Digital analytics upskilling & career tips

Digital Analytics Upskilling
& Career Tip

Can We Actually Guess Your
Profession?
quizdoo.com/can-we-actually-guess-your-profession/

And “apparently” this is me...
http://www.zimbio.com/quiz/rLuIu8LC2yD/Simpsons+Character

twitalyzer.com
Can We Guess your interests...

Guess where you live...
app.teachingprivacy.com

Logged-in data...
(What does Google know about you)

What does Google know about me?
Google for “Google Ad Settings”
https://www.google.com/settings/u/0/ads

Nay!
Yah!
Click to see what Google thinks are
your interests…

Salary info (£UK crawl data) Mar-2016
#MeasureCamp 2016
harnham.com/web-analytics-jobs

Salary info (€EU crawl data) Mar-2016
#MeasureCamp 2016
harnham.com/job/digital-
analyst-jobid-23464

Salary info (Survey data) Nov-2014
Junior Mid Senior Director / C Level
Web Analytics £20-25k £25-35k £35-50k £50-90k
Years exp 0-3 3-7 8+
Source: Pg38 from November-2014 South West Salary Survey by AdLib (Sample size unknown)
http://www.adlib-recruitment.co.uk/blog/wp-content/uploads/2015/12/Salary-Benefits-and-Em

Salary info (London Survey data) Jan-2014

http://www.itjobswatch.co.uk/jobs/uk/senior%20web%20analyst.do
“Senior Web Analyst” £44.5K avg
Salary info (From Web scraping)

http://blog.jobs4web.co.uk/wp-content/uploads/2012/05/web-jobs-average-salaryi-
nfographic_mar2012.jpg
“Web Analyst” £38.4K avg
Salary info (Survey data) Mar-2012

http://www.cwjobs.co.uk/salary-checker/average-web-analyst-salary
“Web Analyst” £37.5K avg

“Web Analyst”
http://www.payscale.com/research/UK/Job=Web_Analyst/Salary

http://d2f7pji75fjg5q.cloudfront.net/wp-
content/uploads/2012/04/daa_us_compensation_web_analyst_infographic.png
USA
Salary info (Survey data) Apr-2012

http://d2f7pji75fjg5q.cloudfront.net/wp-
content/uploads/2012/04/daa_us_compensation_web_analyst_infographic.png
USA >> GBP £42k avg in USA
Salary info (Survey data) Apr-2012
Salary RANGES
By City / Seniority
Digital
Analyst
1-2yrs
Digital
Analyst
2-4yrs
Digital
Analyst
4-6yrs
Digital Analytics
Manager
<5
Digital Analytics
Manager
6+yrs
Digital Analytics
Director
<6yrs
Vice
President of
Analytics
New York, NY
£47,610 £58,650 £72,450 £89,010 £102,120 £104,190 £158,010
San Francisco, CA
£45,540 £60,030 £69,690 £95,220 £99,360 £102,810 £149,040
Los Angeles , CA
£43,470 £55,890 £59,340 £83,490 £90,390 £93,840
Chicago, IL
£42,780 £53,130 £77,280 £77,280 £92,460 £93,150
Boston, MA
£43,470 £54,510 £62,790 £73,140 £89,010 £109,710 £133,860
Seattle, WA
£42,090 £48,990 £51,060 £86,940 £110,400 £102,810
Salt Lake City, UT
£33,120 £42,780 £56,580 £63,480 £71,070 £77,280
Atlanta, GA
£38,640 £51,060 £53,130 £73,140 £84,870 £95,220 £154,560
Philadelphia, PA
£42,090 £53,130 £48,990 £72,450 £95,910 £114,540
DC Area, DC-VA
£40,710 £48,300 £50,370 £76,590 £97,290 £95,910
Virtual / Remote
£44,160 £52,440 £62,790 £76,590 £87,630 £114,540
US Entry Level: 2yrs
£42K ($61k)
US Mid Level: 6yrs
£85k ($123k)
US VP Level: 6+yrs
£142K ($206k)

3 types of Analytic`s Organisations
Agency
Side
Vendor
Client
Side
Agency-side
- Pros: Wide variety of experience with
different clients, tools and business
models.
Can be a fast-paced environment,
which many thrive on.
- Cons: Business knowledge may not be
as deep as it would be working client-
side, since attention is often split
across multiple clients.
Web Analytics vendor
For example Adobe Omniture, Webtrends, GA.
- Pros: Ability to influence product
development. Deep knowledge of one tool,
varied experience spanning many clients and
sectors.
- Cons: Knowledge may not be as deep as when
working on the client-side. Sometime only
involved in initial implementation and not full
project. Some vendor have unique way of doing
things since they are focusing on one product
and how they tackle analytics challenges.
Client-side
Pros: Opportunity to really
contribute to and deep drive analytics in an
organisation and develop a team.
Cons: Experience may be narrower, one
business model and one or two tools.
Note: The Size of
Agency or Client also a
factor in role/tasks.

Rates for Agency vs Client side?
(London Survey Feb-2014)
Client
side
Agency
Side
Diff
Junior £26,161 £23,310 -12%
Mid-level £39,486 £35,766 -10%
Senior £61,873 £60,830 -2%
C-level £114,199 £95,212 -20%
Pg16
http://www.propellondon.com/uploads/resource/Digital_Salary_Insights_5th_edition.pdf

Skills needed to be a Good Analyst

3 flavours of an Analyst
Business
TechnicalAnalytical
Account Manager
Strategic
Client facing
Project Management
Sales & Account Management
Chatty
Developer
JS skills for Custom HTML
GTM skills for DOM scrapping
Big Query Skills
Logical
Analyst
Familiar with Analytics Web interface
Excel & data mining skills
PowerPoint & presentation skills
Naturally Curious

Video explaining the DAA skills test
youtube.com/watch?v=sxV9d0TeVy8

DAA: Skills Test & Gap Analysis
daa.devwareapps.com/DAA/GapAnalysis

DAA: Skills Benchmarking
daa.devwareapps.com/DAA/GapAnalysis

Video explain most
common Job Description
youtube.com/watch?v=jngMfa4t_Bc
Video explaining common
skills used Job Descriptions

Full report on Job Descriptions skills...
(from 2012)
https://www.dropbox.com/s/l0qvx4maxzw3e0b/2012%20DAA_Web_Analyst_Job_Task_Analysis_Report.doc?dl=0

Facebook character (here`s mine)
http://labs.five.com/i6p57kfn85tb

Find students with
a similar Character or Mindset to me
(based on Facebook posts)
I was looking for a student with...
High Extraversion
Agreeable with me
Moderately Conscientiousness
Slightly Neurotic
More Open than me

Results
Extraversion
Energy, positive emotions, surgency, assertiveness, sociability and
the tendency to seek stimulation in the company of others, and
talkativeness.
Agreeableness
A tendency to be compassionate and cooperative rather than
suspicious and antagonistic towards others. It is also a measure of
one's trusting and helpful nature, and whether a person is generally
well tempered or not.
Neuroticism
The tendency to experience unpleasant emotions easily, such as
anger & anxiety. Neuroticism also refers to the degree of impulse
control.
Conscientiousness
A tendency to be organized and dependable, show self-discipline, act
dutifully, aim for achievement, and prefer planned rather than
spontaneous behaviour.
Openness
Appreciation for art, emotion, adventure, unusual ideas, curiosity, and
variety of experience. Openness reflects the degree of intellectual
curiosity, creativity and a preference for novelty and variety a person
has. It is also described as the extent to which a person is imaginative
or independent, and depicts a personal preference for a variety of
activities over a strict routine.

Facebook tell me about myself?
http://www.wolframalpha.com/facebook/

What can I learn from my Tweets?
(tool not currently working) tweetpsych.com
Try twitalyzer.com

Psychometric data insight
(run this on yourself)

“flag page” 20 question survey to find
your motivations
www.flagpage.com

“eHarmony” 100 question survey to fins
your character

180 question
“Clifton-gollup”
strength test
results…
strengthstestapp.workuno.com/freesf10.html

Also... Personality Tests
http://www.16personalities.com/

aka Phils version of
360 degree-employee reviews
Peer reviews insight

Or can you guess a persons Job Title
based on Linkedin Endorsements?

The importance of good
Social endorsements will increase!
bit.ly/socialcapitalvideo

Places to get...
Social endorsements & badges
• Forums (google groups)
• GitHub (code collaboration)
• Meetup group ratings!
Example Badges
• Best Answer
• Rising Star
• Top Contributor
• Level 20

Online challenge & Gamificaiton

Real world example of Social
endorsements (aka 360 reviews)

…and what does my iCard look like?
How do I view myself?

Who does Google think you are?

Links to “Brand yourself” micro sites
• brandyourself.com
• branded.me
• about.me
• flavors.me
developer.linkedin.com/support/developer-program-transition
• clippings.me
• storify.com
• vizualize.me
• behance.net
Note: LinkedIn blocked most of these sites on 19th May :(

Video Example from
Marketing & Analytics Graduate
• youtube.com/watch?v=ydnuHQhOUJc
• behance.net/HollyCumming
• holly-cumming.branded.me/

Example of work on slideshare
• www.slideshare.net/HollyCumming/anonymis
ed-google-analytics-feb-2015-47565707
• slideshare.net/phildpearce/presentations

WA exchange:
Student + Mentor + Charity
• www.slideshare.net/phildpearce/computeraid-
final-presentation
• www.webanalyticsdemystified.com/ae/what-is-
analysis-exchange.asp

My LinkedIn journey…
(tool depreciated) http://timeline.linkedinlabs.com/

Other Analyst`s in the field…

Excel: PPC algo & rank & reach tool
MS Access: PPC database & Tea Rota
PowerPoint: Dark Analytics
presentation & Effects of cookie law
Reports/Audits: SEO, PPC, CRO,
Analytics and Cookie law.
Examples of work

Common Job Description parts...
Reporting and Forecasting
Develop dashboards to provide insight and drive business decisions
Present performance reports to management, stakeholders and clients
Assess reporting needs and how they relate to business requirements
Create automated reports
Create in-depth customized reports
Monitor performance trends
Develop forecasts for key performance indicators
Make actionable recommendations based on insights
Develop usability reports, usage test reports and dashboards with recipients to ensure continued relevance
Ability to put the following knowledge into practice:
Calculation of lifetime values
Effective communication of the same conclusions to different audiences
Dashboard effectiveness in meeting company's needs
Cause-and-effect dynamics affecting trends
Transformation of complex data sets into meaningful conclusions and recommendations
Report/dashboard design best practices
Analytical Business Culture
Develop and sustain an effective web analytics process and infrastructure
Develop performance goals for web analytics
Measure progress against performance goals
Manage client relationships and expectations from analytics
Educate clients and stakeholders on best practices and proper use of analytics
Train clients and stakeholders on the use of and reporting features of the analytics tool
Implement a website release process to accommodate web analytics requirements
Build business processes for data and analysis requests
Evaluate technologies as part of overall strategic plan
Promote the value of site optimization efforts
Work with other departments to drive adoption of analytical principles in your organization
Create a culture of testing within an organization
Use secondary research for competitive analysis and benchmarking
Change management
Drive improvements in testing capability
Help other departments define meaningful and accountable objectives
Maintain positive relationships with stakeholders
Cultivate an environment where analytics are embraced
Quantitative and qualitative research project management
Vendor selection that meets organization's requirements
Best practices for analytics and optimization
Business intelligence tools to manipulate data, investigate anomalies, construct data sets and build models
Effect of analytics on business culture
Key components of a standard website release process
Site Optimization
Measure and optimize traffic flows
Monitor and evaluate site effectiveness by using KPIs
Identify opportunities to improve conversion
Reduce funnel dropout and site abandonment
Evaluate visitor consumption of content using content groups
Evaluate content popularity over extended periods of time
Assess web structure and design based on flow and funnel data or customer feedback
Identify navigational and copy issues
Recommend web page modifications to improve visitor conversion
Evaluate onsite search results to improve user experience and reduce site abandonment
Design and implement metrics in a site redesign, content change or campaign driven change
Use online survey methods to assess visitor satisfaction
Interpret website customer perspectives through quantitative analysis
Shopping cart abandonment analysis
Content monetization model
Complex site optimization project management (i.e., set objectives, milestones and drive to completion)
Content management technologies
Form abandonment and completion analysis setup
Importance of testing in site optimization process
Website technical issues that can affect analysis of data
Supplemental site navigation (e.g., site indexes, guides and maps)
Difference between designing for usability and designing for visitor conversion
User segmentation analysis
Ways to improve scent trails
Marketing Campaign Optimization
Assess and improve unpaid search keyword performance
Recommend use of landing pages and micro-sites to improve campaign conversion
Assess and optimize email campaign conversion
Assess and optimize pay per click campaigns
Assess and optimize remarketing campaigns
Assess and optimize display advertising
Create effective dashboard to track campaign performance
Use advertising and web metrics to enhance the campaign budget allocation process
Analyze data from mobile applications
Analyze data from social media applications
Provide ROI analysis across multiple marketing channels
How adservers work
Advertising placement terminology and purchasing methods
Conversion funnel and customer acquisition analysis
Different types of PPC and affiliate campaigns
PPC keyword optimization
Bid management, including automation and dayparting
Benefit of micro-sites and landing pages on PPC campaign management
Email marketing tactics
Keyword planning to improve ad copy and landing pages
Measurement of branding campaigns

Analytics Career Development
Analysis of oneself
TYPE:
FOCUS:
LANGUAGE:
TAGS:
x Beginner
q Intermediate
q Advanced
Phil Pearce
Senior Analyst
@philpearce
“I eat hits for breakfast”
LEVEL:
q Workshop
x Short Presentation
x Discussion
q Technical
q Analytical
x Business
English
#MoreMoney
#UpSkill
Open discussion and feedback on my Social CV
(aka quantified self) project welcome.
• Live demos & comparisons of your:
• Facebook fivescores
• Twitter psych
• Linkedin endorsements
• Clifton-gallup strengths test
• Comparisons of best training
resources. Slides: bit.ly/analysisofme
Richard Fergie
Consultant
@richardfergie

Links 1
Psychometric Quiz`s about you
http://quizdoo.com/can-we-actually-guess-your-profession/
http://www.16personalities.com/
http://strengthstestapp.workuno.com/freesf10.html (180 questions but bery useful results)
http://www.flagpage.com/ (turn-off audio)
Google/Twitter/Facebook instant results about you:
https://www.google.com/settings/u/0/ads/ (interests)
http://www.twitalyzer.com/ (hash cloud) and https://analytics.twitter.com (info about your
followers)
http://www.wolframalpha.com/facebook/
http://app.teachingprivacy.com/ (where are you based)
Demand and Salaries
http://www.cwjobs.co.uk/salary-checker/average-web-analyst-salary
http://www.payscale.com/research/UK/Job=Web_Analyst/Salary
http://www.itjobswatch.co.uk/jobs/uk/senior%20web%20analyst.do

Links 2
MP3: Career development podcasts1 by iqworkforce.com in USA
http://www.beyondwebanalytics.com/2013/03/04/episode-65/
http://www.beyondwebanalytics.com/podpress_trac/web/754/0/EP65.mp3
MP3: Career development podcasts2 by iqworkforce.com in USA
http://www.beyondwebanalytics.com/2010/11/30/episode-35/
http://www.beyondwebanalytics.com/podpress_trac/web/553/0/EP35.mp3
MP3: Interview with a Senior Analyst from Google (Krista Seiden)
https://www.jeffalytics.com/krista-seiden-interview-transcript/
https://itunes.apple.com/us/podcast/jumpstart-with-jeffalytics/id1045010339
Video: 5min Candidate example video by a Marketing & Analytics Graduate
https://www.youtube.com/watch?v=ydnuHQhOUJc
Video: TrustRank for an individual in a social marketplace (e.g. Freelancer.co.uk / TaskRabit, Uber etc)
http://www.ted.com/talks/rachel_botsman_the_currency_of_the_new_economy_is_trust?language=en
Social Profiles (aka brand yourself):
http://brandyourself.com
http://branded.me
http://about.me
http://flavors.me
http://clippings.me
http://storify.com

Links 3
Industry Survey page:
http://www.digitalanalyticsassociation.org/career_resources
http://www.adlib-recruitment.co.uk/blog/wp-content/uploads/2015/12/Salary-Benefits-and-Employment-Survey-for-the-Creative-
Technology-Marketing-and-Digital-Sectors.pdf
http://www.propellondon.com/uploads/resource/Digital_Salary_Insights_5th_edition.pdf
InfoGraph of skills
http://www.analyticshero.com/wp-content/uploads/2012/02/analyst_skills.jpg
http://www.marketingdistillery.com/wp-content/uploads/2014/11/mds_f.png
http://www.smartinsights.com/wp-content/uploads/2013/02/online_marketing_careersinfographic.jpg
http://d2f7pji75fjg5q.cloudfront.net/wp-content/uploads/2012/04/daa_us_compensation_web_analyst_infographic.png
http://blog.jobs4web.co.uk/wp-content/uploads/2012/05/web-jobs-average-salaryi-nfographic_mar2012.jpg
Blog post:
http://www.kaushik.net/avinash/hiring-a-senior-web-analyst-heres-a-suggested-job-requisition-description/
My Slides from Bath Uni presentation
http://www.slideshare.net/phildpearce/a-study-of-digital-data-about-yourself-by-phil-pearce
Freaky tools:
http://theinspirationroom.com/daily/2012/intel-museum-of-me/ (https://www.youtube.com/watch?v=ezUrPWTR99w )
https://www.dreamhost.com/blog/2011/10/28/take-this-lollipop-i-dare-you/ ( http://www.takethislollipop.com/ )

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