Opportunity:
The Senior Analyst, Web & Marketing Analytics is a hands-on technical specialist responsible for the integrity of DeVry University’s website measurement ecosystem and for translating web, organic search, AI discovery, and digital experience data into actionable intelligence. This role combines advanced GA4 and GTM instrumentation, website data quality and governance, SEO/AIO/GEO analytics, and AI-enabled investigation to proactively identify friction, recommend improvements, and measure results across the prospective student digital journey. The analyst partners with Experience, Website Marketing, Analytics, and Technology teams to ensure measurement capabilities are reliable, adopted, and used to improve website performance and prospective student conversion.
Key Responsibilities:
Digital measurement architecture and governance:
Serve as a technical subject matter expert for GA4 and website measurement; define measurement requirements, event specifications, and validation standards across DeVry digital properties while partnering with Web Development and IT on GTM administration and technical deployment.
Own website measurement requirements, event taxonomies, data-layer specifications, form and application tracking definitions, conversion standards, and measurement documentation; define and validate tracking needs before new web experiences launch.
Proactively audit tracking accuracy and traffic quality, investigate duplicate or missing events, broken forms, bot traffic, unexpected referral patterns, and other discrepancies that could distort website reporting or optimization decisions.
Partner with Web Development, IT, and vendors on server-side GTM, Google Tag Gateway, consent-aware tagging, privacy controls, automated tag auditing, and browser measurement changes.
SEO, AIO and GEO performance intelligence:
Analyze organic search visibility, search intent, keyword and landing-page performance, technical SEO indicators, and competitive positioning using Google Search Console and platforms such as seoClarity, Semrush, or Ahrefs.
Monitor AI-powered discovery using platforms such as AthenaHQ, Profound, seoClarity, or comparable tools; assess brand mentions, citations, answer presence, prompt-level visibility, and competitive share of voice.
Build repeatable reporting that connects traditional and AI-powered search visibility with identifiable website referrals, landing-page engagement, inquiry conversion, and prospective student journey outcomes, recognizing attribution limitations.
Partner with SEO, content, and web product teams to evaluate optimization initiatives, including structured data and technical improvements; communicate limitations of sampled AI visibility and zero-click attribution.
Website performance, journey and conversion analytics:
Analyze website acquisition, navigation, content engagement, form behavior, landing-page effectiveness, and conversion paths to identify friction and prioritize improvements in the prospective student digital experience.
Develop and maintain automated website performance dashboards, reusable semantic models, and analytical views in Power BI, Looker, or Looker Studio; use SQL and governed data environments such as BigQuery and Azure to query, join, validate, and segment website and digital journey data.
Independently investigate changes in website and search performance; quantify root causes and opportunities, recommend prioritized actions, and partner with web owners to evaluate whether implemented changes improved conversion or experience.
Partner with Analytics and Technology teams to leverage governed, reusable website data sources and reduce reliance on manual reporting processes.
Partner with Web Experience, UX, Content, CRM/Email, Paid Media, and other channel teams to evaluate how acquisition source, messaging, navigation, content, and experience changes influence on-site behavior, conversion, and progression through the prospective student journey.
Combine…