Digital Performance Analyst at MiWay Insurance Limited

What will you do?

• The Digital Performance Analyst is responsible for monitoring, analysing, and optimising the performance of all digital channels (website, mobile app, and digital campaigns) to drive customer acquisition, conversion, engagement, and retention.
• This role plays a critical part in translating data into actionable insights that improve customer journeys, reduce friction, and increase ROI across our digital platforms. 

What will make you successful in this role?

Minimum Qualifications Required

• Degree in Analytical studies (Data, Stats, Maths, Computer Sci, etc.)  
• Business/Marketing with a strong analytics focus

Minimum Experience  Required

• 3–5 years in:  
• Digital analytics  
• Performance marketing analytics  

Required Skills and Experience

Technical Skills 

• Strong experience with:  
• Google Analytics 4 / Firebase  
• Data visualisation tools would be beneficial   

Experience with:  

• Tag management systems (GTM)  
• A/B testing tools (Optimizely, VWO, Adobe Target, CrazyEgg etc)  
• Heatmapping tools (Hotjar, Contentsquare, CrazyEgg)  
• Analytical Skills  
• Strong quantitative and problem-solving ability  
• Ability to interpret large datasets and identify trends  
• Experience in funnel analysis and cohort analysis  
• Business & Industry Knowledge  
• Understanding of:  
• Digital marketing channels  
• Insurance products (motor, home, life – advantageous)  
• Customer lifecycle in financial services  

Key Responsibilities

Digital Performance Monitoring & Reporting  

• Track and report on key digital KPIs:  
• Traffic (sessions, users)  
• Conversion rates (quote starts, quote completion, callbacks)  
• Customer engagement (bounce rate, session duration etc.)  
• Provide daily, weekly and monthly performance reports to stakeholders   
  (marketing, sales, EXCO)  

Customer Journey & Funnel Analysis  

• Analyse end-to-end digital journeys:  
• Awareness - Consideration - Quote - Purchase  
• Identify drop-off points and friction areas in the quote flows and self-service experiences  
• Partner with UX/UI, operational teams to recommend improvements and measure the impact of the enhancements.

Conversion Rate Optimisation (CRO)  

• Design and execute A/B and multivariate tests to improve conversion  
• Landing pages  
• CTAs  
• Messaging  
• Form design  
• Develop hypotheses based on:  
• Behavioural data (GA, CrazyEgg)  
• Heatmaps and session recordings (e.g., CrazyEgg)  
• Measure and report on experiment outcomes and business impact 

Campaign & Channel Performance Analysis  

• Evaluate performance of  :
• Email, SMS, WhatsApp campaigns  
• Organic traffic (SEO)  
• Work with marketing teams to :
• Optimise targeting and segmentation  
• Improve campaign ROI  
• Refine attribution models 

Data Integration & Attribution  

• Support development of multi-touch attribution models  
• Integrate data from:  
• Google Analytics / Firebase  
• CRM systems  
• Policy administration systems  
• Ensure a single view of customer performance across channels 

Insights & Strategic Recommendations  

• Translate complex data into clear, actionable insights  
• Provide recommendations on  
• Product positioning  
• Personalisation opportunities  
• Present findings to senior stakeholders in a business-friendly manner  

Proactive Performance Optimisation  

• Identify behavioural signals to trigger:  
• Conversion nudges  
• Personalised offers  
• Exit interventions  
• Support implementation of predictive and AI-driven personalisation   
  strategies   

Data Governance & Accuracy  

• Ensure accuracy and consistency of tracking:  
• Tagging (via Google Tag Manager or similar)  
• Event tracking across web and app  
• Work with developers to resolve tracking issues  
• Maintain data integrity and compliance (POPIA) 

Knowledge and Skills

• Recommendations to various stakeholders
• Responsible for leading, partnering, transforming and delivering digital workplace services.
• Drives the effective management of the team financials (where applicable) to ensure efficient employee experience costs against operational budgets as well as value for money services.
• Provides operations management and manages service availability of the various technologies that enable the digital workspace.
• Project Management