Every online marketing business would need a web analyst. The reason is simple: only thanks to a careful analysis of the numbers can you make concrete decisions. There are no alternatives or middle ground: you must carefully evaluate the data if you want to optimize.
But to work on this step, you need specialized figures. You can’t use a social media manager for a job like that, not even SEO Search Engine Optimization.
In both circumstances, we are speaking about people used to monitoring statistics. However, a look away from the specializations of a web analyst is not always enough. Why is this presence crucial? How does it influence the excellent performance of the web marketing strategy?
The topic of this post
- 1 Who is the web analyst and what he does: definition
- 2 What do you need to know about how to do this professionally?
- 3 How to become a web analyst and what to study
- 4 How much does a web analyst make on average?
- 5 Do you want to work as a digital analyst too?
Who is the web analyst and what he does: definition
We are talking about a figure specialized in data analysis and monitoring and, above all, data crossing, with the relative interpretation of what you are collecting with confident tools. The point to highlight is this: it is not a simple observation.
Staying on the superficial side of monitoring means dealing with only a part of the great power expressed by the numbers. Observing data means being able to make decisions capable of making a difference in strategic terms. Improvising without information is a problem.
But it is also true that you have to go in-depth and study the graphs carefully to arrive at a decision. For this reason, the web analysis sector must be supervised by professionals able to manage these parameters in the best possible way. And here we come to the next question.
What do you need to know about how to do this professionally?
In the first place, it must have a perfect knowledge of the primary platforms to collect and analyze data. Among these, it is right to mention Google Analytics, Search Console, Facebook Insight, Twitter Analytics, or web analytics, which is the measurement, collection, analysis, and reporting of web data for understanding and optimizing the use of the web. However, it is not enough; you must also become familiar with the metrics.
Sessions, unique visits, bounce rate, Page Per View, residence time: each element has a precise meaning. Whoever deals with the web analysis topic must overcome the simple observation of clicks or acquired fans. These are vanity metrics that enchant.
The web analyst, on the other hand, identifies KPI.KPIs, an acronym for Key Performance Indicators, are a set of quantifiable measures that a company uses to evaluate its performance over time. These clear and create paths able to deepen. The expert goes far beyond appearances. And it manages to create detailed reports to be delivered to the SEO expert or content marketing manager who can reach conclusions in operational terms.
The web analyst does not have to provide the solution but the data with interpretative syntheses that must be used as maps to guide future operations in editorial and optimization.
How to become a web analyst and what to study
The path for those who want to follow this path is extraordinary. Unlike many other web professions – SEO expert, social media specialist, insurance web marketer – it is not easy to find specific study paths. There are often university courses and masters dedicated to basic figures.
That’s does not apply to web analytics which has to train its profession in the field. It is equally challenging to find books dedicated to more specific topics. The reason for all this?
Simple: data analysis is an ever-changing terrain and particularly difficult to fix once and for all. Undoubtedly, a suitable statistical basis can help, the same goes for marketing-related training, and in this case, the university can provide exciting courses.
Then you have to experience firsthand a suitable internship in a web agency. Above all, you have to get your dirty hands firsthand: open Google Analytics and start working with reports.
Do the same with Facebook Insight and start getting valuable data. To learn more, you can think of specific training such as that offered.
How much does a web analyst make on average?
Difficult to say, it is always a problem to be able to quantify the rates and salaries of a web professional. Undoubtedly, a web analyst manager, who manages junior figures dedicated to individual projects, has such skills as to be able to achieve an attractive remuneration.
Then, of course, the rewards can vary. He is certainly not a figure who can improvise knowledge. It is not easy to find good professionals: maturing and documenting your experience is an excellent way to have more job and income opportunities.
Do you want to work as a digital analyst too?
Perfect, start with a good mess. Take inspiration from the senior figures and start working to understand everything about you, absorb the details of this job like a sponge, and don’t forget to study. What is the tome to take as a reference in these cases?
For example, one of the most popular books on this subject is Web Analytics 2.0. You measure online success in the web 2.0 era by Avinash Kaushik without forgetting other exciting titles such as Fabio Piccigallo’s Digital analytics for e-commerce. Where did you start with this profession?