Marketing Analyst
Use the Marketing Analyst in Optimizely Opal to turn your Google Analytics 4 (GA4) data into short, decision-ready reports on a set schedule. It covers traffic, content, and conversion, each compared to the prior period. Ask follow-up questions directly in a message.
What the Marketing Analyst does
The Marketing Analyst includes the following jobs:
- Traffic analysis – Analyzes your traffic, including your best-performing and worst-performing channels and the split between new and returning visitors. It recommends next best actions to improve your traffic.
- Content analysis – Analyzes your content to identify your best and worst performers. It recommends what to do next to improve them.
- Conversion analysis – Analyzes your conversion performance and recommends actions to improve your conversion funnel.
- Daily anomaly detection – Scans your site performance data each day for anomalies. It generates prioritized insights and action items from what it finds.
Each job is a workflow agent that performs on a schedule or trigger. Opal displays only the jobs an administrator turns on for your organization.
What the Marketing Analyst needs
Connect the following tools so the Marketing Analyst has the information it needs:
- GA4 – Reads your traffic, content, and conversion data to build its reports.
- Google Search Console – Reads your search performance data to inform its analysis.
Opal displays only the tools an administrator connects for your organization.
How you receive its work
The Marketing Analyst delivers each report to you in a message every morning. Each report compares the current period to the prior one and explains what changed. Ask follow-up questions in the same conversation.
Configure the Marketing Analyst
An Opal administrator enables the Marketing Analyst for your organization. You then name and configure your own. For the full steps, see Hire a Virtual Teammate.
Connect GA4 and Google Search Console during configuration, so the jobs have the data they need from the first run.
Note
If you use Opti ID, administrators can turn off generative AI in the Opti ID Admin Center. See Turn generative AI off across Optimizely applicationsTurn generative AI off across Optimizely applications.