Web analytics specialists use a variety of tools to determine which online marketing tactics are working for a company and how these efforts can be improved. These analysts should be proficient in various coding languages and able to create automation methods for tasks which will be carried out regularly, and a strong understanding of Google Analytics is also necessary for this position.
Web analytics specialists use online tools to determine why traffic is moving in a certain way, such as at what point in the process a customer leaves the website or what encourages them to complete a purchase. It's also important to determine which sorts of marketing tactics on search engines, such as keywords and advertisements, are successful and what can help the company drive more traffic to the website. These analysts regularly monitor performance across various search engines, such as Google, Yahoo!, and Bing, and collaboration with others within the company, such as marketing and sales teams, may also be required to develop strategies to reach target customers and analyze the different search engines in use.
Problem-solving skills and eagerness to face and overcome challenges are beneficial in this position, as is the ability to multitask, as many different campaigns may be overseen at once. A bachelor's degree in information technology, computer science, or a related field is often a minimum requirement for this position, and many employers also require prior experience in analytics which can be acquired from past employment or apprenticeships.
Web Analytics Specialist Tasks
Organize, interpret and summarize findings, creating presentations and reports.
Analyze data using statistical methods to identify trends, meet organizational goals and feed dashboards.
Define metrics and track, analyze and report on specific project outcomes.
Import, clean, review, expand, validate and document datasets.
Engage across units to identify and meet data needs.