The Economist

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Web Analytics and Insight Manager

Web Analytics and Insight Manager

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The Economist Intelligence Unit (EIU) is the world leader in global business intelligence. It is the business–to–business arm of The Economist Group, which publishes The Economist newspaper. As the world's leading provider of country intelligence, the EIU helps executives make better business decisions by providing timely, reliable and impartial analysis on worldwide market trends and business strategies.

The Analytics and Insight Manager is responsible for capturing and measuring the EIU’s digital activities, and turning them into useful insights and actions which impact business outcomes. The successful candidate will ensure that there is strategic purpose when data is collected, processed, interpreted and acted on, leading to improved marketing effectiveness and customer experience.



In this role you will be expected to:

  • Transform digital data into insightful, clear and concise actionable recommendations
  • Advise, design and deploy measurement solutions for all forms of digital marketing activity
  • Use data to drive positive outcomes, especially conversion optimisation to enhance the effectiveness of campaigns
  • Provide insight in to behaviour of web visitors to improve EIU’s lead generation performance
  • Apply analytics expertise to identify opportunities and solve challenges for the EIU
  • Define analytics needs with editorial, sales, marketing and digital solutions colleagues to enable the EIU to achieve and exceed business objectives
  • Analyse existing subscriber usage to better understand client behaviour patterns
  • Identify opportunities to increase usage, create up-sell opportunities and product enhancements
  • Work with the technology team to gather data, ensuring standard implementation and configuration of analytics tools and solutions
  • Create regular reports to meet the requirements each EIU business area
  • Interpret data to provide meaningful insights to drive business improvements and value
  • Pro-actively communicate analysis findings, conclusions and recommendations
  • Undertake CRM pipeline and marketing automation analytics
  • Train marketing and other colleagues on how to use EIU’s analytics tools
  • Inspire colleagues to adopt measurement best practices and an analytics driven approach

Experience, skills and professional attributes


To succeed in the role you must have:

  • Atleast a bachelor's degree or equivalent
  • 5+ Years of experience.
  • Solid experience of delivering critical insight from web analytics
  • Track record of working in a B2B subscriptions and information business
  • Experience of working with an international client base and audience
  • Demonstrable experience interpreting usage data to guide business decision making
  • Passion about the value data and analytics can bring to all areas of business
  • Experience working with marketing colleagues on A/B and multivariate testing
  • Expertise in usage analysis of editorial content by subscription clients (e.g. QlikView)

You will be able to demonstrate:

  • Ability to define user segments and identify particular client behaviours and characteristics
  • Extensive knowledge of web analytics tools (e.g. Adobe Analytics/Omniture, Google Analytics)
  • Meticulousness in the delivery of accurate and quality reporting
  • Confidence in a matrix environment with multiple stakeholders (e.g. marketing, sales, editorial)
  • Excellent spoken and written communication skills, including presenting
  • Ability to transform complex data into insightful, clear and concise actionable recommendations