Web Analytics 101 & Career Advice

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In this presentation to to Villanova University students, I explain the basics of web analytics and how to get a job in the field.

In this presentation to to Villanova University students, I explain the basics of web analytics and how to get a job in the field.

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  • I will for sure be picking up Web Analytics 2.0!

    I checked out the Web Analytics Wednesday site, but it doesn't look like there are any meetups in my home city of Vancouver, Canada. Maybe I can change that sometime soon...!

    Jessica
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  • Hi Jessica,

    I'm glad it could be of use. Avinash just came up with a new book, Web Analytics 2.0, which you might also want to pick up.

    If you can make it to a Web Analytics Wednesday, that's good for networking.

    Cheers,
    -Alex
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  • Thank-you so much for posting this Alex! I'm just starting out in Web Analytics & your information is invaluable! I've done just two of your suggestions so far, which are to read Web Analytics - An Hour a Day and sign up for UBC's Web Analytics program. I was searching around online for career advice and luckily found your slides. I look forward to following your blog and reading any books you may have!
    -- Jessica
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Transcript

  • 1. WEB ANALYTICS 101 Alex Cohen | www.alexlcohen.com | ClickEquations
  • 2. Agenda  60 Seconds About Me  Web Analytics – Why should I care?  Starting a Career in Web Analytics  Q&A
  • 3. Alex Who?  Manager, Marketing of ClickEquations  Blogger at Digital Alex  Site - www.clickequations.com  Blog - www.alexlcohen.com  Blog - www.clickequations.com/blog  LinkedIn - http://www.linkedin.com/in/alexcohen  Twitter – clickequations  Twitter - digitalalex
  • 4. Web Analytics – Why Should I Care?
  • 5. Why Does It Matter? • No undergraduate training • Poorly understood • Field still young • Requires unique skills – Analytical ability Demand – Persuasive Supply communication – Business acumen – Technical facility
  • 6. 4 Basic Elements of Web Analytics 1 People 2 Sources of Traffic 3 Site Interaction 4 Outcomes
  • 7. What Is Web Analytics? Web analytics is awesome!
  • 8. Starting a Career in Web Analytics
  • 9. 3 Biggest Barriers to Breaking Into Web Analytics 1. Recognized academic credentials 2. Real-world analytics experience 3. A well-connected social/professional network The Solution? WEB ANALYTICS BOOT CAMP! Source: James Gradner, Aquent
  • 10. Week 1 - Stock Your Web Analytics Library 1 Web Analytics: An Hour A Day - Avinash Kaushik 2 Web Site Measurement Hacks - Eric Peterson Big Book of KPIs – Eric Peterson 3
  • 11. Week 2-3 – Start a Blog and Measure It 1 Pick A Topic Ooh, pick me, pick me! 2 Pick A Blog Platform 3 Measure Your Blog
  • 12. Week 4 - Join The Web Analytics Community  Sign up for the Yahoo Web Analytics Forum  Read web analytics blogs  Occam's Razor - Useful web analytics how-tos  Web Analytics Demystified by Eric Petersen  Analytics Talk – All about Google Analytics  The Commerce360 Blog - search engine marketing and Omniture  GrokDotCom by Future Now - a variety of interactive marketing topics beyond measurement  Digital Alex by me, Alex Cohen  Meet people at a Web Analytics Wednesday
  • 13. Week 5 - Investigate Training Options 1 Association 2 Vendors 3 Videos 4 Articles 5 Certification
  • 14. Week 6 – Plan out the next 6 months  Learn about testing  Offermatica, Optimost, Sitespect  Try it out for free with Google Website Optimizer  Explore voice-of-the-customer (VOC) measurement  Foresee, Opinion Labs or iPerceptions  Attend the eMetrics Marketing Optimization Summit  Explore everything else!  User experience  Paid search marketing  Search engine optimization  Volunteer to help a small business
  • 15. Find A Job in Web Analytics
  • 16. Job Resources  Recruiters  Corry Prohens, http://www.linkedin.com/in/corryprohens  Job Sites  Network Philadelphia Interactive Marketing Association, aka PhIMA, www.phillyinteractive.org
  • 17. Philly Area Interactive Companies Commerce360 | Avenue A – Razorfish | Comcast Interactive Media | G2 Interactive Empathy Lab | Cadient | Digitas Health (formerly MBC) | GSI Interactive TMX | Red Tettemer | Ascentive | NetPlus Network at the Philadelphia Interactive Marketing Association www.phillyinteractive.org
  • 18. Q&A  Manager, Marketing of ClickEquations  Blogger at Digital Alex  Site - www.clickequations.com  Blog - www.alexlcohen.com  Blog - www.clickequations.com/blog  LinkedIn - http://www.linkedin.com/in/alexcohen  Twitter – clickequations  Twitter - digitalalex
  • 19. WEB ANALYTICS 101 Alex Cohen | www.alexlcohen.com | ClickEquations