Digital Engagement Data Analyst
General Motors

Job Info

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Job Description

This position is a Hybrid role and it does not require an employee to be on-site full-time to perform most effectively. The employee's role enables them to work at a GM facility or off-site as frequently as needed or desired.

About the Team

• Customer experience teams build the safest, most enjoyable human connections that encourage trust, confidence and passion in our brands. We love delighting customers, and ensuring our customers receive the best service.
• They are the anchored in the global GM Customer Experience (GCX) - Enterprise CX Program Management organization, the Knowledge & Digital Engagement Program Management teams who are responsible for developing and administering Knowledge Management and Self-Service as well as Digital Engagements solutions for the GM Enterprise - aimed to enable GM customers, dealers and Contact Center teams alike to find the support information they need on their time and their terms, and to effectively communicate via digital touchpoints. Additionally, the team leads solution design and program management for GM's Enterprise Voice-of-the-Customer platform. In this capacity, the team is supporting GM's vision of driving towards a best-in-class customer experience with the 'Customer at the Center of Everything We Do'.

About the Role:

• Lead & execute management priorities, work towards achieving expected results. Commit to continuous improvement. Learn the fundamentals of people leadership. Drive a customer-first demeanor across adjacent teams. Be a customer advocate.
• The Digital Engagement Data Analyst is responsible for creating, editing, and optimizing the data structure, analytics and insights derived across customer-facing digital engagement channels in the GM customer self-service ecosystem including websites and branded communities, mobile apps, digital messaging/chat, and virtual assistants. The role is critical in supporting GM's digital transformation journey with a focus on delivering an extraordinary digital experience providing customers with the autonomy to quickly and easily find answers to questions or resolve issues in their channel of choice and at their time.
• The job holder uses organization and company analytics goals to guide prioritization and improvements of analytics, reports, and dashboards related to performance metrics that measure user behaviors / interactions as well as customer perception to resolve efficacy and business impact of digital customer support experiences.
• The data and insights produced by this role drive the product innovation strategy and roadmap but also advise ongoing tactical optimization efforts led by the respective program owners. The individual in this role maintains baselines and benchmarks relative to performance metrics and tracks improvements over time, as well as owns data storage processes and is responsible for communicating and presenting key figures to the larger organization on a regular basis.

Key Responsibilities:

• Support development of overall customer self-service and digital engagement strategy
• Analyze data inputs to pull meaningful insights for business users and technical teams to incorporate into current solutions and future product designs of self-service experiences - this is inclusive of but not limited to:
• Web and onsite / in-app search
• Customer support user experience and content on GM branded websites, mobile sites and apps, communities
• Digital engagement channels e.g. Messaging/Chat and Social Media including Chatbots, Conversational IVR, Voice Assistants in-home and in-vehicle
• Build data requirements, tagging and measurements strategies and implementation roadmaps, and intelligently assemble data content into structures that are easy to use and reuse
• Define technical requirements for GM internal or 3rd party tools and capabilities supporting said data & analytics needs
• Navigate sophisticated data governance systems and processes ensuring compliance with GM's data privacy and security policies
• Work through a broad range of analytics backend systems to extract data and assemble a holistic view representative of accurate customer interaction, customer feedback as well as system performance data
• Utilize and assist with refinement of taxonomy tools across a diverse set of data to help define measurement procedures that can be clearly understood to sister business teams/users
• Develop end-to-end measurement framework and reporting / dashboards that serve executive level as well as operational end user use cases in their need to understand the efficiency and effectiveness of the customer self-service experiences and project key results
• Collaborate with other data analytics functions and teams across CDAO, business teams and GMIT to drive an integrated and complementary data, measurement and insights approach avoiding potential redundancies and inconsistencies
• Collaborate and partner with CX PEM organization and technical teams to ensure reliable program execution in alignment with agreed resources, timing and quality
• Uphold GM data integrity and security standards ensuring customer and GM data is safe, secure and accurate

Additional Job Description
Basic Required Skills:

• Strong analytical skills with ability to synthesize sophisticated or diverse information
• Proven track record and deep experience in digital performance data analytics
• Experience in storytelling with data and creating effective performance dashboards and reporting on key metrics to executive, design and operational teams
• Experience collecting and analyzing data, making recommendations for improvements and new initiatives and seeing those through to implementation
• Experience in tagging and supervising key interactions across the digital touchpoint and interfaces to understand customer behavior and perceptions
• Experience leading a/b testing and use of tools such as Adobe Test & Target, Monetate, Google Optimize
• Understanding of role of Conversational AI in customer support experiences
• Experience with data integration, modeling, and optimization
• Experience with digital analytics tools such as Adobe Analytics, Omniture, Google Analytics
• Experience with BI tools
• Experienced with SQL or a scripting language like R or Python
• Project and process leadership skills
• Possess the flexibility to work both independently and in a sophisticated team setting
• Ability to manage multiple priorities as well as demanding timeframes and deadlines
• Strong organizational and interpersonal communication skills
• Proficient in MS Office 365 incl Teams and SharePoint

Basic Preferred Skills:

• Exposure to software development in an Agile environment
• Experience in customer care / contact center operations
• Familiarity with automotive industry and respective customer journeys and experiences
• Experience working with Conversational AI, speech/text-analytics (NLP/NLU and based machine learning)
• Experience with Social Media and modern Messaging channels (WhatsApp, SMS, Apple Business Chat, Google Business Chat)
• Web/application development experience

Education/ Certifications:

• BA/BS degree in a quantitative field (economics, statistics, math, finance, marketing analytics, engineering or other related field).
• 6-8 years relevant work experience performing digital analytics

Please only apply if you DO NOT need sponsorship to work in the Unites States now or in the future. We are unable to consider candidates who require sponsorship.

About GM

Our vision is a world with Zero Crashes, Zero Emissions and Zero Congestion and we embrace the responsibility to lead the change that will make our world better, safer and more equitable for all.

Why Join Us

We aspire to be the most inclusive company in the world. We believe we all must make a choice every day - individually and collectively - to drive meaningful change through our words, our deeds and our culture. Our Work Appropriately philosophy supports our foundation of inclusion and provides employees the flexibility to work where they can have the greatest impact on achieving our goals, dependent on role needs. Every day, we want every employee, no matter their background, ethnicity, preferences, or location, to feel they belong to one General Motors team.

Benefits Overview

The goal of the General Motors total rewards program is to support the health and well-being of you and your family. Our comprehensive compensation plan incudes, the following benefits, in addition to many others:
• Paid time off including vacation days, holidays, and parental leave for mothers, fathers and adoptive parents;
• Healthcare (including a triple tax advantaged health savings account and wellness incentive), dental, vision and life insurance plans to cover you and your family;
• Company and matching contributions to 401K savings plan to help you save for retirement;
• Global recognition program for peers and leaders to recognize and be recognized for results and behaviors that reflect our company values;
• Tuition assistance and student loan refinancing;
• Discount on GM vehicles for you, your family and friends.

Diversity Information

General Motors is committed to being a workplace that is not only free of discrimination, but one that genuinely fosters inclusion and belonging. We strongly believe that workforce diversity creates an environment in which our employees can thrive and develop better products for our customers. We understand and embrace the variety through which people gain experiences whether through professional, personal, educational, or volunteer opportunities.GM is proud to be an equal opportunity employer.

We encourage interested candidates to review the key responsibilities and qualifications and apply for any positions that match your skills and capabilities.

Equal Employment Opportunity Statements

The policy of General Motors is to extend opportunities to qualified applicants and employees on an equal basis regardless of an individual's age, race, color, sex, religion, national origin, disability, sexual orientation, gender identity/expression or veteran status. Additionally, General Motors is committed to being an Equal Employment Opportunity (EEO) Employer and offers opportunities to all job seekers including individuals with disabilities. If you need a reasonable accommodation to assist with your job search or application for employment, email us atCareers.Accommodations@GM.com. In your email, please include a description of the specific accommodation you are requesting as well as the job title and requisition number of the position for which you are applying.

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