Marketing Analyst

JOB DESCRIPTION Utilizes analytic techniques to support marketing, measurement, and reporting efforts. Evaluates existing and potential products/service markets. Identifies and monitors competitors and researches market conditions or changes in the industry that may affect sales. Develops and maintains complex financial modeling tools and programs. Assesses the performance of new and existing marketing programs. Responsible for developing tests and testing parameters. Evaluates methodologies, makes recommendations; designs, develops, and implements new processes. Develops and maintains reports detailing influence of marketing activities on various operating groups. Strong analytical skills and proficiency with MS Office required. Requires communication and presentation skills commensurate with presenting, defining and supporting analysis and decision to management. A certain degree of creativity and latitude is required.

Overview:

This position supports digital, web, and marketing analytics for Xcel Energy's Communications/Marketing organization. Focus is on interpreting digital metrics, understanding customer behavior, and delivering reporting that supports marketing strategy and performance insights.

Core Responsibilities:

Analyze marketing, digital, and web campaign performance metrics.

Utilize Google Analytics and other analytics platforms to assess web traffic, impressions, clicks, customer behavior, and digital experience performance.

Interpret metrics such as CPM, click-through rate, video views, partial video views, and additional marketing KPIs.

Build ongoing reporting cadences (weekly/monthly dashboards, trend summaries).

Work with internal vendors and reporting tools (e.g., Medallia, Carmichael Lynch outputs).

Present findings to internal partners to enhance customer experience understanding.

Support integration of marketing data sources.

Required Skills & Tools:

Google Analytics Required.

Proficiency in Microsoft Office Suite (Excel, PowerPoint, Word).

Basic understanding of statistics.

Knowledge of digital/web analytics and marketing metrics.

Preferred (not required): digital marketing certifications, analytics certifications.

Education Requirements:

Bachelor's degree required (Marketing, Business, Statistics, Computer Science or similar).

Experience Level:

Hiring leader prefers ~3 years of related experience.

Additional Insights from Hiring Leader:

Industry experience is flexible; retail, consumer, or technology sectors are acceptable.

Utilities experience NOT required.

Candidate should demonstrate real-world experience using Google Analytics and digital metric interpretation.