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Recently appointed digital marketing analyst w/o prior knowledge – first steps?
Hi!
For 3 and a half years I’ve been working at a small apparel company (<30 employees) with international presence.
My experience here has been extensive to say the least, from data steward, supply chain coordinator, product offer and demand planning, analytics and BI lead and 3 months ago digital marketing analyst.
Although I’ve asked for role that allows me to have a direct impact on the company’s performance, I don’t necessarily feel this was a promotion, and admittedly I do struggle to find my footing.
Among my core skills are, advanced spreadsheet, great communicator, capacity to digest complex data, extract insights and transmit it in succinct stories. Although I’m no programmer, I had exposure to databases, APIs, networking rules, and cloud solutions.
The company is interested in measuring and improving their new customer acquisition cost, repurchase rate, and reduce churn. They plan to achieve this by understanding customer behaviour, ad performance and improve their segmentation via our recently acquired (and clunky) CDP.
Our tech stack involves: shopify, klaviyo (EDM), google analytics, and Facebook ad manager.
My first task was to refresh the current dashboard with more in-deph information (i.e. e comm channels performance) but there is a significant variance when updating the shopify data with Google Analytics. Same happens with Meta revenue figures. How do people navigate this?
I refuse to believe that I was set up for failure, and I will do my best to prove everyone (and myself) that I can make a significant change, however I would welcome the opinion of people with more experience in the field.
If you had to start from scratch at a company that has no analytics on performance marketing – we rely on an agency for managing social ads and audiences, but create content inhouse – what would be the 5 things you would focus on? Any specific tools, resources you’d recommend?
Thanks in advance for any assistance you can provide.
TLDR: Recently appointed digital marketing analyst, but I have a STEM degree and IT background, hence I feel a bit lost, in your opinion what should I be focusing in on?
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