Allegiance Group + Pursuant
Digital Analytics and Integration Analyst
Allegiance Group + Pursuant, Dallas, Texas, United States
Job Description
Job Description Description Allegiance Group + Pursuant is a direct marketing agency that helps nonprofits across the U.S. deliver customized fundraising campaigns that inspire action and improve donor relationships.
We exist to help our clients unlock the joy of giving for their support base.
Regardless of the fundraising strategy or channel, data insights are central to our approach and critical for fundraising success. As the only firm to serve every donor segment across communication channels, our clients experience the impact of strategic insights and recommendations in dramatic fundraising results that help them make a greater impact every day.
The
Digital Analytics and Integration Analyst
will lead the technical implementation and performance measurement of digital marketing initiatives. This role bridges multiple disciplines – analytics, technical integration, and paid media – to ensure accurate tracking, insightful reporting, and attribution-informed optimization. The Analyst will support both internal teams (Integrated Media Solutions, Web Development) and our nonprofit clients.
This role is a strategic player in how AGP measures and optimizes the performance of digital marketing channels, ensuring our nonprofit clients – and internal teams – benefit from accurate data to make decisions. Key Responsibilities
Requirements Gathering & Integration Strategy
Collaborate with internal teams and external clients to define data requirements, scope tracking needs, and align on outcome objectives. Architect tracking plans that support both web and paid media analysis, including cross-channel attribution and reporting frameworks. Technical Implementation
Use Google Tag Manager (GTM), and custom
HTML/CSS/JavaScript
to implement tracking across websites, advertising platforms (Google Ads, Meta, Microsoft, programmatic, etc.), and mobile apps. Configure analytics platforms (e.g., Google Analytics 4, Search Console) and ensure proper integration with advertising, email and other marketing platforms. Connect data sources – web analytics, ad platforms, CRMs & data warehouses (e.g., BigQuery) – to visualization tools like Looker Studio or Power BI. Ensure data integrity through validation and alignment across sources. Reporting & Attribution
Develop dashboards and ad‑hoc reports; synthesize insights into compelling, narrative-driven data stories. Apply and advise on attribution models – from rule-based approaches (first‑touch, last‑touch, linear, time‑decay, position‑based) to data‑driven and probabilistic models – to inform campaign optimization and budgeting decisions. Bring perspective on emerging methods, such as marketing mix modeling or incrementality testing, for strategic evaluation. Documentation & Knowledge Transfer
Maintain clear documentation on tracking implementations, dashboards, attribution logic, and integration architecture. Share best practices and support internal training for smoother onboarding of new clients or team members.
Skills, Knowledge and Expertise
Proficiency with Google Marketing tools (GA4, GTM, Search Console), Excel, SQL, and Google BigQuery. Practical experience in HTML, CSS, JavaScript; Python is a plus. Capable of managing ETL‑like data integration for dashboarding in Looker Studio or Power BI. Knowledge of modern attribution methodologies and ability to translate them into client strategy with clear understanding of implications on campaign ROI. Strong ability to analyze and synthesize data into actionable insights and client recommendations. Excellent organization and multitasking skills; able to deliver high-quality work under tight timelines. Preferred
Familiarity with nonprofit fundraising or campaign dynamics. Experience in incrementality testing (e.g., geo-lift studies), marketing mix modeling, or other advanced attribution frameworks. Education & Experience
3+ years of experience in digital analytics, tracking implementation, or integration roles. Demonstrated exposure to paid media analytics and attribution techniques. Studies have shown that women and people of color are less likely to apply to jobs unless they meet
every single
qualification. At Allegiance Group we are striving to build a diverse, inclusive, and equitable workplace.
If you think this role sounds like you but your experience doesn’t align perfectly with every single qualification or skill in the description, please apply ! You could be just the person we are looking for to fill this, or other, roles! Benefits, Rewards & Perks We are friendly, smart, curious and passionate about what we do! Working here, you will also enjoy:
Competitive salaries + quarterly recognition program Work-life balance (really!) + Casual work environment Excellent benefits including Health, Dental, and Vision plans, Disability and Company Paid Life Insurance! Flexible PTO Policy + Paid Parental Leave 401k and company match Oh, and don’t forget - You're working with clients who are making a positive difference in the world.
Job Description Description Allegiance Group + Pursuant is a direct marketing agency that helps nonprofits across the U.S. deliver customized fundraising campaigns that inspire action and improve donor relationships.
We exist to help our clients unlock the joy of giving for their support base.
Regardless of the fundraising strategy or channel, data insights are central to our approach and critical for fundraising success. As the only firm to serve every donor segment across communication channels, our clients experience the impact of strategic insights and recommendations in dramatic fundraising results that help them make a greater impact every day.
The
Digital Analytics and Integration Analyst
will lead the technical implementation and performance measurement of digital marketing initiatives. This role bridges multiple disciplines – analytics, technical integration, and paid media – to ensure accurate tracking, insightful reporting, and attribution-informed optimization. The Analyst will support both internal teams (Integrated Media Solutions, Web Development) and our nonprofit clients.
This role is a strategic player in how AGP measures and optimizes the performance of digital marketing channels, ensuring our nonprofit clients – and internal teams – benefit from accurate data to make decisions. Key Responsibilities
Requirements Gathering & Integration Strategy
Collaborate with internal teams and external clients to define data requirements, scope tracking needs, and align on outcome objectives. Architect tracking plans that support both web and paid media analysis, including cross-channel attribution and reporting frameworks. Technical Implementation
Use Google Tag Manager (GTM), and custom
HTML/CSS/JavaScript
to implement tracking across websites, advertising platforms (Google Ads, Meta, Microsoft, programmatic, etc.), and mobile apps. Configure analytics platforms (e.g., Google Analytics 4, Search Console) and ensure proper integration with advertising, email and other marketing platforms. Connect data sources – web analytics, ad platforms, CRMs & data warehouses (e.g., BigQuery) – to visualization tools like Looker Studio or Power BI. Ensure data integrity through validation and alignment across sources. Reporting & Attribution
Develop dashboards and ad‑hoc reports; synthesize insights into compelling, narrative-driven data stories. Apply and advise on attribution models – from rule-based approaches (first‑touch, last‑touch, linear, time‑decay, position‑based) to data‑driven and probabilistic models – to inform campaign optimization and budgeting decisions. Bring perspective on emerging methods, such as marketing mix modeling or incrementality testing, for strategic evaluation. Documentation & Knowledge Transfer
Maintain clear documentation on tracking implementations, dashboards, attribution logic, and integration architecture. Share best practices and support internal training for smoother onboarding of new clients or team members.
Skills, Knowledge and Expertise
Proficiency with Google Marketing tools (GA4, GTM, Search Console), Excel, SQL, and Google BigQuery. Practical experience in HTML, CSS, JavaScript; Python is a plus. Capable of managing ETL‑like data integration for dashboarding in Looker Studio or Power BI. Knowledge of modern attribution methodologies and ability to translate them into client strategy with clear understanding of implications on campaign ROI. Strong ability to analyze and synthesize data into actionable insights and client recommendations. Excellent organization and multitasking skills; able to deliver high-quality work under tight timelines. Preferred
Familiarity with nonprofit fundraising or campaign dynamics. Experience in incrementality testing (e.g., geo-lift studies), marketing mix modeling, or other advanced attribution frameworks. Education & Experience
3+ years of experience in digital analytics, tracking implementation, or integration roles. Demonstrated exposure to paid media analytics and attribution techniques. Studies have shown that women and people of color are less likely to apply to jobs unless they meet
every single
qualification. At Allegiance Group we are striving to build a diverse, inclusive, and equitable workplace.
If you think this role sounds like you but your experience doesn’t align perfectly with every single qualification or skill in the description, please apply ! You could be just the person we are looking for to fill this, or other, roles! Benefits, Rewards & Perks We are friendly, smart, curious and passionate about what we do! Working here, you will also enjoy:
Competitive salaries + quarterly recognition program Work-life balance (really!) + Casual work environment Excellent benefits including Health, Dental, and Vision plans, Disability and Company Paid Life Insurance! Flexible PTO Policy + Paid Parental Leave 401k and company match Oh, and don’t forget - You're working with clients who are making a positive difference in the world.