Web Analytics and Digital Analytics is one of the hottest fields these days. A lot of people are planning to switch careers and many students are looking to start their career in Web Analytics but don’t know where to start. This article is for aspiring web analysts to help them make a transition into web analytics field.
Skills required to be a Web Analyst
First and foremost you need desire and passion to be a web and digital analyst. If you have the desire and passion then you can acquire other skills.
The other most important skill that you need is analytical skill. If you are a person who always looks at the problem from a different angle than most of the other people, you have what it takes. If you can put different pieces of the puzzle together to form a complete picture you have the skills to be a web analyst. If you can critically look at things, you have the skills.
Other skills and education that will come in handy are:
1. Business
2. Marketing
3. Statistics
4. Technical
You don’t need a college degree but a lot of employers look for it. Business, Marketing, Accounting, Statistics and Technical degrees will be very helpful in getting you the job but I have seen Web Analysts with very diverse educational background.
Two Categorizes of Roles
Web and Digital Analytics jobs are mainly categorizes into tow main buckets though
- Analyst Role - This is the role where you will end up creating reports and analyzing data
- Technical Role - This include implementation of tools such as Google Analytics and Adobe Analytics.
Tools & Technology
You should pick one tool from each of the category listed below. As noted below R and Phython are not required and very few Web Analyst actually know them.
- Web Analytics Tool - Google Analytics or Adobe Analytics
- Tag Manager - Google Tag Manager, Adobe Launch, Ensigten
- Data Visualization Tool - Google Data Studio, Tableau, PowerBI
- A/B testing - Google Optimize, Visual Web Optimize, Adobe Target
- Excel
- Powerpoint
- SQL
- JavaScript (optional for Analyst but required for a technical role that focuses on implementing a solution like Google Analytics and Adobe Analytics.
- R (optional)
- Python (optional)
When can you learn
Digital Analytics Association is a top resources for any aspiring Web Analysts/Digital Analysts.
Optizent's Facebook Group for Google Marketing Platform and Adobe Marketing are great resources.
Subscribe to Optizent's YouTube Channel for free videos
Online Course by Optizent
Optizent offers a complete program that will teach you the nuts and bolts of Web Analytics. You will not only learn theory but also be able to apply it using your own site or one that Optizent will provide. Even if you know the theory and want to learn how real world works then you should check out the course at https://academy.optizent.com
Gaining Practical Experience
This is one of the biggest challenges facing people who want to start a career in Web Analytics. Employers don’t want to hire you if you don’t have experience and you can’t get experience if you don’t have job. (See Getting a Job for more information)
Google Analytics has made it really easy for anybody to get a web analytics tool. This tool is completely free with all the documentation to help you get rolling. If you have a website, deploy this tool and play with it. This will help you understand how web analytics tools and reports work. To gain further experience, tap into your network, I am sure somebody (a friend of a friend of a friend…) will allow you (especially if you are willing to do it for free) to provide reporting and analysis on their site (real site).
Optizent's "Become a Digital and Web Analyst" program provides you a practical experience that you will need. Not only will you learn but you will be able to add it to your resume.
Getting a Job
Most advertised job will require some experience in Web and Digital Analytics. So what do you do when all you have is some Google Analytics experience on your blog ?
There are companies who will hire you, train you and provide the support to help you grow. Even though the job requirements asks for 2+ numbers of years in web analytics or web analytics tools, the companies might be willing to settle for someone without any experience as long as the candidate can demonstrate analytical thinking, desire and passion. My advice is that if you see such a job opening, go ahead and apply. If the company has a senior analyst who is willing to teach then you will get a call. During the interview process make sure to inquire if someone who is willing to provide you on the job training.
Other option is join a program like Optizent's "Become a Digital and Web Analyst" program will help, as the program will give you practical experience as well.
We have also started another program that will help you gain practical experience, if you already have theoretical knowledge and/or Google Analytics certification. In "Put your Digital Analytics Knowledge to Practice", you can work on real project, supported by Optizent team. This will not only help you put your knowledge to work but will also provide you experience that you can put on your resume.
Other resource: Series of interviews with several web analysts