Commercial Business Analyst (WEB & Marketing) - Sales Market Finland, Latvia, Lithuania & Estonia
HelsinkiCompetitive0 applicants
About this role
WHAT YOU'LL DO
As the Commercial Business Analyst at H&M, you analyse customer, web, and sales data from multiple sources to generate insights that strengthen commercial performance and improve the overall customer and online experience. You combine consumer and market research with full-funnel web analytics, A/B testing, segmentation, and campaign evaluation to uncover behavioural patterns, identify opportunities, and guide strategic decisions.
Responsibilities
- As the Commercial Business Analyst at H&M, you analyse customer, web, and sales data from multiple sources to generate insights that strengthen commercial performance and improve the overall customer and online experience. You combine consumer and market research with full-funnel web analytics, A/B testing, segmentation, and campaign evaluation to uncover behavioural patterns, identify opportunities, and guide strategic decisions.
- You will:Conduct consumer and market research to uncover behavioral patterns, brand perceptions, and emerging trends that influence commercial performance.
- Conduct 360 analysis from customer, web and sales perspective to gather insights relevant for Commercial team
- Analyze full funnel web performance across .com and app, including traffic, user behavior, product performance, and sales
- Provide insights on campaign effectiveness, including conversion attribution and return on ad spend
- Analyze sales, customer and web data to draw insights related to QCP, product, assortment and pricing
- Analyze customer feedback across touchpoints to identify opportunities to enhance customer experience and measure the impact of commercial activities.
- Plan, support, and evaluate A/B and multivariate testing to optimize customer experience and conversion in online store and CRM/Email
- Conduct customer segmentation, cohort analysis, and product performance reviews
- Implement tagging, tracking, and SEO analytics to ensure accurate data collection and improve visibility in owned channels
- Act as expert user of SQL and data platforms, supporting data extraction and team upskilling
- Generate regular reports and dashboards with actionable insights for stakeholders
- Support Experience Lead, E-com Leads, Commercial Managers and Marketing team with analytics activities and share insights
- WHO YOU ARE
- You are an analytical and insight-driven thinker who enjoys exploring data from multiple angles to understand customer behaviour, performance trends, and what