Specialist, Web Analysis

Location: Montreal

Description

:
Did you know that VIA Rail is carrying out ambitious projects to modernize its services and infrastructure? From our new ultramodern train fleet to ongoing improvement of our infrastructure and reservation system, we’re building the future of transportation in Canada. Working for VIA Rail is being a part of a collective effort in sustainable mobility.

As the Web Analyst Specialist, you will report to the Digital Marketing Director and play a crucial role in optimizing our online presence. As a Website Analyst, you will analyze and interpret web data to help drive informed business decisions. You will use your expertise in Google Analytics 4 to report on business-defined key performance indicators (KPIs), provide actionable insights, and effectively communicate these findings to various stakeholders within the company.

Your analytical mindset and attention to detail will be crucial in supporting our growth and enhancing our website's performance. You will support the web team with small-scale digital projects and content modification on the website using Drupal ( CMS).

Responsibilities:
Data Analysis & Reporting:

• Monitor and analyze website traffic using tools like Google Analytics, Power BI Analytics, and other relevant platforms;

• Develop custom reports and dashboards to track KPIs on website performance, user behaviour, integrated CRM data, and critical metrics;

• Identify trends, patterns, and anomalies in website data.

Optimization & Insights:

• Collaborate with marketing, Agency and CRM teams to optimize website performance and user experience;

• Provide actionable recommendations based on data analysis to improve conversion rates, user engagement, and overall website effectiveness;

• Conduct A/B testing and other experiments to validate hypotheses and inform optimization strategies.

Communication &

Collaboration:

• Present findings and insights clearly and compellingly to stakeholders, including leadership;

• Translate complex data into understandable and actionable business insights;

• Collaborate with cross-functional teams to align on goals, strategies, and implementation of data-driven initiatives;

• Support small-scale web projects.

Technical Implementation:

• Ensure accurate and comprehensive tracking of website activities through proper implementation and maintenance of GA4;

• Work with the development team and Agency to troubleshoot and resolve tracking issues;

• Stay current with the latest developments and features in GA4 and other web analytics tools;

• Support the web team on content modification using the Drupal CMS tool. Requirements :
• Bachelor’s degree in marketing, Business, Statistics, or a related field. 5 + years of experience considered;

• Minimum of 3-5 years of experience in web analytics, specifically with Google Analytics;

• Google Analytics 4 (GA4) Certification plus;

• Excellent oral and written communication skills in both English and French.

Competencies:

• Demonstrable experience leading and managing digital marketing tools and techniques;

• Strong analytical skills with the ability to interpret data, identify trends, and provide actionable insights;

• Experience with data visualization tools like Google Data Studio, Tableau, etc;

• Strong expertise in Google Analytics; we are looking for candidates who demonstrate a deep understanding of data interpretation, strategic analysis, and the ability to translate insights into actionable recommendations. Certification in GA4 is a plus;

• Knowledge of digital content management tools (CMS), primarily Drupal, is a plus;

• Excellent communication skills, both written and verbal, with the ability to present data-driven insights to non-technical stakeholders;

• Excellent analytical and problem-solving skills with a data-driven approach.

At VIA Rail, we are proud to be an employment-equity employer and we strive to form teams that reflect the diversity of Canadian society. We aim to remove barriers to employment accessibility and aspire to provide an inclusive and equitable work environment where everyone is valued, regardless of their identity or differences, to enable them to reach their full potential.

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