What is Analytics?

Analytics involves collecting, measuring and analysing data in order to help websites, product or marketing performance. Given the rise of fact-based decision making analytics is becoming increasingly important across almost every industry.

Salary information and career progression

Opportunity

In the past, the majority of company decisions were made based on intuition with a ‘business first’ approach. With the arrival of loyalty schemes, personalisation and multi-touch customer journeys, the importance of the collection, measurement, and analysis of data is more important than ever, driving businesses to take a ‘customer led’ approach to product development, marketing and growth.

Though job offers have been constantly rising, there is a shortage of talented Analysts and Data Scientists in the United Kingdom, leaving many roles unfilled, but plenty of opportunities to forge a career.

Popular industries for Analytics roles

Data roles are now part of every industry. Post pandemic, and with the emergence of machine learning and AI, the demand for analytical brain power is higher than ever before, as businesses accelerate digital transformation programmes and pivot entire business strategies to become ‘digital first’ – all underpinned by analytics and science. There really is no limit to the variety of sectors marketing or advertising agencies will work with, meaning a job in Analytics has the potential to cover any number of different areas.

Recent Changes

With the demand for Analytics ever growing it has resulted in a change in skill set, Analysts now are expected to partner with a variety of stakeholders meaning strong communication skills are necessary as well as being able to translate complex information into digestible solutions. Companies are also merging Analytics requirements together with Data Science skills, resulting in Analysts having and needing a diverse range of experience and technical know-how.

Salaries have ballooned with a consistent rise of 20-30% across all levels in the last 18 months. Companies have to keep up with these

Future prospects

Since consumers have fallen in love with data as much as businesses — from checking their performance on fitness apps to monitoring their sleeping patterns — Analysts have excellent job prospects for the future. However, they have to bear in mind that as consumers gather more and more intelligence about data usage, and become more demanding, the expectations on expert Analysts will only increase.

• Salt’s advice for getting a new Analytics job

  Employers’ Requirements

  Employers are usually looking for jobseekers who are able to master the business as well as the technical side of Analytics. According to employers, one of the most important business skills is that Analysts should know how to interpret data and gain valuable insights to improve business goals. From a technical perspective, professionals in this field are expected to verify data and use the most suitable platforms.

  CV Requirements

  Analytics is a very specific job, which is why previous work experience on CVs should be as precise as possible. Some metrics which are definitely worth including are a familiarity with monitoring engagement levels, conversions, click paths, bounce rates and website visits. Since practical experience is more important for Analytics roles than your educational background, your work experience should form the bulk of your CV.

  Interview Preparation

  Employers say it is quite difficult to interview Analysts, as it’s difficult to determine their data Analytics skills from a conversation in most cases. There are some questions, though, which help hiring managers to get an idea of an Analyst’s skillset:

  1. How would you explain Analytics to the least analytical person in the world?
  2. How could you use Analytics to improve business performance?
  3. What do you think about analytical modelling?
  4. Which Analytics tools and techniques do you use (besides Google Analytics)?
  5. What was the latest big Google Analytics announcement?

  Educational Requirements

  Traditionally those in the Analytics profession will have a numerate degree given most positions require working with large data sets. A profound understanding of technology, marketing, and statistics as well as keeping yourself updated about the latest industry trends is also important.