In every market and in every profession there are always challenges we need to face.
In the digital analytics world I see these challenges growing every day. What about you? Do you feel the same?
Technology becomes smarter, paid click prices are continuously on the rise and a lot of people are near their retirement age.
In this article I will show five important challenges that we have to deal with in the digital analytics world.
Anything to add? I welcome you to get involved in the comment section.
Digital Analytics World
A few weeks ago I was busy making an overview of the current digital analytics landscape.
Where are we now and where are we heading?
A lot of things came to my mind: including numerous of challenges we are currently facing and a few that we will face in the upcoming decade.
In the following paragraphs, I like to share five of these challenges with you.
1. Web Analyst and Digital Analyst
There are many definitions of a Web Analyst and a Digital Analyst out there.
Some people say “digital analyst” is a modern definition of “web analyst”.
In my opinion I would define them (in simply words) as follows:
- Web Analyst: someone who uses online website data to analyze and optimize online goals
- Digital Analyst: someone who uses online website data and also other data sources to analyze and optimize online goals
In simple words, I feel we are making a shift (it started a few years ago) and you should get ready:
- Make sure to learn more about business intelligence and how to use different data sources to optimize the online outcome
- Learn at least the basics of the major online marketing disiplines: Analytics, Conversion Optimization, SEO, SEA, Social, Mobile and Email Marketing
I recommend to read my article about the top analytics educations options if you want to improve your knowledge and skills.
And you might want to get involved into this very important project of the Digital Analytics Association as well.
2. DIY and Automation Fear
Another important thing people are talking a lot about is automation. I have to admit I love automation to a certain extent!
The more that is automated, e.g. reporting and finding first insights, the more we can concentrate on the aspects that really crack our brains! :-)
However, it depends on your skill level whether you stay in the game or not.
So I recommend to really develop the crucial web analytics skills in this automation age.
3. Reporting and Analysis
Stop only doing reports and invest your time to become a real analysis Ninja.
Especially in an age of automation, you should no longer limit yourself, your company and clients to reporting.
Educate you boss, clients and colleagues and move up the ladder.
4. Analytics Theory and Practice
Everybody is busy reading, sharing, liking, tweeting – just to name a few – each other’s content.
I don’t say you shouldn’t do this, but don’t limit yourself. And if you share, make sure to actually read the content before!
If I could give you one advice: start a website or even better, an online business.
You could integrate all the aspects of online marketing and really learn how Analytics fits in the complete picture.
Get out of your chair, interact, volunteer and talk to peers as well.
5. Business and Technical
In short, choose your Analytics role wisely.
Almost no one can be a marketing and technical hero at the same time. Draw a clear career path and stick to it.
Of course, if you really need to make some changes, just do it!
A lot of people out there know a bit about A, B and C. If a specialization is required, just concentrate on one or two things at a time.
Avinash wrote a great post in 2009. It’s about Analytics Career Advice and you should definitely read it!
This is it! I hope these points help you in making wise decisions for your future.
If anything is on your mind, please bring it up and add some extra value to this post.One last thing... Make sure to get my extensive checklist for your Google Analytics setup. It contains 50+ crucial things to take into account when setting up Google Analytics.