Mark Harmanos and Wayne Wyatt

2. Mike focuses on reporting, insight
conceptualization, channel optimization,
and customer experience optimization
via A/B testing and surveying.
Mike Harmanos
Marketing Analyst for Yamaha Music USA
Wayne Wyatt
Director of Digital Analytics Excellence
Wayne has 20 years of experience working
with over 100 brands across different
verticals like retail, publishing, B2B, and
more.
@waynewyatt @mikeharmanos

3. what is the DAASelf-Assessment
It allows you to rate
yourself against the key
defined competencies of
successful digital analysts.

4. steps of the DAASelf-Assessment
5 easy steps:
1. Identify
2. Assess
3. Review
4. Development Plan
5. Explore Careers

5. advancement with the Self-Assessment
It can advance your career
• Document your strengths
• Determine what skillsyou need
• Identifyresourcesto fill your skill gap
• Benchmarkyour results
• Create a professionaldevelopment plan

6. how can the SelfAssessment help my team
• Identify gaps in your team’s skillsets
• Benchmark your team’s strengths
• Figure out the best fit for each member
• Determine the appropriate level for
new team members

7. let’s jump into some of the
task statements you will
be rating for your Digital
Analyst Self-Assessment

8. task statement: 1
Design and build reports
using tools (e.g., Web
analytics tools, Excel,
Tableau) to monitor
business performance.

9. task statement: 1
knowledge
• Businessobjectives
• MetricsandKPIs
• Analyticandreportingtoolcapabilities
skills
• Generatingreportsfromanalytictools
• Basicdatavisualization
• Automatingorcreatingefficienciesinreporting
• Clarifyingthepurpose/use/audienceofthereport,identifyingthebestKPIsand
supportingmetrics,andcreatingaleanreportthatfulfillsthebusinessneedanddoes
notcontain“noise”
• Stakeholdermanagementandexpectationsetting

10. task statement: 2
Monitor data quality using
basic statistical techniques
to improve confidence in
the data used for
analysis.

11. task statement: 2
knowledge
• Databasecomponents
• Descriptivestatistics
• Trendanalysis
skills
• Usingspreadsheettools
• Applyingaudittools
• Writingqueries
• Applyingstatisticaltechniques
• Auditsoftware
• Datacapture
• Tagcode/JavaScript

12. task statement: 3
Evangelize a measurement culture
and contribute to analytics
documentation (e.g., data dictionary,
variable map) using knowledge
management tools (e.g., SharePoint,
Wiki) to provide a reference repository
for the organization.

13. task statement: 3
knowledge
• Knowledgemanagementtools
• Businesscontextandorganizationculture
• Metrics
skills
• Technicalwriting
• Editingknowledgemanagementtooldocuments
• Makingpresentations

14. task statement: 4
Participate in evaluation of
digital analytics technologies
based on established
criteria in order to satisfy
business needs

15. task statement: 4
knowledge
• Digital analytics products
• Evaluation criteria
skills
• Reviewing businessand technicalspecifications
• Summarizing productevaluations

16. task statement: 5
Compile metadata to
categorize values for
analysis and reporting
(e.g., products, campaigns,
location, scoring, and flags).

17. task statement: 5
knowledge
• Existingdatavaluesandstructures
• Datatransferprocess(e.g.,FTP)
• Classificationprocess
• Lookuptables
skills
• Uploadingdata
• Datamanipulation

18. task statement: 6
Perform quality assurance
(QA) testing using tools and
methods suitable to the
business environment to verify
that data appears within digital
analytics tools as expected.

19. task statement: 6
knowledge
• Businessneeds
• Businesscapability/feasibility
• Debuggingprocesses
• Debuggingtools(e.g.,Charles,Firebug,Bloodhound,
ObservePoint,TMSand/orHTML/JavaScriptandCSS)
skills
• Executingtestplans
• Workingouthowtoapplybestpracticeinareal-worldsetting.
• Testingformobileenvironment(websiteandapp)mobile
emulationtool.

20. task statement: 7
Describe how analytics code
libraries (e.g., s_code.js,
analytics SDKs) function to
execute the analytics data
collection process.

21. task statement: 7
knowledge
• Vendorsoftwaredevelopmentkits(SDK)functionalityandcode
skills
• Reading,interpreting,andmodifyinganalytics codelibraries
• Programminginintegrateddevelopmentenvironments(IDE)
• Creatingsupportingclasslibraryfiles
• Communicatingtechnicalinstructionstodevelopers

22. task statement: 8
Document analyses requested and
completed in a database to maintain
institutional memory so that analyses are
not repeated without due cause and so
that analysis recommendations are
consistent and never contradictory
between projects

23. task statement: 8
knowledge
• Requestcategorization
• Documentationstandards
skills
• Documentation
• Classification
• Indexing
• Communicatingclearlyaboutanalysisrequest
denials

24. task statement: 9
Contribute to the ongoing
maintenance of an institutional
memory resource so that analysis
requests are not repeated without due
cause, and analysis recommendations
are consistent and not contradictory
between projects.

25. task statement: 9
knowledge
• Organizational bestpractices
• Documentationmethodsandstandards
• Databasestructure
• Requestcategorization
skills
• Consistentanduniformrecordkeeping
• Regularlyconsultingtheresourceforguidance
• Maintenancemanagement
• Communicatingclearlyaboutanalysis requestdenials

26. task statement: 10
Gather business requirements
for data collection to provide
implementation guidance to the
technical team.

27. task statement: 10
knowledge
• Businessobjectives
• Businessenvironment
• Dataelementsrequired
• Datarelationships
skills
• Interpretingbusinessobjectives
• Documentingbusinessrequirements
• Advisingonbusinessobjectives
• Userinteractionanddataflow
• Stakeholdermanagement
• Analytics tools
• CollaborationwithIT

28. task statement: 11
Build models (e.g.,
explanatory, predictive) using
statistical tools to address
business questions

29. task statement: 11
knowledge
• Organizationalenvironment
• Predictivestatisticalmethods
skills
• Datamanipulationtools
• Applyingdataminingtools

30. task statement: 12
Execute analysis (e.g.,
segmentation, campaign) using
analytic and/or statistical/applied
statistical tools (e.g., Excel, SAS,
R) to address business questions,
issues, and opportunities.

31. task statement: 12
knowledge
• Analytic tools
• Analytic methodologies
• Attribution(e.g.,last-click,linear,weighted,etc.)
• Businessobjectives
skills
• Applying quantitativemethodstodata
• Correlatingdata
• Assessingsignificance
• Interpretingdataandtranslatingfindingsintobusiness
insightsandrecommendations

32. task statement: 13
Communicate analytic
findings and actionable
recommendations in a
manner tailored to the target
audience.

33. task statement: 13
knowledge
• Presentationanddatavisualization tools
• Audiencerequirements(needs)
• Businessobjectives
skills
• Presentingcomplexinformation
• Usingpresentationandvisualization tools
• Interpretingcomplexdata,elicitingthemostimportantpoints,
andsummarizingwithclarity
• Adaptingcontenttodifferentaudiences
• Persuasion

34. task statement: 14
Compile, integrate, and analyze
data from multiple sources to
identify trends, expose new
opportunities, and answer
ongoing business questions.

35. task statement: 14
knowledge
• Businessobjectivesandenvironment
• Macrotrends
• Businessecosystem
• Onlinesurveytool
skills
• Combiningdatasets
• Analyzing multipledatasets,includingreconciling
contradictoryorinconsistentfindings
• Technicalecosystem
• Third-partydatasources
• Distribution/publicationofdata

36. task statement: 15
Analyze optimization testing
results using statistical methods
to make recommendations to
improve user experience and
business results.

37. task statement: 15
knowledge
• Optimizationtools(e.g.,A/Btestingtools,multivariatetesting
tools)
• Dataqualityissuesandmethods
• Multivariatetesting(MVT)
• Testingtool’simplementationandimpactsondata
skills
• Applying statisticalmethods
• Interpretingtestresults
• Determiningstatisticalsignificance

38. task statement: 16
Use key performance
indicators (KPIs), diagnostics,
drivers, and indicators to
measure performance
against business goals.

39. task statement: 16
knowledge
• Businessgoals
• KPIs
skills
• Analyzingdata
• Creatingdashboards
• Generatingreportsfromanalytictoolsanddata
visualization

40. task statement: 17
Obtain and incorporate
benchmark data (internal,
external) into reports and
analysis for comparison
purposes

41. task statement: 17
knowledge
• Digitaldataresources
• Businesscontext
• Descriptivestatistics
• Industryandchannels
skills
• Aggregatingdata
• Datavisualization

42. task statement: 18
Translate business requirements
into technical specifications and
implementation instructions using
standards and best practices
(e.g., industry, vendor, company).

43. task statement: 18
knowledge
• Standarddatadictionaryusage
• Tagcapabilities
• Datalayercomponents
• Wireframedesigns
• Userandprocessworkflow
skills
• Writingtechnicalrequirements

44. task statement: 19
Assist in troubleshooting
implementation issues
using tools and methods
suitable to the technical
environment.

45. task statement: 19
knowledge
• Programminglanguages(e.g.,Web:HTML,JavaScript;
MobileApps:Objective-C,Java)
• Debuggingprocesses
• Datacollectionmethodologies
skills
• Usingtaggingdebuggers
• Programmingskills
• Interpretingtechnicaldesigndocuments

46. task statement: 20
Monitor analytics governance
compliance across enterprise
teams to improve the
consistency of sources, data,
and analysis.

47. task statement: 20
knowledge
• Standardsandcompliancerequirements
• Descriptivestatistics
• Gapanalysis
• Rootcauseanalysisandescalationprocess
skills
• Reporting
• Analyzingdata

48. task statement: 21
Execute test plans and
document test results based
on analytic requirements to
validate implementations.

49. task statement: 21
knowledge
• Solutionimplementation
• Toolcapability
skills
• Developingtestplans
• Usingtestscriptingtools

50. Once you have your Self
Assessment results, what
are the next steps?

51. what to do with your results
Professional Development Plan
• Focus,prioritize,andmanageyourprofessional
developmentgoalsandactivities.
Explore Digital Analytics Careers
• Startexploringotherjob opportunitiesontheDigitalAnalytics
AssociationJobBoards.

52. Once you have identified
skills needed to grow in
this industry, how to you
obtain them?

53. real world experience
Analysis Exchange
Providing free web analytics consulting to
non-profits.
On The Job Experience
Don’t be afraid to try something new in
your current position.

54. educational resources
DAA Open Member Forum
Search for Thread:
DigitalAnalyst Educational Resources