Job Details

Digital Marketing Analyst

Business Group : Internet Banking, Digital Channels

Purpose of the Job : The person will play a critical role to drive visibility and insight through reporting and analytics for ICICI Bank marketing initiatives and website properties. The person must be highly analytical, deeply detail-oriented, strive for consistent data accuracy across multiple systems, and effectively work cross-functionally to drive business results. 

Key Responsibilities:

  • Data Exploration, Visualization, and Dashboarding. Identify trends and drivers, perform exploratory data analysis and present views that will provide visibility into business performance.
  • Data Analysis and Modeling. Identify opportunities to optimize site performance, improve the customer experience, acquire valuable customers, and drive repeat shopping behavior.
  • Drive insights. Solve challenging business problems, learn new tools and techniques, work through the data, and find the meaningful insights that will help improve our business.
  • Testing and Measurement. Design and execute sophisticated A/B and multivariate tests to optimize the customer experience and maximize sales; analyze results to provide insights and recommendations to the business.

Key Deliverables:

  • Manage Google Analytics implementation including goals, page groups, behavior flows, attribution models.
  • Empower marketing channel owners (email, paid search, organic search, social, affiliate, display, retargeting) with actionable insights to drive the ICICI Bank business, including targeting strategies, website features, site improvements, and UX design.
  • Analyze and forecast key site metrics such as website traffic, conversion rate, average order value. Break these metrics into defined funnel steps to develop focused KPIs.
  • Own site data acquisition through Google Tag Manager, and set processes for campaign tracking. Work with developers to implement new tracking and ensure current tagging is consistent and accurate.
  • Build out advanced reporting and segmentation using BigQuery, including real-time dashboards, user-level reporting, and blending with non-GA data sources.
  • Identify and help structure test opportunities, and collaborate with Ecom Testing and Personalization Analyst to design and implement tests

Key skills:

  • 6+ years of experience in e-commerce, website, marketing or digital analytics role
  • Strong in Data Mining, Data analytics - Specifically Web analytics, Should have strong mathematical Skills working in Predictive/Analytical Models
  • Advanced Excel knowledge, including nested formulas, lookups, pivot tables, flexible models, and macros
  • Proficient in SQL and comfortable with querying and sanitizing data from relational databases, including Google Big Query
  • Excellent communication, collaboration and presentation ability
  • Strong sense of prioritization and focus on key business drivers
  • Experience with JavaScript, HTML, CSS, R, Python is a plus


Passion: Constantly raises the bar for self & team, has a strong execution bias, takes initiatives even in the face of significant difficulties
Customer First: Leverages every customer interaction as an opportunity to make an impact, consistently seeks to understand customer needs, is accessible and responsive
Compliance with Conscience: Own norms are aligned with Organizational code of conduct & regulatory norms, consistently sets example by own conduct, always checks on grey areas with relevant authority

Core Competency:

Prior experience in Google Analytics is a must.



Min Exp (yrs):


Max Exp (yrs):


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