Senior Digital Performance Analyst

Department for Work and Pensions

Apply before 11:55 pm on Sunday 17th October 2021


Reference number



£49,171 - £59,589


Grade 7

Contract type


Business area

DWP - Digital

Type of role


Working pattern

Flexible working, Full-time, Job share, Part-time

Number of posts



Leeds, Manchester, Newcastle-upon-Tyne

About the job


The Digital Performance Analyst conducts analysis by developing and working with performance measurement frameworks, KPIs, goals, user needs and benefits.

This is not just web analytics, as a digital performance analyst you will work closely with digital teams that build services for our citizens. You will develop measures from a variety of data sources that support teams to prove the value they add and ensure they meet the Government’s Digital by Default Service Standard.

You will be responsible for carrying out analysis and providing insights against the measures you have developed. Encouraging digital teams to always design and build with measurement and the value to the citizen in mind.

This is a key role that will deliver accurate and actionable insights to a variety of stakeholders, to drive the focus and centralise the user in everything that we do.

Job description

The successful candidate for this role will:

• Work alongside digital teams who build services for citizens and DWP staff.

• Understand the needs of the service users and how the service is going to measure if they’ve been met.

• Work with service areas to understand priorities across multiple service teams and scope work for the digital performance analytics team.

• Provide guidance on data collection from multiple sources to measure a service.

• Unlock understanding beyond the digital journey about the impact of the end-to-end service on the citizen.

• Deliver accurate and efficient performance reporting and analytical insight for the digital services that you work with.

• Ensure the business understands how users experience our digital services and undertake analysis that will drive customer-centric innovations and investments to improve the user experience.


Your responsibilities will include but are not restricted to, the following:

• Take a leading role in the development of the performance metrics and key performance indicators (KPIs) for the service and build dashboards and provide in depth reports to communicate key metrics.

• Help services translate business requirements into well-defined analytical problems that can be solved.

• Understand the data problem the service needs to solve or question that needs to be answered, and implement data collection and analysis solutions to test a hypothesis.

• Deliver high-quality analysis that provides meaningful and actionable insights to improve the service, proactively offering suggestions of ways to improve the service.

• Identify and communicate service performance, actionable stories and business insights from the data to stakeholders and the team, to inform user-centric design decisions.

• Share examples of best practice in digital analytics across DWP’s digital projects and with other digital analysts in government.

• Be highly visible within a multidisciplinary team of designers, user researchers and developers, promoting analysis to ensure the team have access to the best evidence possible, and are using it in designing and optimising the service.

• Work with the service area lead to make sure their services meets the performance requirements in relation to analytics set out in the Digital by Default Service Standard.


We'll assess you against these behaviours during the selection process:

  • Working Together
  • Changing and Improving

Technical skills

We'll assess you against these technical skills during the selection process:

  • Performance Measurement
  • User-centred analysis


• Learning and development tailored to your role.
• An environment with flexible working options.
• A culture encouraging inclusion and diversity.
• An employer pension contribution of up to 27%.
• A generous annual leave allowance.

Salary Information:

Salary for this role is from £49,171 (Band min) to £59,589 (Band max).

Our offer to successful candidates will be based on an assessment of your skills and experience as demonstrated at interview.

Existing Civil Servants who secure a new role on lateral transfer should maintain their current salary.

Existing Civil Servants who gain promotion may move to the bottom of the next grade pay scale or 10% increase in salary whichever would be the greater.

This role can be based out of either Newcastle, Manchester or Leeds corporate hub locations.

The Department is committed to promoting flexible ways of working, whilst enabling the business to operate at maximum efficiency and will expect colleagues to work from a blend of locations, including some time working at home, as required. The corporate hub location will be the designated place of work and any remote or home working arrangement does not constitute a change to your designated place of work or contractual Terms and Conditions. Please be aware that this role can only be worked in the UK and not overseas.

Things you need to know


Successful candidates must pass a disclosure and barring security check.
People working with government assets must complete basic personnel security standard checks.

Selection process details

This vacancy is using Success Profiles, and will assess your Behaviours, Experience and Technical skills.
Stage 1 - Application:

Your application will consist of two parts:

1. A Personal Details application form.

2. An uploaded curriculum vitae including education, professional qualifications and full employment history and give details of key achievements.

All applications will be sifted based on the essential criteria below:


• You have a deep understanding of business goals and can turn these into tangible performance measures. You can work with people building digital products to define the KPIs and measures of success.

• You can integrate digital analytics with qualitative data, such as user surveys and user research, to develop hypotheses for testing. You can offer recommendations on the best tools and methods to be used.

• You can turn complex data into compelling, clear and actionable stories. You can present analysis and visualisations in clear ways to communicate complex messages. You can communicate negative and positive information to stakeholders. You know how to give tactical and strategic recommendations.

• You can work with and challenge senior stakeholders. You can adapt the approach according to constraints. You have a good knowledge of security and data privacy.

• You can see and implement changes necessary and improve processes and ways of working. You consider the impact of change and are able to influence stakeholders to make improvements.

The sift panel will use the information in your CV to assess your experience, skills and knowledge against the essential criteria above.

When giving details of your CV, you should therefore include details of the work and projects that you have been involved in, and your role therein.

For Hints and Tips on completing your application visit our blog Getting Hired at DWP Digital .


*Due to DWP’s use of anonymised recruitment practices it is not possible for applicants to upload/attach a CV; any information that you would customarily share on a CV should therefore be entered onto the application form. Please ensure you provide sufficient information to enable the sift panel to make an informed judgement about your suitability for this role.


Please include all other information that you would customarily provide when presenting a CV, as the sift panel use this information to assess your application.

DWP operates an anonymised recruitment process. When entering information relating to your employment history you will be asked to remove any personal details that could be used to identify you. This relates to name and contact details which might usually appear on your CV. Failure to do so will result in your application being withdrawn.

Stage 2 – Video Interview:

Unless you are otherwise informed, the final stage of the process will be a video interview via Microsoft Teams where you will be assessed against the Behaviours and Technical Skills detailed in the advert.

Candidates will be asked to do a short (5 -10 minutes) presentation on a specific topic. Further details will be provided to candidates invited to interview.

Sift and Interview Information:

Applications will be sifted at regular intervals from the date the posts are advertised, so please apply as soon as you can, do not wait until the end of the campaign.

Interviews will take place in early November 2021, dates to be confirmed.

Reasonable Adjustments:

If a person with disabilities is put at a substantial disadvantage compared to a non-disabled person, we have a duty to make reasonable changes to our processes.

If you need a change to be made so that you can make your application, you should:

Contact Government Recruitment Service via as soon as possible before the closing date to discuss your needs.

Complete the “Assistance required” section in the “Additional requirements” page of your application form to tell us what changes or help you might need further on in the recruitment process. For instance, you may need wheelchair access at interview, or if you’re deaf, a Language Service Professional.

Other information:

A reserve list may be held for a period of 6 months from which further appointments can be made.

Any move to DWP from another employer will mean you can no longer access childcare vouchers. This includes moves between government departments. You may however be eligible for other government schemes, including Tax Free Childcare. Determine your eligibility at

If successful and transferring from another Government Department a criminal record check may be carried out.

If successful but not transferring from another Government Departmen, in order to process applications without delay, we will be sending a Criminal Record Check to Disclosure and Barring Service on your behalf. However, we recognise in exceptional circumstances some candidates will want to send their completed forms direct. If you will be doing this, please advise Government Recruitment Service of your intention by emailing stating the job reference number in the subject heading.

Applicants who are successful at interview will be, as part of pre-employment screening, subject to a check on the Internal Fraud Database (IFD). This check will provide information about employees who have been dismissed for fraud or dishonesty offences. This check also applies to employees who resign or otherwise leave before being dismissed for fraud or dishonesty had their employment continued. Any applicant’s details held on the IFD will be refused employment.

A candidate is not eligible to apply for a role within the Civil Service if the application is made within a 5 year period following a dismissal for carrying out internal fraud against government.

Before applying for this vacancy, current employees of DWP should check whether a successful application would result in changes to their terms & conditions of employment, e.g. mobility, pay, allowances. Civil Servants that would transfer into DWP from other government organisations, following successful application, will assume DWP's terms & conditions of employment current on the day they are posted, unless DWP has stated otherwise in writing.

If you are experiencing accessibility problems with any attachments on this advert, please contact the email address in the 'Contact point for applicants' section.

Feedback will only be provided if you attend an interview or assessment.

Nationality requirements

This job is broadly open to the following groups:

  • UK nationals
  • nationals of Commonwealth countries who have the right to work in the UK
  • nationals of the Republic of Ireland
  • nationals from the EU, EEA or Switzerland with settled or pre-settled status or who apply for either status by the deadline of the European Union Settlement Scheme (EUSS)
  • relevant EU, EEA, Swiss or Turkish nationals working in the Civil Service
  • relevant EU, EEA, Swiss or Turkish nationals who have built up the right to work in the Civil Service
  • certain family members of the relevant EU, EEA, Swiss or Turkish nationals
Further information on nationality requirements

Working for the Civil Service

The Civil Service Code sets out the standards of behaviour expected of civil servants.

We recruit by merit on the basis of fair and open competition, as outlined in the Civil Service Commission's recruitment principles.
The Civil Service embraces diversity and promotes equal opportunities. As such, we run a Disability Confident Scheme (DCS) for candidates with disabilities who meet the minimum selection criteria.

Apply and further information

Once this job has closed, the job advert will no longer be available. You may want to save a copy for your records.

Contact point for applicants

Job contact :
Name :  Caicy Sandford
Email :
Recruitment team :
Email :

Further information

If you feel your application has not been treated in accordance with these principles and you wish to make a complaint, you should in the first instance contact DWP by email: HR.BUSINESSASSURANCE@DWP.GOV.UK. If you are not satisfied with the response you receive from the Department, you can contact the Civil Service Commission here to visit Civil Service Commission

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