Stellenbeschreibung:

Overview

For one of our clients in the pharma industry, we're looking for a Digital Adobe Analytics Consultant.

The project involves reviews and analysis of existing webpages and other digital content, hosted and owned by the client, to generate insights regarding performance versus internal set KPIs (key performance indicators). These KPIs are specifically defined for each individual digital content asset / webpage by the client’s Therapeutic Areas (TAs).

The goal is to conduct digital data analysis to generate findings and recommendations, enabling digital asset owners to improve content on the client’s webpages (or other digital assets) and attract more healthcare professionals to read, watch, or download the available assets.

The defined business question, derived from the information need of an individual webpage owner, will determine which internal data is needed to perform a review and conduct the necessary analysis.

Project Tasks

• Provision of the above-mentioned services for dedicated global webpages owned by Global TA Inflammation and by TA CMR, and delivery of insights accordingly.
• Independent development and phrasing of relevant business questions through consultation on the needs and findings provided. These questions will be answerable with data available internally and / or data generated and delivered by internal functions.
• Gathering of the above-mentioned business questions and presenting them to the Customer and Digital Insights (CDI) team leader, who will review and approve them. The questions will be presented in a 1 : 1 virtual meeting and documented in PPT format.
• Defining required internal data needs to answer the business questions. The contractor will receive details of available data in advance and, using expertise, may also identify potentially useful external data (e.g., Google search terms analysis).
• Collection of internal available data / information and initiation of reporting production for any missing data. The contractor will use Adobe Analytics to build the necessary reports and / or write requirements, which will be requested via the CDI team leader from the GTM Services Delivery Unit.
• Analysis of customer usage (e.g., visits to webpages, PDF downloads, time spent on webpages) of digital assets in the defined fields. The contractor will upload these analyses / reports into the respective business team SharePoints.
• Conducting analyses based on the internal standard measurement framework for web analytics (provided in advance by the Global Process Owner of Digital Analytics). Reports will be built according to these standards.
• Development of reporting for digital marketing activities according to business questions. This includes creating overviews showing metrics and measures about the extent to which customers visit websites and engage with content. All required data is available on Adobe Analytics and will be selected and reported for defined webpages and content of globally owned assets from TA Inflammation and TA CMR. Once the defined business question is answered, the information / analysis will be delivered to the digital marketing managers.
• Consultation of internal stakeholders on interpretation of results: why assets are performing well, and how usage could be improved, based on the analysis and the contractor’s experience.
• Provision of access and consultancy to internal stakeholders in TAs on usage of the Adobe Analytics dashboard to help identify relevant website content and inform future content strategy. Recommendations will be provided on why some assets perform better than others in attracting customer visits.
• Consultation of internal stakeholders in TAs on whether and when to implement additional Qualtrics surveys, and coordination with IT to initiate the process based on implemented standard practices.
• Consultation and recommendations to internal stakeholders on methods to improve webpage performance through A / B testing.
• Support of A / B testing between TA stakeholders and the delivery unit by translating business questions into technical information and applying the standard process.

Summary Profile

The ideal candidate is an experienced Digital Analytics Consultant with a strong background in the pharmaceutical or healthcare industry. They are an expert in using Adobe Analytics to move beyond simple reporting to generate actionable insights. They possess the technical skills to manage data and reporting processes and the consultative skills to guide business stakeholders in improving digital asset performance through data-driven recommendations, A / B testing, and user feedback analysis.

Hard Skills & Requirements

• 1. Digital Analytics Platforms & Tools (Critical)
  • Adobe Analytics (Expert Level): Custom report and dashboard building, data analysis and segmentation, and metric and KPI implementation.
  • Customer Feedback & Survey Platforms (High Priority): Qualtrics experience is highly desirable.
  • Experimentation & Optimization Tools (High Priority): A / B and multivariate testing experience.
  • Collaboration & Documentation Tools (High Priority): Proficiency in Microsoft SharePoint & MS Teams.
  • External Data Analysis Tools (Important): Experience with SEO / SEM keyword analysis tools.
• 2. Data Analysis, Reporting, & Strategy (Critical)
  • Quantitative Analysis: Strong analytical skills to interpret complex datasets.
  • Data Storytelling & Visualization: Ability to translate raw data into a clear, concise, and compelling narrative using Microsoft PowerPoint.
  • Technical Specification Writing: Ability to write clear, detailed requirements for reporting and data production.
  • Data Strategy & Sourcing: The ability to define the specific data points required to answer a business question.
• 3. Domain-Specific Knowledge (High Priority)
  • Pharmaceutical Digital Marketing: A strong understanding of the digital marketing landscape within the pharmaceutical industry.
  • HCP Engagement Metrics: Knowledge of how to measure and interpret engagement from Health Care Professionals (HCPs).
  • Therapeutic Area Familiarity: Familiarity with Inflammation, Immunology, and Cardio-Metabolism / Respiratory is a significant advantage.

Soft Skills

• Consultative Mindset
• Stakeholder Management
• Business Acumen
• Independent & Proactive Work Ethic
• Communication & Presentation Skills

Engagement Details

• Start:
• Duration: until
• Capacity: 23–24 hours per week
• Location: Remote
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