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Getting Ahead in Web Analytics
Analysing Analytics
Adrian Kingwell
Mezzo Labs
September 2013
“
“
Findings from job boards
Search for “web analytics”
• Monster: 193 jobs
• TotalJobs: 184 jobs
• OnlyMarketingJobs: 193...
“
“
Findings from job boards
“Web analytics positions are the least
likely to be filled”
• Constraint on supply, too few p...
“
“
Findings from job boards
Which tools and skills?
Searching for these terms on OMJ produced these jobs
• Google Analyti...
2008
Avinash Kaushik’s blog -
“Analytics Careers Advice:
Jobs, salaries, technical
and business roles”
The takeaway:
“Stay...
2013
“Web analytics” is now
appearing in digital
marketers’ job ads.
The skills are shifting.
The jobs are changing.
There...
“
“
“
“
Web Analytics skills
survey – interim results
Who are the audience?
Male
78%
Female
22%
Gender split
What is their current
situation? Contractor
15%
Web
analytics
agency
12%
Digital
agency
15%
Client-side
35%
Looking for
wo...
What do salaries look
like? Up to £24,000
£24,000 - £29,999
£30,000 - £35,999
£36,000 - £41,999
£42,000 - £49,999
£50,000 ...
Have analysts relocated
from overseas?
Yes
17%
No
83%
Relocated for work?
What are the most
common tools? 20
11
7
5
0
0
Google Analytics
Adobe SiteCatalyst
Webtrends
ComScore
IBM Unica
iJento
Tool...
How do analysts develop
their skills? 19
8
12
11
12
10
5
Learning on the job
Paid training courses
Free training courses
M...
What new skills/tools are
expected to be in
demand? 6
6
3
4
Tag management
Data mining
Data visualisation/clickmaps
Testin...
Summary
“
“
3 key messages
1. Web analytics is becoming part of the
marketer’s job description
2. There is a growing appetite for ...
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Analysing Analytics: Exposing the gap in the web analytics labour market - Adrian Kingwell

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Speaker slides from the Mezzo Labs event held on 25th Sept 2013. Adrian spoke about the gap in the web analytics labour market.

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Analysing Analytics: Exposing the gap in the web analytics labour market - Adrian Kingwell

  1. 1. Getting Ahead in Web Analytics Analysing Analytics Adrian Kingwell Mezzo Labs September 2013
  2. 2. “ “ Findings from job boards Search for “web analytics” • Monster: 193 jobs • TotalJobs: 184 jobs • OnlyMarketingJobs: 193 (out of 3,724) Note: Some duplicates, many not purely ‘web analytics’ positions
  3. 3. “ “ Findings from job boards “Web analytics positions are the least likely to be filled” • Constraint on supply, too few people • Corporate salary bands mean higher wages are not attracting new blood in
  4. 4. “ “ Findings from job boards Which tools and skills? Searching for these terms on OMJ produced these jobs • Google Analytics 155 • Omniture 39 • Webtrends 15 • Coremetrics 12 • Maxymiser 3
  5. 5. 2008 Avinash Kaushik’s blog - “Analytics Careers Advice: Jobs, salaries, technical and business roles” The takeaway: “Stay Individual, stay Business” But “web analytics” rarely appeared in a marketing job description
  6. 6. 2013 “Web analytics” is now appearing in digital marketers’ job ads. The skills are shifting. The jobs are changing. There is career potential. It only takes 2 years of good Omniture experience to go from exec to manager Exec Manager Director/C onsultant Implementer £25-35k £35-£50k £60-£120k Data miner £25-30k £30-£50k Data-savvy marketer £25-35k £35k-50k Breadth of experience Knowledge of tools Strategy Experience in marketing AND analytics
  7. 7. “ “
  8. 8. “ “
  9. 9. Web Analytics skills survey – interim results
  10. 10. Who are the audience? Male 78% Female 22% Gender split
  11. 11. What is their current situation? Contractor 15% Web analytics agency 12% Digital agency 15% Client-side 35% Looking for work 23% Current job situation
  12. 12. What do salaries look like? Up to £24,000 £24,000 - £29,999 £30,000 - £35,999 £36,000 - £41,999 £42,000 - £49,999 £50,000 - £59,999 £60,000+ Would rather not say Permanent Role Salaries
  13. 13. Have analysts relocated from overseas? Yes 17% No 83% Relocated for work?
  14. 14. What are the most common tools? 20 11 7 5 0 0 Google Analytics Adobe SiteCatalyst Webtrends ComScore IBM Unica iJento Tools Skillset
  15. 15. How do analysts develop their skills? 19 8 12 11 12 10 5 Learning on the job Paid training courses Free training courses My colleagues teaching me Message boards, social networking Tools vendor websites I already have these skills Skills development
  16. 16. What new skills/tools are expected to be in demand? 6 6 3 4 Tag management Data mining Data visualisation/clickmaps Testing/optimisation Hot skills/tools
  17. 17. Summary
  18. 18. “ “ 3 key messages 1. Web analytics is becoming part of the marketer’s job description 2. There is a growing appetite for data and insight so an increasing demand for web analysts 3. There is a shortage of skilled, technical labour

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