Web Analytics Recruitment
Matt Hopkins posted in Web Analytics on March 19th, 2007
So what does a company want in a Web Analyst? And why is it so hard to find in the current market?
A web analyst in my mind is someone who looks at the web analytics data from their website(s) and draws conclusions on what action should be taken within the business and on the website in order to increase Key Performance Indidicators.
In order for a web analyst to have any chance of improving a business they need to understand the web analytics terminology, understand the business that they are in and how performance is measured, and how web analytics can be used to improve the business.
From speaking with various members from the Uk Web Analytics industry and my personal experience I would suggest that the following skills are required:
- analytical skills
- the ability to make business decisions based upon data
- knowledge of marketing, especially online marketing
- understanding of the technology behind the internet
- a passion for problem solving
- programming ability in order to realise solutions
- knowledge of the business
Now this is a difficult mix to achieve mainly because technical people are not often interested in the concepts of marketing and likewise marketing people don’t always have a very technical background.
My suggestion for recruiting those people is to start with a technical or analytical person and then teach them the required marketing concepts, this is because I have found that the ability to be analytical can rarely be taught.