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Measure Camp Paris 2017 - Digital Analyst Job Description 2020

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Nicolas Malo, Optimal Ways' founder, animated a session on the job description of the digital analyst in 2020 during the 2017 edition of MeasureCamp Paris.

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Measure Camp Paris 2017 - Digital Analyst Job Description 2020

  1. 1. The Job Description of the Digital Analyst in 2020 June 24th, 2017 - MeasureCamp Paris
  2. 2. 2 Hello I’m Nicolas! • Started my career in the Web / Digital in 1995 • Started my career in DigitalAnalytics 10 years ago. • Started my own consulting agency 5 years ago. • Involved in the DigitalAnalytics Community: MeasureCamp London, MeasureCamp Paris & MeasureBowling • Loves barbecue cooking & cycling
  3. 3. 3 A Few Words on LastYear’s Session • The topic was « Are we close to the end for the web analyst job? » YES NO Integration into « data science », « data mining » Omnichannel scope Automatization Artificial intelligence Technical teams taking ownership of tagging issues Increasing complexity of digital measurement Still a need for evangelists and conductors Analysis skills are difficult to analyze Still a need for creativity in order to explore blue oceans
  4. 4. 4 In 3 years’ time
  5. 5. 5 Major trends around Digital Analytics for the Next 3Years • #1 : Customer Journey Analysis (cross-device, omni-channel) • #2 : More apps & connected objects • #3 : Personalization • #4 : Audience Amplification • #5 : Privacy Protection
  6. 6. 6 What is Usually Present In a Job Description? • #1: Mission • #2: Scope • #3:Tasks • #4: Skills
  7. 7. 7 Missions 1
  8. 8. 8 Current Missions • Defining key performance indicators and analysis needs with stakeholders • Managing data collection & tagging-related projects • Producing reports & dashboards • Performing ad-hoc analysis • Data quality assurance • Evangelist / coaching inside the company or with clients
  9. 9. 9 The New Missions of Digital Analysts in 2020 • User-centric analysis • Predictive analytics • Modelisation / algorithms • Personalization rules management • Technological watch • Testing of new tools • Knowledge transfer
  10. 10. 10 Scope 2
  11. 11. 11 Current Scope • Desktop / mobile sites • Mobile applications
  12. 12. 12 New Scope in 2020 • Interactive Kiosks • Internet ofThings • Games console • SmartTVs • Stores (point of sales data, store heatmaps, shopping assistants, RFID) • Chatbots • New types of devices (iWatch, etc…)
  13. 13. 13 Tasks 3
  14. 14. 14 CurrentTasks • Business RequirementsGathering • Tool Implementation & Day-to-day Operations • Data Export &Visualization • Data Crunching & Analysis • Recommendations • Testing & Optimization
  15. 15. 15 NewTasks in 2020 • Data Management: data reconciliation, data clean up and data activation • Adhoc database creation • Strategy & Project Management • Anomaly detection
  16. 16. 16 Skills 4
  17. 17. 17 Current Skills • Knowledge of the digital eco-system • Proficiency in DigitalAnalytics concepts • Expertise with DigitalAnalytics &Tag ManagementTools • Project Management • Understanding of HTML, CSS, JavaScript & SQL • Analytical skills • Communication / story-telling skills
  18. 18. 18 New Skills in 2020 • Visualization • ETL / Database / API / R / Python / Hadoop knowledge • User Interface • Business analytics • Psychology • Interpersonal communication
  19. 19. 19 ThankYou to All Participants!

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