How to Get a Job in Web Data Analytics?

Part 11 of 13 in the Series: Data Analyst Jobs or Careers or Work
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With the ever-increasing focus on setting up an online presence or the increasing competitiveness of online businesses, there is a need for web data analysts who can help web-based business succeed or thrive online.

A web data analyst researches the activities of users as they interact with a website, identifies the measures critical to the survival of the web business and recommends actions in the form of web analytics reports for web managers, online marketing teams or business owners.

In this new global, digital, web-based economy, organizations of all types including non-profits, small businesses or Fortune 500 corporations are increasingly turning to the web for new opportunities, leads, prospects, customers, clients, sales, growth, income or profit.

This drive to put businesses on the web, is one of the most significant business trends of the past ten to fifteen years.

Since putting a business successfully on the web is a competitive, knowledge-based, skill intensive, high-visibility effort, a diverse team of web professionals including web designers, web business analysts, web developers, project managers and web data analysts is critical for success.

So, in this post, I will discuss the skills, qualifications, training and job opportunities of web data analysts in the context of an online or internet-based business.

Who Is A Web Data Analyst?

The web data analyst career is a relatively new profession and the job outlook of web data analysts is for all practical purposes tied to that of the web development or web marketing industry.

In other words, whenever organizations spend more advertising or marketing revenue on their websites or invest in more web development projects, you end up needing more web analysts.

There are three (3) primary qualifications for becoming a web data analyst:

  1. Knowledge of Web Data Analysis Principles

    You need to have a strong understanding of how web user activity data is generated.

    Anytime a user visits a website, detailed information about that user’s interaction with the pages on that website is generated by the web servers hosting the website.

    Web user activity data which is also known as weblogs or clickstream data, can be recorded, analyzed or measured using a number of web analytics tools or techniques.

  2. Handson Web Traffic Tool Experience

    A large quantity of user activity or clickstream data is generated whenever users browse the pages on a website.

    For larger, highly-trafficked websites, the amount of clickstream data generated can quickly become staggering.

    There are two (2) primary tools or techniques for analyzing the data generated by a users interactions with websites:

    1. Web analytics tools may be used to import and analyze the text files generated from users activities on the website.
    2. Web-based javascript files embedded on a web page can be used to transmit users activity data over to third-party services.

    The tools commonly used for analyzing web traffic data include Google Analytics, Omniture, Web Trends and Relational SQL Databases!

    Some organizations prefer to import web traffic data logs into a relational database like SQL Server so that they can write custom Sql Queries against the imported web traffic data.

    One of the reasons why some organizations may prefer to import their web user activity data into a database and analyze it using SQL, is that they want total flexibility or control over which reports are generated or how the reports are calculated.

    Organizations like this, don’t want to be confined to the set of canned reports typically presented by 3rd. party web analytics vendors.

  3. Basic Statistical Knowledge

    If you have basic statistical skills and you are strong at data analysis, you can help marketing managers find out why they are not getting enough sales on their websites based on your own data analysis.

    This type of information is worth a lot of money to internet retailers because if they act on your advice or recommendation and increase their conversion rates or reduce their bounce rates, they can increase sales and make their shareholders or upper management team really happy 🙂

    In addition, web analytics reports in most tools are calculated using basic arithmetical measures or statistical calculations.

    For example, the Daily Visitor Report tells web or marketing managers; how many unique human visitors visited their website.

    So, a solid understanding of how each web analytics report is calculated or generated can help your usage of that report in any specific tool (Sql Server, Google Analytics, etc.)

Some of the more frequently used web analytics reports include:

One Response to "How to Get a Job in Web Data Analytics?"

  1. rishi   January 7, 2013 at 11:53 pm

    Data Analyst what Qualification

    ReplyTweet

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