Data Analyst

Job Description: Data Analyst

About Twickets:

Twickets is the UK's leading ticket marketplace. We work with music artists, comedians, festivals, venues, theatres and sporting organisations to bring fair ticket resale to their events, by capping prices at the original face value. Partners include Oasis, Foo Fighters, Kylie and Coldplay. In the past 12 months alone 8m unique visitors have used our platform, with revenue growing at over 30% year on year.

Job Summary:

 We are looking for a Web Data Analyst to join our growing team and drive data-driven decision-making for our online marketplace. This role involves analysing and interpreting key user behaviours and trends on our platform, identifying actionable insights to improve user experience and satisfaction, optimising site performance and user flow to increase conversions and engagement, and segmenting our audience for more personalised and effective marketing campaigns. You’ll also develop dashboards and reports for ongoing monitoring and decision-making, as well as supporting partners.

The ideal candidate will have experience in creating and implementing data strategies, reviewing current data setups to ensure robust data collection, proposing scalable solutions, and building tools to support both data strategy and advanced analytics. Experience leveraging AI or machine learning tools for predictive analysis, personalisation, or automation is a strong plus.

Key Responsibilities:

Business Intelligence Dashboards

• Build and maintain user-friendly dashboards to visualise key metrics and trends
• Enable real-time tracking of KPIs such as ticket sales, average transaction value, repeat user rate, buyer <-> seller conversions, and marketing campaign performance
• Develop partner-friendly dashboards to visualise partnership success
• Identify unusual activity patterns that may indicate fraudulent transactions or policy violations
• Incorporate AI-driven insights or anomaly detection methods to improve fraud monitoring and trend forecasting

Data Analysis

• Utilise statistical and AI-enhanced models to analyse user behaviour and forecast engagement trends
• User Behaviour Analysis: Track and analyse user interactions on the marketplace, including buyer and seller activity, cart abandonment, and checkout flow
• Conversion Optimisation: Identify drop-off points in the user journey and provide data-backed recommendations to improve conversion rates
• Traffic & Engagement Monitoring: Analyse website traffic sources (organic, paid, referral, direct), monitor bounce rates, and assess the effectiveness of marketing campaigns

Customer Segmentation

• Use data to segment users by behaviour, demographics, geography, and preferences
• Customer Lifetime Value (LTV) Analysis: Segment users based on engagement, spending habits, and retention to predict LTV and identify high-value customers
• Explore predictive modeling or AI-powered clustering techniques to deepen segmentation accuracy

A/B Testing & Experimentation

• Design and analyse A/B tests to optimise homepage layouts, product pages, search filters, and checkout processes
• Leverage AI or automation tools to streamline experiment design and result analysis

Marketing Insights and Targeting

• Use insights to design data-driven marketing campaigns
• Recommend strategies for email campaigns, retargeting, etc.
• Work with AI-enabled marketing platforms to personalise user outreach and automate campaign targeting

Data Quality & Tracking

• Ensure accurate implementation of tracking tools (Google Analytics, Google Tag Manager, Cookie Bot) and troubleshoot any data inconsistencies
• Manage and maintain incoming data feeds
• Support integration of AI or ML models into tracking and reporting infrastructure when applicable

Required Skills & Qualifications:

• Bachelor’s degree in Data Science, Business Analytics, or a related field
• 2+ years of experience in web analytics, preferably within an e-commerce or online marketplace environment
• Strong proficiency in Google Analytics (GA4), or similar web tracking tools
• Hands-on experience with SQL for data extraction and analysis
• Familiarity with BI data visualisation tools (Tableau, Looker, or similar)
• Experience with A/B testing tools (Optimizely, VWO, or similar)
• Understanding of SEO, paid marketing analytics, and user acquisition strategies
• Strong analytical and problem-solving skills with the ability to turn data into actionable insights
• Excellent communication skills to present findings to both technical and non-technical stakeholders

Preferred Qualifications:

• Experience working with an online marketplace, e-commerce, or SaaS business
• Familiarity with CRM and customer behavior tracking tools (Brevo, Hubspot, or similar)
• Basic knowledge of Python or R for data analysis
• Understanding of UX principles and CRO (Conversion Rate Optimisation) best practices
• Experience with BigQuery or other cloud-based data warehouses
• Experience with AI/ML platforms or tools (e.g., Google Vertex AI, Amazon SageMaker, or low-code AI tools) for predictive modeling, personalisation, or automation use cases

Job Type:

Full-time / Fully Remote

Salary:

Up to £50,000 ATE