Getting Ahead in Web AnalyticsAnalysing AnalyticsAdrian Kingwell Mezzo LabsSeptember 2013

““

Findings from job boards

Search for “web analytics”• Monster: 193 jobs• TotalJobs: 184 jobs• OnlyMarketingJobs: 193 (out of 3,724)

Note: Some duplicates, many not purely ‘web analytics’ positions

““

Findings from job boards

“Web analytics positions are the least likely to be filled”• Constraint on supply, too few people• Corporate salary bands mean higher

wages are not attracting new blood in

““

Findings from job boards

Which tools and skills?Searching for these terms on OMJ produced these jobs• Google Analytics 155• Omniture 39• Webtrends 15• Coremetrics 12• Maxymiser 3

2008Avinash Kaushik’s blog - “Analytics Careers Advice: Jobs, salaries, technical and business roles”

The takeaway: “Stay Individual, stay Business”

But “web analytics” rarely appeared in a marketing job description

2013 “Web analytics” is now appearing in digital marketers’ job ads.

The skills are shifting.The jobs are changing.

There is career potential.

It only takes 2 years of good Omniture experience to go from exec to manager

Exec Manager Director/Consultant

Implementer £25-35k £35-£50k £60-£120k

Data miner £25-30k £30-£50k

Data-savvy marketer

£25-35k £35k-50k

Breadth of experience

Knowledge of tools

Strategy

Experience in marketing AND analytics

““

““

Web Analytics skills survey – interim results

Who are the audience?

Male78%

Female22%

Gender split

What is their current situation? Contractor

15%

Web analytics agency12%

Digital agency15%

Client-side35%

Looking for work23%

Current job situation

What do salaries look like? Up to £24,000

£24,000 - £29,999

£30,000 - £35,999

£36,000 - £41,999

£42,000 - £49,999

£50,000 - £59,999

£60,000+

Would rather not say

Permanent Role Salaries

Have analysts relocated from overseas?

Yes17%

No83%

Relocated for work?

What are the most common tools?

Google Analytics

Adobe SiteCatalyst

Webtrends

ComScore

IBM Unica

iJento

20

11

7

5

0

0

Tools Skillset

How do analysts develop their skills?

Learning on the job

Paid training courses

Free training courses

My colleagues teaching me

Message boards, social networking

Tools vendor websites

I already have these skills

19

8

12

11

12

10

5

Skills development

What new skills/tools are expected to be in demand?

Tag management

Data mining

Data visualisation/clickmaps

Testing/optimisation

6

6

3

4

Hot skills/tools

Summary

““

3 key messages

1. Web analytics is becoming part of the marketer’s job description

2. There is a growing appetite for data and insight so an increasing demand for web analysts

3. There is a shortage of skilled, technical labour