All you need to know about the Web Analytics Market
Want an understanding of the Web Analytics market? Our consultant of over 5 years reveals all….
What is the Web Analytics all about?
When I first began working in the web analytics market in March 2008, few had heard about this niche area and the benefits it could bring to a company. Now it is one of the most active markets in the digital sphere with most companies having at least one dedicated Web Analyst. From those early days in 2008 where an analyst did basic reporting duties, now a Web Analyst is tasked with being the centre hub of digital decisions made through using various techniques and tools to mine and manipulate data. They will look to optimise and improve customer journey, increase conversion of customers and analyse what they have looked at and how long for? They will run tests such as MVT and A/b testing in which parts of the site are moved around and the customers reactions are analysed with a view to optimising the site. The ability to then articulate and put this back into words and delivering actionable insight to a key stakeholder is a skill in its self. The best analysts are the ones who can think outside the box, always looking to improve and add value to a business.
The market is now incorporating offline data, big data and mobile data. I can only see this integration continuing and tools/techniques/areas used happening on a more regular basis in the market place.
What skills should a Web Analyst have?
The first skill is implementation. Being able to implement and tag pages using the various tools is an imperative skill to have as it sets the fundamental base to gather accurate data. Instead of relying on a development team to do these tasks, an Analyst can tag the pages they wish and compile the reports most relevant for the business. Also, the candidates who have implementation experience know the tool inside out and therefore they can get the most out of the tool. Websites are always getting bigger with more pages to be tagged so this now a continuous skill for an analyst with companies hiring people to purely focusing on implementation, integration with other tools and migrations from one tool to another.
Analytical. This seems an obvious answer but with data sets becoming larger and more complex, candidates with a mathematics/physics/statistics/computer science education tend to be better suited. The ability to use various tools to analyse this data and to integrate requires a statistical mind set.
Strategic. The next skill up from analysing the data is putting the data into words. The short and long term strategic element is where the value is added. The ability to think outside the box and put together a strategy to add value to a business, improve the customer experience, retain/engage with customers, improve contact and save the business money.
Communication. The ability to communicate the strategy and actionable insight back to a business is normally a skill Analysts develop over time. To have the confidence to deliver solutions to stakeholders across a business is a hard skill to get right. You will be needed to speak with various people throughout the business as everyone wants a piece of the analyst so you will need to have the ability to speak at different technical levels depending on the audience. The analyst will face a lot of resistance to certain ideas so the skill of persuasion and confidence to push back and get these recommendations implemented is one which Is the toughest skill to develop and master.
Web Analyst, Digital Analyst, Online Analyst, eCommerce Analyst
The various levels you get are Junior, Associate, Analyst, Senior.
Web Analytics Manager, Head of Web Analytics, Director of Web Analytics, Web Analytics Consultant.
Insight Analyst, Digital Insight Analyst, Online Insight Analyst, Web Data Analyst, Digital Data Analyst, Web Analytics Architect
Optimisation Analyst, Consultant, Manager
Conversion Manager, Online Analytics Executive, Online Conversion analyst
Trends in the forthcoming months
There will be a greater focus on mobile (smart phone, tablet) analysis. Projects will revolve heavily around apps (redesign, optimising, analysis). Web Analytics and Data Science, which are closely aligned will share tools and knowledge more closely, but with always a bias toward one area. Also, I can see more traditional analytical techniques such as regression, CHAID being used in the digital analytics field.
How to get in the industry
Degree wise look at doing a mathematical, statistics, physics, computer science course. These specialisms tend to provide the more capable analysts. When doing an internship, approach a leading ecommerce or agency business as this will give you the commercial head start over other candidates and it will give you an insight in to what is required but also the interesting challenges and projects you will be involved in. there are also a number of opportunities which offer something different so you will never get bored and can branch out into various areas within the market. The market will only get larger and with this will provide new trends and opportunities as business focus their expansion in the digital sphere.
For more information contact Luke at firstname.lastname@example.org or search our database for current roles.