Web Analytics

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 companies decisions were made based on intuition. With the arrival of new technology and the increasing importance of the collection, measurement and analysis of data, businesses have started to make informed decisions about marketing and product using concrete facts. It’s up to analysts to find and present these facts. Though job offers for analysts have been constantly rising, there is a shortage of talented analysts in the USA, leaving many roles unfilled, but plenty of opportunities to forge a career.

Popular industries for Analytics roles

Analytics jobs are highly demanded by the IT and telecommunications industry. Other industries which employ a relatively large number of analysts are the marketing, public relations and media industries. 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 skillset, Analysts now are expected to partner with a variety of stakeholders meaning strong communication abilities are necessary as well as being able to translate complex information into digestible solutions. Companies are also merging analytics requirements together resulting in analysts having and needing a diverse range of experience and technical know-how.

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 job seekers 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 to hire 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 people 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 by frequently attending specialist courses is also important.