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

•Download as PPTX, PDF•

0 likes•1,089 views

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

Business Technology

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 (out of 3,724)
Note: Some duplicates, many not purely ‘web analytics’
positions

“
“
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

“
“
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

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

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

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
work
23%
Current job situation

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

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
Tools Skillset

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

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

“
“
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

This document appears to be a pitch deck for Chatter Research, promoting their customer intelligence platform. It highlights large annual spending on customer intelligence, their ability to increase customer experience engagement rates by 8x and conversion rates by 90% within a month. It also notes a successful pilot that generated $2.16 million in annual recurring revenue and details the founding team's experience and investors. The deck encourages engaging in conversation and transforming big businesses into customer experience leaders.

Bqcol

Devidsmith2

The document discusses search engine optimization (SEO) and how to measure its effectiveness. It begins with an agenda covering SEO basics like what SEO is, how search engines work, measuring SEO success, on-page and technical SEO practices, off-page SEO using social media, and tracking results. Key points include that 80% of consumers find websites through search engines, the top 3 organic results receive 59% of clicks, and more relevant traffic plus good conversion rates equals more sales/leads.

Business model canvas - crash course

Skander Garroum

This document provides an overview of the Business Model Canvas. The Business Model Canvas is introduced as an alternative to traditional business plans, which often fail or change substantially. The Canvas has 9 segments that represent the key aspects of a business model: customer segments, value propositions, channels, customer relationships, key resources, key activities, key partnerships, cost structure, and revenue streams. Each segment is briefly defined. The Canvas framework provides a simple yet comprehensive template for developing and testing business ideas.

Startup Metrics - crash course

Skander Garroum

This document summarizes a presentation about metrics and being data-driven. It discusses defining good metrics, common metrics to track called "pirate metrics" including acquisition, activation, retention, referral, and revenue. It also discusses the simplest type of dashboard to create called an activity index, which involves creating a customer list and color coding customers based on their activity level. The overall presentation provides an introduction to key metrics and frameworks for being data-driven when analyzing a business or product.

Opticon 2015-UX That Doesn’t Make You Think: Removing Friction and Cognitive ...

Optimizely

Featuring speakers from Volusion, Optimizely Merritt Aho, Sr. Digital Analyst, Volusion Ryan Lillis, Strategic Consultant, Optimizely When words like ‘intuitive’ and ‘convenient’ mean different things to different people and both are often a far cry from ‘effective’, how do you think about the user experience? How do you develop test hypotheses in a way that sets you up to beat the 20% industry-average win rate? Join for an in-depth look at methods and case studies that will help you get inside consumers’ heads to win the optimization game.

From Reporting to Profitability

Jacques Warren

Infer and LeanData - Host Analytics Customer Case Study

Infer

"The Startup's Guide to Customer Retention," Retention Science >> Jerry Jao [...

500 Startups

To monitor your business effectively you need to have your key metrics in one place to have a quick view to your entire activity to take the right decisions. Here is a slide to show you 10 dashboards to help you to monitor your business correctly. List of dashboards : Mixpanel : www.mixpanel.com Kissmetrics : www.kissmetrics.com Keen IO : www.keen.io Vwo : www.vwo.com Chartio : www.chart.io Woopra : www.woopra.com Chartbeat : www.chartbeat.com GoSquared : www.gosquared.com Cyfe : www.cyfe.com Piwik : www.piwik.com

Orderly Health > 500 Demo Day Batch 20

500 Startups

This document contains contact information for Orderly Health, including email addresses and a link to their AngelList profile. It also includes brief statistics on their activation and engagement rates compared to existing solutions, as well as their current annual recurring revenue and the size of the total addressable market in healthcare cost control and treatment plan design. The document lists the company's co-founders and core team.

Salary and Career Predictions for 2014

Leigh Ryan

Opticon 2015-The Power of Empathy in Driving Conversion

Optimizely

Featuring speakers from FunnyBizz, Elevated Rachman Blake, Co-Founder, FunnyBizz Keith Lovgren, Director of Conversion Rate Optimization, Elevated Talia Wolf, CEO and Founder, Conversioner Moderated by: Cara Harshman, Content Marketing Manager, Optimizely Do your digital experiences convey your unique value proposition? What about creating customer delight with humor and wit? Learn how to cut through the noise and create meaningful audience connections that drive conversions.

Why & How to Deliver Self-Service Marketing Tech Solutions

Martech Alliance

This document discusses how to transition marketing teams to a self-service model for marketing technology solutions. It outlines planning the transition by organizing stakeholders, identifying ownership, determining key performance indicators, and evaluating enthusiasm. It also discusses selecting vendors by scoping expectations and maintaining transparency. Finally, it discusses facilitating adoption through discovery sessions, workshops, and weekly catch-ups to train teams and ensure successful implementation. The overall goal is to establish a foundation of standardized processes, empowered teams, and continuous innovation through a self-service approach.

SaaS Foundations: The Metrics that Growing Startups Need to Know

Lindsay Bayuk

1400 omma adnets doug hecht

MediaPost

This document discusses how to untangle web analytics and avoid getting lost in data. It recommends that digital marketing managers get trained in analytics and work with analysts to set goals for tactics aligned with business objectives. Managers should define success metrics, create a measurement roadmap, and report results with proper context. Maintaining data integrity allows seeing a holistic view of performance and holding agencies accountable.

Infer's Model Build Process

Infer

How to Create Meaningful Reports

Julien Raby : Montreal SEO Expert

This document provides tips for creating meaningful reports that support recommendations through data visualization and contextualization. It recommends using bullet graphs, line charts, microcharts and tag clouds to visualize keywords, rankings, and changes over time. It also suggests using GreaseMonkey plugins and Excel dashboards to analyze data. The goal is to take educated decisions and provide useful reports through easy to understand formats.

Google Analytics Made Simple - Main Street ROI | Convirza

Convirza

Nicolas Visiers - User Experience Testing

CXL

This document discusses user experience testing and proactive digital experiences. It advocates for customizing experiences based on user behavior, context, and journey. Tools are needed to recognize users, build profiles, and recommend personalized experiences. The goal is to guide users and provide contextual offers. Having an engaged team of "artisans" who learn experientially is important for driving value beyond just tools.

How to develop actionable web analytics KPI's

Antoaneta Nikolaeva

Opticon 2015-The 21st Century Marketing Stack & Team

Optimizely

Featuring speakers from 99Designs, Demandbase, Hipmunk, Optimizely Pam Webber, CMO, 99Designs Philip Hollrah, VP, Product Marketing, Demandbase Roxy Young, VP Marketing, Hipmunk Jessie Becker, CMO, Optimizely Looking through the executive lens, we will discuss the 21st century marketing landscape, and how marketing leaders evaluate their tool stack and team. What are the most important pieces to have in place? Which teams are indispensable and what data needs to be collected? How does experience optimization fit into your digital marketing landscape, and what does the future hold?

Delivering Leads That Close

Faye Business Systems Group

FayeBSG participated in a joint webinar with SugarCRM and Act-On Software that was focused on closing the gap between sales and marketing. In this On-Demand webinar you will: • See how to close the chasm between Marketing and Sales • Find out how to provide valuable information to Sales to answer your buyer’s needs • Hear first-hand how Faye Business Systems Group has succeeded, and can help you, too Speakers Judy Logan, Director of Customer and Partner Marketing at Act-On Software, John Mertic, ISV Alliances Manager at SugarCRM and Jesse Heller, Director of Marketing from Faye Business Systems Group, as they show you how you can attract, capture, and deliver highly qualified leads to your Sales organization.

Google Analytics - A Primer

Seth Meranda

This document summarizes Google Analytics and what it can offer users. It begins by explaining why analytics are useful for justification, trend spotting, measuring success and ROI, and understanding audiences. It then discusses who could benefit from analytics, such as marketing, IT, web developers and directors. The document outlines some of Google Analytics' key features like being enterprise-ready, multi-purpose, robust, and free. It describes how Google Analytics can help with campaign measurement, event tracking, site search analysis, SEO performance, advanced segmentation, and setting goals. It concludes by suggesting things users should look for in their analytics like trends, nuances, new information, and goal analysis.

Using Enhanced Ecommerce in Google Analytics for Business Growth

Anna Lewis

Opticon 2015-Collaborating to Scale

Optimizely

Rue La La optimized its testing processes by spreading A/B testing across the organization and keeping things organized. It established regular processes for submitting testing ideas, tracking results, and sharing learnings. This helped scale testing efforts and drive more optimizations. Atlassian evolved its growth initiatives from a centralized team to embedding growth capabilities on product teams. This incubation model focuses teams on user growth targets while the central team supports and accelerates their efforts. Both companies learned the importance of experimenting, tracking learnings, and collaborating across teams to effectively scale optimization work.

What Happens When You Remove the Fear of Digital?

GrowthHackTalks

[Webinar] Predictive Marketing: The Science Behind Marketing

Mintigo1

To watch the entire webinar replay, please visit: http://www.mintigo.com/predictive-marketing-the-science-behind-marketing/ Title: "Predictive Marketing: The Science Behind Marketing" Description: One of the hottest trends in marketing and lead generation is predictive marketing. But what does it mean and how does it really work? Can it be implemented by mere mortals in marketing? Or does it require an army of big data scientists and a black box model? Implementing predictive data for decision making surrounds us today. The challenge is providing advanced analytics without the need for a team of programmers. Join Tal Segalov from Mintigo as he shows how to quickly build predictive models and how to visualize the results for B2B businesses. In this webinar you will learn: - Who is already using predictive marketing all around you - How 20% of your leads give 80% of your business and we have the proof - The most efficient way to share predictive scores for optimal engagement - The importance of clean data for building predictive models and constructing visualizations About The Speaker: Tal Segalov, COO and Co-Founder at Mintigo Tal brings more than 15 years of experience in software development. Prior to Mintigo, Tal was AVP Research and Development for modu, the modular mobile handset company. His previous experience includes developing complex, large scale data analysis systems. He holds a B.Sc. EE and a B.A in Physics from the Technion – Israel’s leading school of technology. He also holds an executive MBA from Tel Aviv University.

An Anatomy of a Digital Audit (Digital Marketing Audit)

Tim Bourgeois

Digital operations are complex and sprawling ecosystems that have grown disproportionately over the past decade. To ensure digital investments are optimized, companies are increasingly turning to digital audits to assess digital performance. This presentation summarizes key themes and takeaways from the "Anatomy of a Digital Audit" workshop at the Gilbane Conference by Tim Bourgeois, digital strategist at East Coast Catalyst.

What’s Your Cost Per Impression (Really) Telling You?

Ensighten

What's hot

InnerTrends - Batch 25 Demo Day

500 Startups

10 Analytics Dashboards To Monitor Your Business

Beeckon

Orderly Health > 500 Demo Day Batch 20

500 Startups

Salary and Career Predictions for 2014

Leigh Ryan

Opticon 2015-The Power of Empathy in Driving Conversion

Optimizely

Why & How to Deliver Self-Service Marketing Tech Solutions

Martech Alliance

SaaS Foundations: The Metrics that Growing Startups Need to Know

Lindsay Bayuk

1400 omma adnets doug hecht

MediaPost

Infer's Model Build Process

Infer

How to Create Meaningful Reports

Julien Raby : Montreal SEO Expert

Google Analytics Made Simple - Main Street ROI | Convirza

Convirza

Nicolas Visiers - User Experience Testing

CXL

How to develop actionable web analytics KPI's

Antoaneta Nikolaeva

Opticon 2015-The 21st Century Marketing Stack & Team

Optimizely

Delivering Leads That Close

Faye Business Systems Group

Google Analytics - A Primer

Seth Meranda

Using Enhanced Ecommerce in Google Analytics for Business Growth

Anna Lewis

Opticon 2015-Collaborating to Scale

Optimizely

What Happens When You Remove the Fear of Digital?

GrowthHackTalks

What's hot (19)

InnerTrends - Batch 25 Demo Day

10 Analytics Dashboards To Monitor Your Business

Orderly Health > 500 Demo Day Batch 20

Salary and Career Predictions for 2014

Opticon 2015-The Power of Empathy in Driving Conversion

Why & How to Deliver Self-Service Marketing Tech Solutions

SaaS Foundations: The Metrics that Growing Startups Need to Know

1400 omma adnets doug hecht

Infer's Model Build Process

How to Create Meaningful Reports

Google Analytics Made Simple - Main Street ROI | Convirza

Nicolas Visiers - User Experience Testing

How to develop actionable web analytics KPI's

Opticon 2015-The 21st Century Marketing Stack & Team

Delivering Leads That Close

Google Analytics - A Primer

Using Enhanced Ecommerce in Google Analytics for Business Growth

Opticon 2015-Collaborating to Scale

What Happens When You Remove the Fear of Digital?

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

[Webinar] Predictive Marketing: The Science Behind Marketing

Mintigo1

An Anatomy of a Digital Audit (Digital Marketing Audit)

Tim Bourgeois

What’s Your Cost Per Impression (Really) Telling You?

Ensighten

Big data presentation linked in simon zhang 20140714

Simon 张

The Future of HR: From Metrics to Analytics [Webcast]

LinkedIn Talent Solutions

Way before anyone began using the term BIG to describe data, Human Resources professionals had been using HR Metrics. So why is Big Data such a Big Deal? In this session, we will discuss HR Metrics, Big Data and HR Analytics. We’ll uncover the real reasons you really need HR Analytics and dissect a few myths that could be holding you back from making the shift. We will then take a tactical approach diving into some practical tips and best practices on how you can get your organization up and running with HR analytics. A storytelling session, exemplified through data, will cover everything from a talent strategy overhaul, to implementing emerging technologies, and how to tenaciously keep shaking things up - even when things don't go as planned. Practical tips to start using predictive HR analytics in your organization. Creating a distinction between HR Metrics, Big Data and Analytics. Big Data progression and how this can affect your department.

Data and Findings - Accelerating IT Transformation with DATA

Matt Mandich

Despite a global IT spend of over $4 Trillion, 67% of CEOs & CIOs are misaligned on how IT should be enabling the business* With the dramatic increase in digital technology & the business’s appetite to understand and enable their own innovations through technology, CIOs are challenged with the need to rapidly understand business inputs, stakeholder satisfaction, and assess their own teams internal capabilities. A new model is needed to enable the CIO to rapidly make decisions, prove success & analyze challenges with DATA. By the Numbers: • 66% of CEOs don’t understand how to use IT to transform the business. • 84% of IT Organizations score below 80% on IT satisfaction • 43% of CIOs overestimate the size of their next budget. • 78% of CEOs/CIOs are aligned on what IT issues impede innovation BUT are Highly Misaligned on the Business Barriers that Impede Innovation • 72% of business leaders misjudge which services really matter to them * Info-Techs CEO/CIO Alignment study

A Beginners Guide to Conversion Rate Optimisation - Webinar

Sagittarius

Driving Digital Success: Three ROI Criteria for Competitive Advantage

Apigee | Google Cloud

Three ROI criteria can provide competitive advantage when used together: 1. Efficiency goals like reducing time-to-market increase digital performance. 2. Customer satisfaction targets consider both exceeding expectations and meeting minimums. 3. Financial metrics like real options valuation that account for changing conditions outperform static analyses. Together these criteria drive better decisions about digital investments, with efficiency and satisfaction mutually reinforcing each other and real options allowing for a flexible portfolio. Leaders use all three to start, sustain, and structure smart digital initiatives.

LinkedIn Talent Insights Launch event

LinkedIn Europe

Event: LinkedIn Talent Insights launch, Staffing Speakers: James Osborne & Phil Edwards Every day you’re asked to answer complex questions that shape the future of your business, such as how do I find and win my next big client? You’ve needed reliable, accurate data to answer these questions and to enable your organisation’s success. Now it’s here. We’re excited to officially launch LinkedIn Talent Insights – a self-service tool that gives you direct access to rich data on talent pools and companies. https://business.linkedin.com/talent-solutions/talent-insights

Data Analytics in Today's War for Talent

TALiNT Partners

From Defender to an Attacker, Lari Hämäläinen, Managing Partner, McKinsey Dig...

Salesforce Finland

Mktg350 lecture 09182013

lkirkman

The document discusses various digital marketing tools including mobile analytics, ecommerce trends, payment systems, and sales funnels. It provides key details about mobile analytics metrics like device types and location-based apps. Ecommerce has grown significantly with online sales reaching $1.298 trillion worldwide and mobile accounting for 11% of US retail ecommerce in 2012. Payment systems for ecommerce include credit cards, PayPal, and Bitcoin, with issues like transaction costs and security. The sales funnel concept is introduced by providing an example conversion rate from site visitors to completed purchases. Students are then asked to review and analyze blog posts on topics related to choosing an ecommerce system, optimizing landing pages, and the effectiveness of text ads.

There's no such thing as a hard to fill position! | Talent Connect San Franci...

LinkedIn Talent Solutions

Swivel Conference Preso

David Rodnitzky

The document discusses how SEM agencies are dying due to changes in the SEM industry that have reduced agencies' value and scarcity. Specifically, it notes that (1) CPC prices have risen and inventory has declined, reducing ROI for advertisers; (2) the SEM marketshare is declining as there are more alternatives now; and (3) there are many SEM experts now and automation has leveled the playing field. It then suggests two options for agencies' survival: (1) focus on small businesses or (2) expand services broadly beyond SEM into other areas like strategy, creative, and other digital channels to provide more value as a "full service" agency. It also notes that while SEM agencies are struggling, individual SEM

Infographics Key Data KPI presentation slides

Peter Zvirinsky

ComputerFutures_JobMarketReport (002)

sarahcassidy123

The document is a report summarizing the results of surveys of over 1,200 UK tech professionals and 200 recruitment professionals regarding the tech job market and skills in demand. Some key findings include: contractors expect to change jobs more quickly than in the past, with 30% expecting an immediate change; permanent employees are also looking to change roles more quickly, with 43% planning a change within 3 months; in-demand skills include Java, C#, .NET, and SQL according to searches on job sites and social media; and recruiters can improve contact with tech professionals through social media by targeting candidates with relevant roles and showing technical understanding of their field.

Richard Lawrence - How to measure the impact of LinkedIn ads with zero clicks...

Richard Lawrence

SEO, PPC and AI in 2023 and Beyond

Lily Ray

The future growth of a career as a business analyst its role and responsibili...

Learningrow

Why Marketers Need Data to Survive

LogiXML

This document discusses the challenges marketers face in measuring and reporting on marketing performance and ROI. A survey of 112 marketing professionals found that most are unable to reliably calculate ROI and cannot easily access and analyze data from multiple sources. This is due to the difficulties of manually collecting and consolidating data from various marketing systems and tactics into reports. The document proposes that a marketing dashboard solution could help by automatically connecting to different data sources, presenting key metrics and visualizations, and addressing the issues preventing marketers from proving their value through data-driven reporting. An interactive demo of a sample dashboard is provided.

Similar to Analysing Analytics: Exposing the gap in the web analytics labour market - Adrian Kingwell (20)

[Webinar] Predictive Marketing: The Science Behind Marketing

An Anatomy of a Digital Audit (Digital Marketing Audit)

What’s Your Cost Per Impression (Really) Telling You?

Big data presentation linked in simon zhang 20140714

The Future of HR: From Metrics to Analytics [Webcast]

Data and Findings - Accelerating IT Transformation with DATA

A Beginners Guide to Conversion Rate Optimisation - Webinar

Driving Digital Success: Three ROI Criteria for Competitive Advantage

LinkedIn Talent Insights Launch event

Data Analytics in Today's War for Talent

From Defender to an Attacker, Lari Hämäläinen, Managing Partner, McKinsey Dig...

Mktg350 lecture 09182013

There's no such thing as a hard to fill position! | Talent Connect San Franci...

Swivel Conference Preso

Infographics Key Data KPI presentation slides

ComputerFutures_JobMarketReport (002)

Richard Lawrence - How to measure the impact of LinkedIn ads with zero clicks...

SEO, PPC and AI in 2023 and Beyond

The future growth of a career as a business analyst its role and responsibili...

Why Marketers Need Data to Survive

More from Mezzo Labs

Consumer not Customer, Value not Revenue, Actions not Numbers - Russell McAthy

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

Recommended

Recommended

More Related Content

What's hot

What's hot (19)

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

Similar to Analysing Analytics: Exposing the gap in the web analytics labour market - Adrian Kingwell (20)

More from Mezzo Labs

More from Mezzo Labs (20)

Recently uploaded

Recently uploaded (20)

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