We are the AA. And we keep everyone’s show on the road. There for our customers wherever and whenever they need us, we’re always ready for anything. That’s why, for over 100 years, we’ve continued to evolve and adapt. Today, as the nation’s number one motoring organization, we offer a range of excellent products and services to millions of customers.
Location: Basingstoke Office
This is the job
The prime purpose of this role is to produce and analyse data on our Insurance digital journeys identifying opportunities for improvement in customer experience and to actively identify live website issues causing customer detriment. This role will work to ensure accurate transfer of data between the AA and Price Comparison website partners to ensure optimal conversion performance and minimise risk to the company.
This role is within the Insurance Marketing team and will work closely with our Conversion Rate Optimisation Specialist and our Digital Marketing Specialist and will also work with our price comparison website partners.
What will I be doing?
Contribute to achievement of sales targets and improvements in customer experience by monitoring our web metrics to identify customer pain points and live issues which are causing customer drop off.
Produce weekly management information reports on website performance and provide insight on improvement areas to increase sales conversion/take up of add-on products.
Feed in analysis to the digital scrum team that helps prioritise workload from a business/customer benefit perspective.
Use reporting/analysis software to drive efficiencies in MI production and better insight of customer behaviour including Google Analytics, Decibel Insights, Feefo, Excel and web chat.
Gather and interpret data from 3rd party sources including Price Comparison Website data portals and Digital and Affiliate agencies.
Work with Price Comparison Website partners to ensure accurate transfer of data between companies for generation of insurance quotations. Use an analytical approach to actively identify inconsistencies between data sets.
Work alongside the Aggregator Partnerships Specialist to manage change process between AA and Price Comparison websites to ensure data accuracy and that all changes are accurately recorded and signed off before implementation to the live environment.
Contribute to, document and administer the Data Mappings change board process, liaising with Price Comparison Website partners and internal teams including Product, Marketing, Insurers, Pricing and Test teams.
Liaise with internal web development teams, Insurance management team and Data Mapping board to deliver change projects to agreed timescales using project management techniques and in-house tracking systems (JIRA).
Communicate effectively with internal web chat and call centres teams to ensure advisors are briefed on changes in our digital channels.
Provide data to 3rd party benchmark studies and interpret results to drive improvements online customer experience including Ebenchmarkers.
Contribute to set up of studies in understanding customer responses to existing and proposed online journeys, including usability testing, onsite feedback and competitor benchmarking.
What do I need?
A professional with some experience in using web metrics and website analysis tools such as Google Analytics or Site Catalyst to drive better customer experience and will typically have had one or two junior positions online marketing or analytics since graduation.
Ability to work on a number of different projects/campaigns at the same time with support. Demonstrates ability to deliver on time and within project requirements
Has experience of delivering Management Information and analysis to influence and assist key business decisions. Presentation of analysis in a clear and consistent style to management team.
Some knowledge of analysis tools to understand web performance.
May be currently studying for a professional qualification.
Analyses market data. Numeracy and analytical skills are important.
Accurate, planned and pays attention to detail.
Displays an ability to take on new challenges, enthusiastic and helpful team member.
Delivers on promises and on time.
Motivated and keen to carve a career in Marketing/Web metrics.