Why we should learn Web Analytics?? Web Analytics uses
a browser based system to identify and track visitors through website. It is
able to pinpoint details about visitors, Such as where they go and what they do
while on your website.
In this digital world, Web analytics help you gain a
better understanding of your customers, allowing you to make changes to your
web presence to improve their experience and increase leads, sales, or
conversions. Analyze the value of each visitor, Segment visitors by location, Segment
by traffic sources. Browse referral keywords. All the data are there to analyze
your web presence and strengthen your marketing efforts.
This
requirement has created a whole new career option for web enthusiasts who
understand the platform well and know how to draw out the right analyses based
on web trends. A web analytics consultant helps with understanding a company's web presence and uses those insights to chase a larger horizon. If the above line excites you, this might just be a career path meant for you
HOW DO I BECOME
WEB ANALYST?
There
is no definitive degree that makes or breaks a career in web analytics, but one
must have knowledge and be well-versed in concepts of statistics, marketing,
and technology to be able to optimize their career. Since it is an
ever-changing medium, you will need to keep learning on the job. After gaining
experience, you may carve your own niche in the field by focusing on different
web analytics tools or aspects of the web.
Some
of the specific skills that a web analyst should possess:
Basic
knowledge of website design, information architecture, page layouts, and
various internet marketing options like SEO, PPC, online advertising, email
marketing, etc.
Understanding
of web technologies like HTML, JavaScript, server-side scripting, web servers,
log files, etc.
Understanding
of how web analytical tools interpret numbers and a certain level of analytical
bent of mind to read between the lines
Experience
in using Excel and web analytical tools like Google Analytics, Site Catalyst,
WebTrends, Unica NetInsight, Unica NetTracker, Coremetrics, Omniture,
ClickTracks, etc.
HOW
TO BEGIN YOUR CAREER AS A WEB ANALYST?
If
you are already in the field of web designing or online marketing then it would
be easier for you to shift towards web analytics. Basic knowledge of how the
web works is necessary. The best way to begin would be to read a basics guide
and then follow all the popular blogs and forums on web analytics. Gaining
practical experience is extremely important. If you have a website, implement
Google Analytics and explore its multiple options and features. Finally, get a
job under a specialist so that you can learn more.
FUTURE
AREAS OF SPECIALIZATION IN WEB ANALYTICS:
Web
analytics is an extensive field. There is a need for specialized analytical
expertise, which creates a few sub-categories within the career scope that web
analytics has. You may specialize in one aspect but you have to be well aware
of the others.
Website
analyst: This person tracks what is happening on a company's website.
Tracking visits, clicks, click paths, views, bounces, level of engagement,
conversions, and the places through which the visitors came are a part of his
job. Website analyst must gather insights about how each page of the website is
performing and what changes could be made to ensure that the website goals are
met.
Social
media analyst: As the name suggests, this person is in charge of measuring
and analyzing the social media presence of a company (Twitter, LinkedIn,
Facebook, blogs, forums). He is in charge of checking how effective your social
media activities are and how they can be optimized. A social media analyst
tracks all the mentions of a brand name, what are the engagement levels and
opinions, what are people saying, and what are the trends that the brand is
going through. This field is more qualitative in nature.
Competitive
analyst: This person tracks the activities of competitors on the web and
keeps up-to-date about the industry trends and how will they affect the brand
he works for.
Campaign
analyst: Online advertising, email marketing, PPC campaigns are becoming
extremely popular. The results of these need to be measured by a campaign
analyst. They must ensure that the message is tweaked appropriately to increase
clicks and leads and all the required changes are made to ensure optimum ROI in
future online marketing activities.
Tool
specialist: Having extensive knowledge and expertise on platforms like
Google Analytics or Omniture helps when you need to look at specific data or
manipulate the platforms to acquire the data needed specifically, depending on
the analyses objectives. This person must be a technical expert who can work on
client-specific customizations.
WHERE
CAN YOU GET A JOB?
There
are three potential roles a web analyst could take up:
Work
as a part of marketing team of a company: Big corporations have huge
growing websites and they need a specialist to analyze the visitor behavior in
order to make their website more effective. Many companies are hiring in-house
website/online marketing analyst. To get to this stage you need to have at
least a few years of experience.
Work
as a virtual web analyst: This is a new role coming up where experienced
web analysts can take up analysis work of foreign clients or digital marketing
firms. The visitor/campaign data is sent to them and they work virtually to
offer meaningful insights.
EXPECTED
SALARY
As a
web analytics specialist, your experience adds more to your resume than any
degree. When you start your average salary would be similar to that of a
management trainee. Thereafter, the salary of technical web analysts grows just
like any other technical expert and the salary of business web analyst grows
like a marketing expert. Your company might offer additional income based on
the leads that you bring in through the website or the website goals that you
help achieve. You can even become a freelance web analyst after you gain good
amount of experience.
Of
course, a field as dynamic as web analytics changes every day, and there are
new opportunities created. How and where you find the perfect fit, depends solely
on your interests and your ability to adapt yourself to new things. So go right
ahead and explore this option. Good luck.
Author: NAGARJUNA MAHANTI
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