Web Analytics Lead

HPは、データ分析と実験を通じてビジネスを最適化することに情熱を持つ経験豊富なWebアナリティクスリーダーを求めています。

Webアナリティクスリーダーとして、国内外のチームを横断的に連携し、さまざまなプラットフォームやチャネルでのパフォーマンスを最適化します。

A/Bテスト、多変量分析、マルチアームドバンディット最適化、強化学習、因果推論の原則、新興のアプリケーションへの統計的手法など、証明された専門知識を求めています。

担当業務：

• Google AnalyticsやAdobe Analyticsなどのウェブアナリティクスツールに精通し、データウェアハウス、ビスタルール、セグメントなどの高度な機能にも精通している

• ステークホルダーとの目標設定およびKPI識別に関する議論をリードし、コンバージョン率、直帰率、訪問あたり収益、粗利益、広告費対効果率などの指標に焦点を当てます。

• A/Bテストや実験・パーソナライゼーションプログラムの分析を推進します。

• Tableau、Power BI、Lookerなどのツールを使用して、異なるシステムからの大規模なデータセットを統合し、包括的な顧客の洞察を提供します。

• 有料検索、SEO、ソーシャルメディア、電子メールなどの需要生成チャネルの実践的な使用

• ウェブサイトのタグの評価およびビジネスニーズをサポートするための要件定義

• 分析結果に基づいてマーケティング戦略を提示し、推進

• 属性モデルを解釈し、マルチタッチ分析のために顧客のジャーニー洞察を活用

必要な経験：

• ビジネス英語、流暢な日本語

• データサイエンスまたは関連分野でのアカデミックなバックグラウンドがある方尚可

• Adobe AnalyticsやGoogle Analyticsなどのウェブアナリティクスツールに対する専門知識。

• ExcelまたはTableau/Looker/PowerBiなどのBIツールでダッシュボードを作成できる能力。

• 最大価値の最大化に焦点を当てた需要生成および広告プラットフォームの理解があることが望ましい。

• ROAS最大化のためのマルチタッチ属性モデリングの経験があれば尚良いです。

【提出書類】

職務系列記書（日英）、履歴書（写真不要）

HP is seeking a proven web experimentation leader who is passionate about optimizing the business through the intersection of data and experimentation. As a Web Analytics Lead, you will partner cross-functionally and within a growing Analytics team to design, implement, and analyze adaptive test experiments intended to optimize performance across multiple platform and channels. We are seeking proven expertise including but not limited to, A/B testing, multivariate, multi-armed bandit optimization and reinforcement learning, principles of causal inference, and statistical techniques to new and emerging applications.

Applies advanced analytics subject matter knowledge to solve complex business issues and is regarded as a subject matter expert. Frequently contributes to the development of innovative ideas and methods. Works on complex problems where analysis of situations or data requires an in-depth evaluation of multiple factors. Leads and/or provides expertise to functional project teams and may participate in cross-functional initiatives. Acts as an expert providing direction and guidance to process improvements and establishing policies. Frequently represents the organization to external customers/clients. Exercises significant independent judgment within broadly defined policies and practices to determine best method for accomplishing work and achieving objectives. May provide mentoring and guidance to lower-level employees.

Responsibilities:

• Lead the design and implementation of the conversion insights and experimentation platform

• Build and evolve tools that enable us to evaluate and interpret experimental data at scale including optimization across web and mobile surfaces

• Partner with product managers and data scientists to define the technical roadmap and vision of experimentation 

• Advise leadership team on key technical considerations related to the future of our technology stack and product roadmap

• Debug production issues across multiple channels

• Based on appropriate analysis, provide value-added business performance analytics and optimization recommendations that enable continuous improvement across the organization to drive incremental productivity.

• Research and evaluate opportunity to apply common methods and frameworks across analytic projects to allow for reuse of modelling and more efficient solutions to marketing needs.

• Recommend go-to-market actions based on analytical findings to senior leaders.

• Work with business teams to develop comprehensive understanding of investment opportunities/trade-offs and translate that understanding into detailed requirements.

• Manage internal and external resources to ensure that campaigns are executed accurately, effectively and within budget.

Education and Experience Required:

• 3+ years' experience in experimentation design, A/B testing, propensity score analysis, linear regression modelling and/or probabilistic modelling at scale

• Experience with tools such as Optimizely, Dynamic Yield, Adobe Target and such for experimentation

• BA or BS in Data Science or related field; Masters preferred.

• 7+ years marketing and project management or operational experience.

• Experience in Marketing database such as MRM or CRM applications; statistics background a plus.

• Advanced statistics background for analytical positions preferred (advanced degree with research and statistical focus background).

Knowledge and Skills:

• Proven ability to make trade-offs in the face of uncertainty

• Advanced experience and quantifiable results with Optimizely, Test & Target, Dynamic Yield,GA360 testing tools.

• Expert knowledge of marketing principles, practices, tactics and tools.

• In-depth knowledge of marketing activities and practices and procedures.

• In-depth knowledge of and/or experience in business and marketing strategies.

• Excellent written/oral communications and analytical skills.

• Excellent interpersonal and project management skills; ability to build and manage virtual teams.

• Excellent negotiating and change management skills.

• Ability to interface effectively with management team and functional disciplines.

• Excellent influencing and consensus-building skills.

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Equal Opportunity Employer (EEO):

HP, Inc. provides equal employment opportunity to all employees and prospective employees, without regard to race, color, religion, sex, national origin, ancestry, citizenship, sexual orientation, age, disability, or status as a protected veteran, marital status, familial status, physical or mental disability, medical condition, pregnancy, genetic predisposition or carrier status, uniformed service status, political affiliation or any other characteristic protected by applicable national, federal, state, and local law(s).