Sr Digital Advertising Data Analyst

Title: Sr Digital Advertising Data Analyst

Employment Type: Full-time

Job Description:

The Sr Digital Advertising Data Analyst is responsible for the data analysis, reconciliation, and reporting that supports DealerOn's OEM digital advertising programs, working analysis and data requests raised by the DigAd OEM team and the Partners and Platforms team. This role is also responsible for managing and optimizing DealerOn's advertising technology ecosystem, with a focus on Fluency platform administration, Google Analytics implementation, reporting governance, and performance measurement. This role serves as a subject matter expert for advertising operations, ensuring accurate platform configurations, scalable reporting solutions, data integrity, and actionable insights that support customer retention and growth.

Working closely with the Partners and Platforms team, this position helps establish operational standards, improve reporting capabilities, and drive continuous improvement across advertising programs.

Essential Job Functions

Advertising Technology & Platform Management

• Serve as the subject matter expert (SME) for the Fluency platform across advertising accounts including platform data structures, exports, and reporting outputs. 

• Configure, maintain, and optimize campaign structures, workflows, budgets, and platform settings within Fluency. 

• Develop standardized templates, workflows, and operating procedures to ensure consistency and scalability. 

• Create and maintain documentation, training materials, and implementation guides for internal teams. 

• Identify opportunities to improve platform utilization, automation, and operational efficiency. 

• Creation and Modification of Fluency Blueprints.

• Validate Fluency OEM Reporting templates against source data as each program migrates, and document known gaps by OEM.

Analytics, Measurement, and Reconciliation

• Partner in owning Google Analytics 4 (GA4) implementation, governance, and ongoing optimization. 

• Manage event tracking, conversion tracking, attribution frameworks, and data validation processes. 

• Partner with stakeholders to troubleshoot tracking discrepancies and ensure data accuracy. 

• Establish measurement standards and best practices across advertising programs. 

• Support advanced reporting initiatives that demonstrate advertising performance and return on investment. 

• Reconcile spend and performance data across systems, including Monthly Spend Reports, OEM billing files, Fluency platform data, and Salesforce campaign records.

• Isolate dealer-level and channel-level variances and determine whether the cause sits with the provider feed, the platform, or internal configuration.

• Document findings in root cause analyses (RCAs) and defect lists that hold up in provider and OEM escalations.

Reporting & Business Insights

• Develop and maintain internal reporting frameworks that support customer-facing deliverables. 

• Build dashboards and executive-level reports using analytics and business intelligence tools. 

• Analyze campaign performance data and identify trends, risks, and optimization opportunities. 

• Deliver actionable insights that support customer retention, growth initiatives, and strategic decision-making. 

• Collaborate with the DigAd OEM team and customer-facing stakeholders to translate performance data into meaningful business recommendations. 

• Build repeatable analysis templates and documented methodologies so recurring OEM data requests can be completed faster with consistent output.

Quality Assurance & Governance

• Conduct regular audits of Fluency configurations, analytics implementations, and reporting accuracy. 

• Ensure compliance with established operational standards and best practices. 

• Identify and resolve operational issues impacting campaign performance, measurement, or reporting. 

• Perform pre-submission quality assurance on OEM billing files and monthly spend reports ahead of program deadlines.

• Maintain a tracked log of known data defects by OEM and provider, including status and resolution, so recurring issues are identified early.

Cross-Functional Collaboration

• Partner with the DigAd OEM team, the Partners and Platforms team, Advertising Strategy, Product, Analytics, Customer Success, and Operations teams to support advertising initiatives. 

• Act as an internal consultant on Fluency functionality, analytics implementation, and reporting best practices. 

• Support onboarding and training efforts for team members utilizing Fluency and analytics tools. 

• Collaborate with leadership to identify opportunities for process improvements and operational enhancements. 

• Triage and scope incoming data and analysis requests, communicate timelines, and manage expectations with requesting teams.

Innovation & Continuous Improvement

• Stay informed on industry trends, analytics advancements, advertising technologies, and platform updates. 

• Evaluate new tools, integrations, and reporting capabilities that improve advertising performance. 

• Support testing and validation of new platform features, products, and operational processes. 

• Recommend scalable solutions that enhance efficiency, reporting quality, and customer outcomes. 

• Identify recurring data issues and recommend systemic fixes rather than one-time corrections.

Skills & Abilities

• Advanced Excel skills, including pivot tables, lookups, and cross-referencing large data sets across multiple sources.

• Advanced knowledge of Google Analytics 4 (GA4), Google Tag Manager, and digital measurement frameworks. 

• Strong understanding of digital advertising channels including Search, Display, Video, Social, and Programmatic. 
• Experience managing advertising technology platforms and reporting ecosystems. 

• Strong analytical and problem-solving skills with attention to detail. 

• Ability to interpret large data sets and translate findings into actionable recommendations. 

• Excellent project management, documentation, and organizational skills. 

• Strong communication and stakeholder management capabilities. 

• Ability to influence cross-functional teams through expertise and collaboration.