Key Responsibilities and Required Skills for E-commerce Analyst

🎯 Role Definition

As our E-commerce Analyst, you are the analytical heart of our digital commerce team. Your primary mission is to dive deep into a wide array of data sources—from web analytics and sales figures to customer feedback and market trends—to uncover opportunities for growth and improvement. You will be responsible for monitoring the health of our online business, diagnosing performance issues, and providing data-backed recommendations that shape our marketing strategies, website user experience, merchandising, and overall e-commerce roadmap. This role acts as a critical bridge between the technical data and the strategic business units, translating complex findings into clear, compelling narratives that drive action and measurable results.

📈 Career Progression

Typical Career Path

Entry Point From:

Junior Data Analyst / Marketing Analyst
E-commerce Coordinator / Specialist
Digital Marketing Coordinator

Advancement To:

Senior E-commerce Analyst
E-commerce Manager or Strategist
Business Intelligence (BI) Manager
Product Manager, E-commerce

Lateral Moves:

Conversion Rate Optimization (CRO) Specialist
Digital Marketing Manager
Web Analytics Manager

Core Responsibilities

Primary Functions

Analyze website traffic, user behavior, and conversion funnels using tools like Google Analytics to identify key trends, drop-off points, and opportunities for optimization.
Develop, maintain, and automate comprehensive dashboards and reports to track key performance indicators (KPIs) such as conversion rate, average order value (AOV), customer lifetime value (CLV), and cart abandonment rate.
Conduct deep-dive analysis into marketing campaign performance (PPC, SEO, Email, Social Media) to measure ROI and provide recommendations for budget allocation and strategy refinement.
Design, execute, and analyze A/B and multivariate tests on website elements, landing pages, promotional offers, and checkout flows to continuously improve user experience and drive conversion lift.
Monitor and report on e-commerce sales performance, product category trends, and inventory levels to inform merchandising, pricing, and promotional strategies.
Perform customer segmentation analysis to understand different user cohorts, their purchasing patterns, and their value to the business, informing personalization and targeted marketing efforts.
Translate complex data findings and statistical models into clear, concise, and actionable insights for stakeholders across marketing, sales, product, and executive teams.
Create and present regular business reviews that provide a holistic view of the e-commerce channel's performance, highlighting successes, challenges, and strategic recommendations.
Analyze the end-to-end customer journey across all digital touchpoints to identify friction points and opportunities for creating a more seamless and engaging experience.
Conduct cohort analysis to track customer retention, repeat purchase rate, and long-term value over time.
Perform competitive analysis and market research to benchmark performance and identify emerging trends, threats, and opportunities in the e-commerce landscape.
Utilize SQL to query large relational databases, joining data from multiple sources (e.g., web analytics, CRM, ERP) to build a unified view of the customer and business.
Partner with the marketing team to forecast sales, traffic, and demand based on historical data, seasonality, and planned promotional activities.
Evaluate the effectiveness of on-site search, providing recommendations for improving search result relevancy, filtering, and overall user findability.
Develop attribution models to better understand how different marketing channels contribute to conversions and inform media mix optimization.
Monitor site speed and technical performance metrics, collaborating with the development team to diagnose and resolve issues that impact user experience and SEO.
Provide analytical support for new feature launches or website redesigns, establishing baseline metrics and measuring post-launch impact.
Analyze customer reviews and feedback data to identify recurring product issues or service gaps that can be addressed to improve customer satisfaction.
Create detailed reports on promotional and discount code performance to determine their impact on sales, margin, and customer acquisition.
Champion a data-driven culture by empowering business users with self-service analytics tools and training them on how to interpret data effectively.
Investigate and identify root causes for anomalies in data or unexpected changes in key metrics, providing timely and accurate explanations to the business.

Secondary Functions

Support ad-hoc data requests and exploratory data analysis from various business stakeholders.
Contribute to the organization's data governance, quality, and documentation standards.
Collaborate with business units to translate data needs into technical requirements for the data engineering team.
Participate in sprint planning, retrospectives, and other agile ceremonies within the analytics team.
Stay current with industry trends, new analytics tools, and best practices in e-commerce and digital analytics.
Assist in the development and implementation of data tracking and tagging strategies using tools like Google Tag Manager.

Required Skills & Competencies

Hard Skills (Technical)

Web Analytics Platforms: Expert-level proficiency in Google Analytics (GA4) and/or Adobe Analytics, including custom report building, segmentation, and goal configuration.
SQL: Strong ability to write complex and efficient SQL queries to extract, manipulate, and join data from various databases (e.g., BigQuery, Snowflake, Redshift).
Data Visualization: Proven experience creating insightful and user-friendly dashboards and reports with tools like Tableau, Power BI, Looker, or Google Data Studio.
Advanced Excel/Google Sheets: Mastery of advanced functions, including pivot tables, VLOOKUP/INDEX-MATCH, complex formulas, and data modeling.
A/B Testing & CRO: Solid understanding of experimentation principles and experience with A/B testing platforms (e.g., Google Optimize, Optimizely, VWO).
Tag Management Systems: Hands-on experience with Google Tag Manager (GTM) or similar tools for implementing tracking pixels and event tags.
E-commerce Platforms: Familiarity with the data structures and reporting capabilities of major e-commerce platforms like Shopify, Magento, or BigCommerce.
Statistical Analysis: Foundational knowledge of statistical concepts (e.g., significance, correlation vs. causation) for sound analytical interpretation.
Programming (Preferred): Basic to intermediate proficiency in Python or R for data cleaning, analysis, and automation is highly desirable.
Attribution Modeling: Understanding of various marketing attribution models (e.g., first-touch, last-touch, linear, time-decay) and their business implications.

Soft Skills

Data Storytelling: Ability to translate complex data into a clear, concise, and compelling narrative for non-technical audiences.
Commercial Acumen: A strong understanding of business operations and the ability to connect data insights to real-world business impact and profitability.
Critical Thinking & Problem-Solving: Proactive and curious mindset with a talent for identifying problems, asking the right questions, and finding data-driven solutions.
Exceptional Attention to Detail: Meticulous in ensuring data accuracy, report integrity, and precision in analysis.
Collaboration & Communication: Excellent interpersonal and communication skills, with the ability to work effectively with cross-functional teams and present findings to senior leadership.

Education & Experience

Educational Background

Minimum Education:

Bachelor's Degree in a relevant field.

Preferred Education:

Master's Degree in a quantitative or business-related field.

Relevant Fields of Study:

Business Administration, Marketing, Statistics, Economics
Data Science, Computer Science, Information Systems

Experience Requirements

Typical Experience Range:

3-5 years of professional experience in a data analysis, business intelligence, or digital analytics role, with a strong focus on e-commerce.

Preferred:

Prior experience working directly for a Direct-to-Consumer (D2C) brand or a large online retailer.
A proven portfolio of projects where your analysis led to measurable improvements in conversion rates, revenue, or customer experience.
Experience in a fast-paced, agile environment.