Senior Manager, Digital and Marketing Analytics
Your Role
The Customer Experience, Digital, and Operations Analytics team is responsible for accelerating data driven value-based solutions that drive out expense, generate growth while elevating experience for members, providers and brokers.
The Senior Manager of Digital and Marketing Analytics will report to the Senior Director of Customer Experience, Digital, and Operations Analytics.
In this role you will supervise and provide technical direction to a team of analytics professionals. You will build strong relationships with Marketing and Digital Business Leadership and consults with them to leverage analytics that enable them to meet their business goals and objectives.
This role toggles between supervising and doing.
Your Work
In this role, you will :
Digital Analytics In partnership with VP Digital, drive digital adoption and engagement on our digital properties by understanding customer, provider, employer, and broker behavior through tagging strategies / implementation / tag management with tools like Google Analytics and session replay tools like Glassbox Develop performance insights into digital journeys through funnel analysis, traffic pattern analysis and recommend improvements in performance and personalization Link digital performance with other attributes around multi-channel interaction, claim, demographics, plan to enrich insights Design and Read tests to measure improvements / changes to product features Measure the value of digital in terms of OPEX savings, cost of health care savings and revenue generation Stay abreast of the latest digital tools and approaches for web / mobile analytics and data collection including cookie approaches, rd party pixels, etc.
in compliance with healthcare regulations and requirements
Marketing Analytics Analyze and understand the effectiveness of outbound marketing channels and efforts, from paid (display, search, social, etc.
to owned (calls, email, social) to earned (influencers) Design and read tests to measure improvements / changes to product features.
Uncover insights and offer quantified recommendations on individual marketing campaigns Design and read tests and measure incremental lift, results of A-B or other multivariate testing Media mix modeling knowledge a plus
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