Boston University seeks a data-driven and analytical Senior Marketing Analyst, Enrollment Marketing & Advertising to support its comprehensive graduate and professional enrollment marketing efforts. This role will focus on leveraging data to inform marketing strategies, measure campaign performance, and optimize enrollment marketing initiatives tied to overall enrollment goals.
The Marketing Analyst will play a critical role in utilizing and enhancing data analysis capabilities, particularly through Google Analytics 4 (GA4) as the primary attribution system for marketing measurement and analysis. While familiarity with Slate is a plus, the priority is finding a candidate with advanced expertise in GA4, a demonstrated ability to interpret data, and deliver actionable insights that support marketing strategy and decision-making, as well as the capability and willingness to learn Slate.
Key Responsibilities :
- GA4 Data Analysis & Reporting (20%) : Leverage advanced GA4 features, including event-based tracking, custom dimensions, audience segmentation, and path analysis, to evaluate user behavior and campaign performance.
- Attribution & Measurement (15%) : Setup & manage attribution models via GA4's Data Driven Attribution (DDA), enabling accurate assessment of marketing efforts across digital channels and campaigns.
- Strategic Insights (15%) : Analyze multi-channel data using GA4 to provide recommendations for optimizing marketing strategies, improving ROI, and driving enrollment.
- CRM Data Integration (15%) : Support the integration of Slate CRM data into analytics workflows, enhancing the overall understanding of prospective student behavior via GA4 measurement protocol.
- Data Hygiene & QA (15%) : Ensure the GA4 accounts have accurate and clearly defined data for integrated visualization purposes.
- Collaboration (10%) : Partner with marketing, enrollment, and technology teams to align GA4 data strategies with BU's institutional goals and priorities.
- Training & Optimization (10%) : Provide internal training and guidance on GA4 best practices, ensuring BU maximizes the platform's potential.
Minimum Qualifications :
Bachelor's degree in marketing, data analytics, or a related field.5-7 years of experience in marketing analytics, data analysis, or a related role.Recent digital advertising agency experience and familiarity with media required.Expert knowledge in data analysis and interpretation, with a proven ability to translate insights into actionable strategies that align with business objectives and drive measurable results.Advanced expertise in Google Analytics 4 (GA4), including :Event Configuration : Setting up, managing, and troubleshooting GA4 event-based tracking.Custom Reporting : Creating detailed reports that utilize custom metrics, dimensions, and filters.Attribution Modeling : Proficiency in GA4's attribution model (DDA) and methods for analyzing user journeys.Platform Optimization : Experience configuring GA4 to align with marketing goals and organizational KPIs.Measurement Protocol : Experience in the use of GA4's measurement protocol to integrate offline data with GA4.Proficiency in data visualization tools (e.g., Tableau, Power BI), ETL tools (e.g., Funnel.io, FiveTran), and advanced spreadsheet skills (e.g., Excel, Google Sheets).Experience with CRM platforms, preferably Slate, is a plus.Strong problem-solving and critical-thinking skills.Collaborative work style.Excellent communication skills, with the ability to present complex data in an accessible way.Specific Responsibilities :
Leverage Google Analytics 4 (GA4) to measure and analyze the performance of digital marketing campaigns, including website traffic, conversions, and multi-touch attribution.Implement and standardize GA4 tracking for events, goals, and custom dimensions to gather actionable insights.Use GA4 path exploration and engagement metrics to identify drop-off points in user journeys and recommend improvements to boost conversions.Collaborate with school / college teams to integrate Slate CRM data with GA4 insights for a holistic understanding of the prospective student pipeline.Help to maintain interactive campaign dashboards (e.g., Tableau, Data Studio) to visualize key performance metrics for stakeholders.Conduct ad-hoc analyses to answer questions around campaign effectiveness, audience behavior, and ROI across paid and organic channels.Partner with marketing teams to test and evaluate new campaign strategies, using data to inform decision-making.Assist in implementing UTM parameters and tagging strategies to ensure consistent tracking across BU's digital assets.Provide actionable recommendations based on trend analysis and report findings in clear, digestible formats for marketing and enrollment teams.Stay updated on GA4 enhancements, digital measurement trends, and best practices to continually refine BU's approach to data-driven marketing.Must be excited by ambiguity, flexible and collaborative, working defining path toward shared goals.
Position Highlights :
Innovative Role : Be a leader in using GA4 to drive insights that directly influence marketing strategies and enrollment outcomes.Collaborative Environment : Work with a dynamic team across marketing, enrollment, and technology functions to achieve shared goals.Professional Growth : Gain exposure to advanced analytics tools, enrollment marketing strategies, and higher education trends while deepening your GA4 expertise.Cover letter and resume required. We are an equal opportunity employer, and all qualified applicants will receive consideration for employment without regard to race, color, natural or protective hairstyle, religion, sex, age, national origin, physical or mental disability, sexual orientation, gender identity, genetic information, military service, pregnancy or pregnancy-related condition, or because of marital, parental, or veteran status. We are a VEVRAA Federal Contractor.
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