
• Conduct regular ROI analysis to evaluate marketing campaign effectiveness
• Present to stakeholders around the company about customer behaviour on PS Store & PS ecosystem
• Work with the Monetization Product team to define success criteria and evaluate the performance of new features.
• Stay up to date with PlayStation’s reporting and analytics capabilities, tools, and data sources.
• Point of contact for all reporting and data management requests received via internal and external stakeholders.
• Understand business challenges & opportunities and identify where data could help support business decisions.
• Invent and adopt best practices in reporting and analysis: data integrity, report design, visualisations, validation, and documentation.
• Build and maintain robust KPIs, support target setting and monitoring for the likes of CRO & Marketing verticals/team.

What we're looking for:

• Demonstrable experience in a technically focused analytical role ideally within the Ecommerce, B2C, Entertainment sector
• Experience working closely with Marketing teams and/or functions globally
• Working knowledge of web analytics tools such as Adobe Analytics (Omniture) or Google Analytics and customer insight data on ecommerce or B2C websites.
• Advanced knowledge of Power BI, Tableau, SQL, SQL Server, Python, Hadoop, and Excel
• Experience of developing and delivering analytics dashboards and reporting
• Demonstrable experience with A/B testing (experiment design, prioritisation, hypothesis creation, statistical analysis of results
• Highly adaptable, with the ability to manage multiple priorities in a highly fast-paced environment.
• Exceptional ability to convert data and numbers into stories.
• Strong leadership skills to advocate and advance a data-driven culture.
• Working in a global company with high volumes of consumer data, data management, data processes and flows in large scale system.
• Comfortable combining data from various sources into reports and presentations
• Strong analytical skills including the ability to structure problems for analysis, analyse the data and understand root cause.
• Experience analysing data and presenting findings.

Preferred Qualities:

• Experience using Data Management Platform/Freewheel/MicroStrategy/Power Bi/Domo
• Testing tool knowledge

Benefits:

• Discretionary bonus opportunity
• Hybrid Working (within Flexmodes)
• Private Medical Insurance
• Dental Scheme
• 25 days holiday per year
• On Site Gym
• Subsidised Café
• Free soft drinks
• On site bar
• Access to cycle garage and showers