Education, training and career development in online analytics

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Education, training and career development in online analytics

  1. 1. Education, trainingandcareerdevelopmentin online analytics<br />Web Analytics Wednesday<br />Bratislava, Slovakia<br />30 June, 2010<br />
  2. 2. Jiří Brázda<br />Optimics founder<br />5 yrs of practitioner / consultant experience<br />Web Analytics AssociationRegionalManagerforCEE<br />Web Analytics Wednesday CZ & SK organizer<br />Tools: Omniture SiteCatalyst, UnicaNetInsight, Yahoo Web Analytics, Google Analytics<br />Education, training and career development in online analytics<br />2<br />
  3. 3. (Online) analytics is going to yield highly demanded and valued jobs in CEE<br />3<br />Education, training and career development in online analytics<br />
  4. 4. Tip oftheicebergin Czech Republic<br />All major telco operators have at least one dedicated FTE web analystusingadvanced analytics tools:<br />Telefónica O2 + Google Analytics<br />T-Mobile + Webtrends<br />Vodafone + Omniture<br />Education, training and career development in online analytics<br />4<br />
  5. 5. web analytics continues to grow<br />Education, training and career development in online analytics<br />5<br />While SEO has hit its value ceiling<br />
  6. 6. Companies are shifting their web analytics budgets from technology to people<br />Education, training and career development in online analytics<br />6<br />Source: http://econsultancy.com/reports/online-measurement-and-strategy-report<br />
  7. 7. Demand for analystsis steadily high(6% of all job postings are open for analysts)<br />Education, training and career development in online analytics<br />7<br />
  8. 8. Education, training and career development in online analytics<br />8<br />But we need more analysts actually use analytics…<br />… and do optimization<br />
  9. 9. Same here<br />Okay, I’m sold<br />Education, training and career development in online analytics<br />9<br />So how can I break into web analytics?<br />
  10. 10. Choose who you want to be > there are 3 types of web analytics jobs<br />Education, training and career development in online analytics<br />10<br />
  11. 11. 1) Implementation developers<br />These guys focus primarily on all things technical such as tweaking data collection javascripts = they should be your best friends<br />Education, training and career development in online analytics<br />11<br />
  12. 12. 2) Reporting monkeys<br />Reporting monkeys work hard reporting interface of their (analytics) tool to make sure empty report gaps are filled on time but somebody forgot to tell them reporting could/should be automated<br />Education, training and career development in online analytics<br />12<br />
  13. 13. 3) Analysts<br />Any optimization efforts require to be led by change agents and analysts have privilege to be the first to see opportunity<br />Education, training and career development in online analytics<br />13<br />Source: http://www.multichannelmetrics.com/<br />
  14. 14. And when you become veteran web analyst please move over here:<br />Education, training and career development in online analytics<br />14<br />Or here: http://online-behavior.com/analytics/web-analyst-career-522<br />
  15. 15. Start reading<br />Education, training and career development in online analytics<br />15<br />(mindyou, this is not going to be a comprehesive list of 101 things to readbutrather just a carefulselectionofthecriticalfewthatshouldgetyoustarted)<br />
  16. 16. AvinashKaushik<br />This guy has done more than anybody else to bring web analytics to the masses. His blog http://www.kaushik.net/avinash/and his book Web Analytics: An Hour a Day are good starting points<br />Education, training and career development in online analytics<br />16<br />
  17. 17. There are more blogs, of course<br />These focus on detailed how-to articles:<br />Adam Greco – become Omniture experthttp://www.the-omni-man.com/<br />Justin Cutroni– become Google Analytics experthttp://cutroni.com/blog/<br />Jim Novo – learn about customer value and other things badly missing in traditional web analyticshttp://blog.jimnovo.com/<br />And millions more, look for blogrolls above<br />Education, training and career development in online analytics<br />17<br />
  18. 18. Get yourself some education<br />Education, training and career development in online analytics<br />18<br />
  19. 19. There are 100% online courses<br />University of British Columbia Award of Achievement in Web Analytics<br />Delivered in collaboration with WAA<br />http://www.tech.ubc.ca/webanalytics/<br />MarketMotive’s online course<br />Led by AvinashKaushik<br />http://www.marketmotive.com/<br />Education, training and career development in online analytics<br />19<br />
  20. 20. Get hands-on experience<br />Education, training and career development in online analytics<br />20<br />
  21. 21. Work on non-profit projects<br />Analysis Exchange<br />Connecting experienced mentors and students willing to work on small-scale projects<br />Designed by Web Analytics Demystified<br />http://bit.ly/analysis-exchange<br />Web Analytics Without Borders<br />Long-term partnership between Web Analytics Association and Save the children<br />Open to WAA members only<br />Education, training and career development in online analytics<br />21<br />
  22. 22. Join the associationand start networking<br />Education, training and career development in online analytics<br />22<br />
  23. 23. Web Analytics Association<br />Certification, education,research, standards<br />regular webcasts<br />science journals<br />eventdiscounts<br />networking opportunities <br />and more<br />www.webanalyticsassociation.org<br />Education, training and career development in online analytics<br />23<br />Central and Eastern Europe and other emerging markets get 50% discount on membership fee!<br />
  24. 24. Meetyourpeers<br />Web Analytics Wednesday is a bestopportunity to meetnewpeople, shareknowledgeandexchangeexperience<br />There are also many analytics conferences:<br />Education, training and career development in online analytics<br />24<br />
  25. 25. Finalpieceofadvice: followmetwitter.com/jiribrazda:-)<br />jiri.brazda@optimics.cz<br />(+420) 602 345 620<br />

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