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13.05.2020 2,460 0
One of the most interesting and complex Internet professions is a web analyst. In this article, we will give a detailed overview of this profession, tell you what a web analyst does, what are the pros and cons, and how to become a web analytics specialist.
Let's start with the term "web analyst"
A web analyst, or marketing analyst , is an expert in collecting and analyzing data about web page visitors and improving the efficiency of web resources.
A web analytics specialist can, based on data collected using analytics systems, formulate hypotheses for improving website performance: increasing conversion, increasing the number of target customers, optimizing ineffective website elements and advertising campaign settings, and saving the advertising budget.
Thus, a web analyst has to deal with large amounts of data collected in analytics systems, such as Yandex.Direct or Google Analytics. The specialist analyzes over 500 different parameters before drawing conclusions on the effectiveness of a website or application.
Web analysts most often work in a team with developers, context managers and internet marketers. The area of responsibility of a marketing analyst includes everything related to the analysis and interpretation of indicators, planning and research activities. Such specialists become indispensable in working on large web portals and online stores with a large number of visitors.
Web Analyst Job Tasks
Here is a list of standard web analyst tasks based on the analysis of over 200 vacancies on job search sites:
skills in working with popular tools and services (Google Analytics, Yandex.Metrica, OpenStats, Adobe Analytics, Google Tag Manager, Call tracking, CoMagic, Calltouch, end-to-end analytics services) from installing code on the site to interpreting the results;
competitor analysis using SimilarWeb, SEMrush and other services;
automation of analytical reporting processes (Google Analytics API, etc.);
a/b and split testing of websites;
preparation of reports and conclusions;
participation in the development of promotion strategies;
evaluation of the effectiveness of an advertising campaign;
working with analytics systems for mobile applications (mat/appsflyer, mixpanel/universal analytics, appannie/distimo);
integration with CRM;
database skills;
skills in working with advertising systems (Direct and Google Ads);
basic knowledge of web development, skills in working with popular CMS;
skills in working with BI platforms (DataStudio, Tableau);
basic knowledge of Javascript, jQuery, PHP;
implementation of end-to-end analytics services;
Web analysts often work part-time as: internet marketers, context new zealand phone number library and targeting specialists, web interface designers.
The average salary level of marketing analysts varies between 70 and 170 thousand rubles (data from Internet agencies in Moscow) for specialists with experience of 1 year. Demand according to hh.ru: over 1,500 vacancies in Moscow alone and 2 times more in the Russian Federation, the number of vacancies is constantly growing, regardless of crises.
Some of the notable advantages of being a web analyst include:
demand in the labor market (experienced specialists with cases are especially valued);
the opportunity to choose between working in an advertising agency or for a large web resource or online store;
high level of wages;
work on staff or freelance;
wide opportunities for remote work;
unique knowledge provides an opportunity for additional income: giving lectures and consultations for beginning specialists;
There are few disadvantages to the profession, but they exist:
often have to combine several positions (most often part-time work as a contextualist );
it is not enough to be able to analyze data, you need to be able to convey it to the team and clients, and sometimes be able to argue your vision of problems and their solutions;
clients want to save on analytics systems and paid services, not seeing them as a source of quick profit;
information quickly becomes outdated, you need to constantly learn and develop;
How to become a web analyst?
Most current web analytics specialists learned by trial and error, collecting statistics on real projects. Having made enough mistakes, they found working solutions and began to build up their expertise, simultaneously studying on foreign resources. This is a long way and requires considerable financial and time expenditures.
A quick way to master the profession of a web analyst from scratch is to study online or offline courses from digital companies with speakers-practitioners and homework checking. Important point: we recommend moving on to studying web analytics only after completing basic courses on Internet marketing. Analytics is not for beginners, but for an advanced level.
In mastering the profession of a web analyst, such qualities as an analytical mindset, perseverance and attentiveness, skills in working with tables and reports, responsibility and even perfectionism will be useful.
The career path of a web analyst most often develops vertically: intern, junior analyst , web analyst, senior specialist, head of the analytics department. An internship in a large company is one of the possible
