So you want to be a web analyst?
As I’m finally starting to catch up on things around here I noticed that Jason had recently published a Clickz article titled Becoming an Experienced, Invaluable Web Analyst in which proposes a few strategies for folks who want to get into web analytics. One of the things he proposes is to get a job working in an analytics position at an interactive agency, something I had been thinking about while reading the first job posted on my new job board.
This posting, advertising for a VP/Associate Director of Digital Media Analytics and Technology, sounds like a dream job for any fairly senior consultant with a heavy background in web analytics. Some of the qualifications the interactive agency is looking for include:
- Familiarity of view-through conversion technology and cookie-based tracking, rich media vendors as well as ad serving platforms and paid search engine marketing data sources
- Deep functional expertise in database marketing, integrated channel marketing (including online based channels such as websites, banners, email and search), analytical tools, techniques, and other infrastructure requirements
- In-depth experience in website analysis and knowledge of infrastructure requirements to deliver measurement solutions
- Strong understanding of blue chip internet business models and online processes, terminology, concepts and strategies
Clearly this isn’t the entry level position that Burby is talking about … but this person is going to join a Strategy and Analysis team of 150 people and have a substantial impact on his or her customers online business. And this person is going to need entry-level folks, folks who don’t have the same experiences necessary to fill this position, but people who:
- Are technology-savvy, but business-minded;
- Are good at writing, but great at presenting;
- Are enthusiastic about data, but recognize that not everyone else is;
- Are patient, but unwavering in their desire to improve the current situation;
- Are willing to pay their dues, but unwilling to generate great analysis that is ignored;
- Recognize that reports are a necessary evil, but know the real value is in the analysis
(Oh, and it doesn’t hurt to have read one or all of my books!)
There are tons of people like this out there–trust me, I am in communication with folks like this all the time, it’s just a matter of companies understanding how to recognize them when they apply for open positions given that they don’t have “8+ years experience professional statistical analysis and modeling experience, e.g., advanced web analytics, advanced survey design and
analysis, econometrics, psychonometrics, data mining, or clinical trial analysis/biostatistics” plus a PhD (preferred) on their resume but be willing to report to the Director of Analytics.
Holy crap, huh? It’ll be easier to find a headless chicken who still walks than it will to fill that position!
If you’re interested in working in web analytics and wondering how to get started, I’d love to hear from you. And if you have tried to break into the field to no avail, I’d also love to hear from you. Between my new job board and dozens of friends companies who are constantly looking for the kind of people I describe above, I might just be able to give you a hand.