Why don’t they act on the outcomes of this A/B experiment? How can I bring more meaning to the data? What presentation form will work the best?
Those questions can’t be answered with one single answer. Every situation is different and that’s the beauty of working in this amazing web analytics field.
Working as a Web Analyst is never easy, but always challenging!
The rise of data driven marketing asks for highly skilled Web Analysts. Are you ready to grow? Great, let’s dive into 10 skills to cultivate on your Analytics path!
1. Business Acumen
Always start with a question or “business problem”. It’s literally a waste of time to dive into any Web Analytics tool with no prior goal setting.
Your analysis becomes much more effective if you know what you are solving for. Ask different people a lot of questions if you are not sure where to start.
Watch this video to get a better understanding of “Business Acumen”:
2. Problem Solving Skills
A great Web Analyst is highly analytical and knows how to solve difficult business questions.
This is one of the most important skills to develop further. Be prepared to get many questions from your colleagues, clients, bosses and all the other persons you are dealing with.
Train yourself in deriving insights from data and how to present them in a logical and convincing way. And boost your Web Analytics career.
3. Data Visualization Skills
A picture tells more than 1.000 words. In most cases a picture tells more than numbers as well. Make sure you learn how to present data in a meaningful way. Know your audience and match a strategy that fits.
Learn more about data visualization in Google Data Studio.
And take your time to watch “The beauty of data visualization” movie:
4. Understanding of Traffic Drivers
Maybe it should not be called a skill, but crucially important for sure.
Not too long ago I had a job interview with a starter willing to become a Web Analyst. Unfortunately this person didn’t even know the basics of SEO, Affiliate Marketing and SEA.
How can you analyze and optimize traffic channels without knowing how they work?
You don’t have to be an expert in every field. However, knowing the basics of all online marketing disciplines makes you much more valuable. Devote a few hours per week to enhance your online marketing skill set.
Market Motive’s internet marketing courses might be a great place to start!
5. Adaptation Skills
Learn to work with more than one tool so that you can easily adapt to any situation you might get into. It’s true that Google Analytics is very popular, but knowing how to work with Adobe Sitecatalyst, Sitestat or any other Web Analytics tool is valuable.
Expand your experience to qualitative analytics, usability and competitive analysis tools and you will do great!
6. Strong Communication Skills
You need the ability to interpret complex or technical concepts to a wide range of audiences:
- Find a problem to solve
- Dig through the data and derive great insights
- Choose the best way to present the data
- Convey your message to the audience
- Get things changed!
From experience I know that many Web Analysts need to work on this skill. You get better by doing it!
7. Political Skills
You might work as a self-employed consultant or as a Web Analyst within a company. In both cases political challenges are closer than you might think.
Learn how a company is structured and who makes the final decisions. Your job is at stake if you give many advices and nothing get implemented. Convince others based on true data and insights.
And make sure to overrule the HIPPO’s on your path! For those who don’t know: HIPPO stands for “Highest Paid Person’s Opinion“.
Watch Avinash talk about how to “kill” the HIPPO’s opinion:
8. Technical Skills
It is not your task to code everything on the website. A technical background is not a requirement in most cases. However, it makes your job a lot easier!
You need to communicate to different departments. If you “talk” the language of the technical department, it is definitely a great help.
Patience, it’s really a skill! Be honest, how many of you feel uncomfortable in a waiting line?
A Web Analyst is known to be a fast thinker. Much faster than most people he works with.
Be prepared to step back and help others take the same road. It’s not a race. You will blew it if you are running too fast and nobody can keep up with you!
10. Autodidactic Learning
Last but not least, become a selfstarter. Web Analysts need to keep on learning. Read books, attend seminars and webinars. Build a website!
There are people out there who can teach you new skills. But, there is more. “Learning on your own” is a must on your path to greatness!
What web analytics skills would you like to see in this list? I really like to hear your opinion!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.