Digital App Analyst

Digital App Analyst

Job Description Summary
Working within Chief Digital Office alongside Digital Analytics, this role will provide data, reporting,
automated tools and analysis which illustrate a full picture of the AA’s mobile app.
The mobile app is central to our Chief Digital Office strategy to drive more engagement from AA members, deepen their relationships with us, and increase self-service across our base.
The role interacts with several senior stakeholders in digital, product, marketing, acquisition and data.
You will help to provide greater insight and analysis into the performance of the mobile app and the journeys within (including: Member offers, upgrades, video content, Vehicle reminders, Help and Account), whilst exploring ways to optimise and deepen the current reporting infrastructure.
This role is based in London (where the majority of the AA’s digital team and commercial activities sit), with very occasional travel to other AA Offices (such as Basingstoke).

Responsibilities
• Deliver analysis of key digital journeys to optimise performance
• Take a proactive approach to identifying additional opportunities for growth or efficiency
• Build upon existing dashboards and create new self-serve functionality where necessary to promote data democratisation
• Provide accurate data, reporting and dashboards to key stakeholders using the tech stack available to The AA
• Convert complex data findings into understandable presentations, using concise language, tables, graphs and/or data visualisations
• Support analytics, digital and development teams to ensure we have the best possible data capture, tagging and reporting
• Deliver and support the necessary BAU reporting requirements across Digital – not simply delivering data, but also providing insights & suggestions for improvement and optimisation
• Feel confident and empowered to lead change to existing systems, processes, reporting and \ analysis
• Be committed to staying up-to-date with industry developments, best practices, consumer experience research and new technologies
• Proposing and delivering opportunities for improvement, working with internal and external stakeholders

The Individual
Capability, Knowledge and Experience:
• Experience delivering insight, analysis and identifying opportunities on digital products
• Direct experience of developing both ad-hoc and automated reporting structures, with demonstrable success of using this to inform business decisions (i.e. actionable insights & recommendations that help lead to increased traffic and transactions)
• Background in digital with hands-on attitude and ability to deliver
• Strong understanding of digital data structures, reporting and analytical techniques
• Knowledge of digital products across both web & app (best practice design and technical understanding an advantage)
• Awareness of the digital marketing mix and the different characteristics of online channels
• Experience of contributing to CRO initiatives

• Able to recognise trends and apply user behavioural insights to create hypotheses and produce data driven analysis with high business impact
• Demonstrated expertise in SQL, with a strong focus on advanced query techniques, optimisation, and performance tuning, specifically within Google BigQuery environments, including proficiency in writing complex joins, subqueries, window functions, and handling large datasets efficiently
• Extensive experience with Power BI, including advanced skills in designing and developing large-
scale automated reporting structures, creating complex DAX calculations, and utilising Power Query for data transformation
• An understanding of R or Python is also desirable
• Awareness of tag management process and tracking using tools such as Tealium or GTM would be an advantage
• Day-to-day experience of using Google Analytics
• Ability to use planning and prioritisation tools such as Jira and Confluence

Education and Qualifications:
• University education to a high standard preferred, but not required
• Professional qualifications / certification an advantage, but not required

Personal Characteristics:
• Self-starter that works well in teams
• Approachable for internal & external customers, and able to work across a variety of stakeholders
• Ability to talk to non-digital colleagues about data & analytics in a language they’ll understand
• Ability to build strong relationships across a variety of teams
• Ability to communicate in a clear and effective manner, both in written & verbal form
• Ability to work to deadlines across a number of concurrent initiatives