HOW WEB ANALYTICS CAN LEAD TO A CAREER IN DATA SCIENCE

Harriet Coleman our consultant managing the role
Posting date: 9/5/2019 2:19 PM
The Web Analytics world is evolving. What used to require an understanding of Google Analytics, some tag management and visualisation for presentation purposes has grown into something much more. Whereas Web Analysts may have once been lone players in a Marketing team, they’re now expected to sit as part of, and feed into, an enterprise’s Insight team. 

This exposure to more comprehensive forms of Data Analysis has led many Web Analysts to explore what the next step in their career could be. Namely, should they move into a Data Science position? For those who are looking to make this move, here are some considerations:

Technicalities and Technologies 


Digital Analytics are not excluded from the debate over what it means to be a Data Scientist, especially given that some with a Data Scientist job title may in fact be Web Analysts, and vice versa. Many Web Analysts are now working with a number of Data Science tools, including SQL, Python, and R. By using these alongside Google or Adobe Analytics, they are able to form a comprehensive view of the customer, using different types of Data, in different forms, from different sources. However, there remains a gap between the use of these tools and actually working within Data Science. 

The most logical leap for a Web Analyst to make is to a Customer Insight or Digital Insight role. This type of role would still involve the analysis of online Data, but would likely be paired with building models, Predictive Analysis, reviewing customer LTV and creating a picture of customer online, offline and post-purchase behaviour to enable better targeting and retargeting. However, the knowledge gap between Web Analytics and Data Science may be more significant than one would anticipate. 

Your Current Position 


As a Web Analyst, you may well sit within a larger Data, Digital or Customer/Marketing Analytics department. Your exposure to these experts is one of the best assets you have available. Use the environment you are in to learn, upskill and gain hands-on experience. Knowledge of the necessary tools and languages is unlikely to be enough to lead to a move into Data Science and by getting hands-on commercial experience, you drastically increase your chances of success. 

If you are able to expand on the tech that you have already used, take advantage of this. Even if this is just in a consulting capacity, your ability to demonstrate a real-world application of your knowledge makes you significantly more appealing as a candidate. Plus, your knowledge of, and approach to, Web Analytics may actually work to your advantage when it comes to assessing Data quality. Consultancies and agencies often provide the best training opportunities and are more likely to allow you the opportunities to hone new skills. If you are fortunate enough to work in an environment like this, make the most of it.

Attitude Is Everything


It may sound like a cliché, but Hiring Managers are on the lookout for people that they know will benefit their business and attitude plays a huge part in this. Do not underestimate the importance that is placed on cultural fit during an interview process. 

Whether you are looking to make a move internally or externally, you should demonstrate your intrigue and willingness to learn. If you already have a strong record of progression within your current career, this will benefit you moving forward. When it comes to preparing, take time to dive into the world of Data Science, attend events and meet-ups, and continue to widen your remit. If you don’t have exposure to Data Science at work then you will also need to be learning SQL, Python and R at home to ensure you have a firm understanding of all the relevant technologies. 

Whatever role you are looking for, the worst thing you can do is not apply. One of the most common mistakes we see is analysts not applying to an opportunity because they would need to develop in some areas once in the role. If you are able to demonstrate the above attributes many enterprises, particularly agencies and consultancies, may still be willing to take you on. And, if you’re not looking to make a move, don’t panic; Web Analytics skillsets remain highly sought-after and valuable.

Whether you’re looking for a new career in Data Science or your next role in Web Analytics, we may have a job for you.

Take a look at our latest opportunities or get in touch with one of our expert consultants to find out more.  

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With over 10 years experience working solely in the Data & Analytics sector our consultants are able to offer detailed insights into the industry.

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MARKETING INSIGHT AND THE CUSTOMER FEEDBACK LOOP

Marketing Insight And The Customer Feedback Loop

As the holidays approach, Marketers are focusing more than ever on User Experience (UX). They’re not only looking at what kind of product customers might want or need but how will it look and feel to them? If a product doesn’t have what you need or doesn’t function as appealingly as others, what good is it? Key elements such as aesthetics, usability, and ‘feel’ are integral to the user experience. Because these elements come from such seemingly disparate departments as Marketing and Developers, it’s important to figure out how to come together for the ultimate UX. After all, if today’s buyers buy experiences over tangible products, then ensuring the experience is important to bridging the gap between customers, marketers, and developers. This, when done right, helps to build and retain customer relationships; the foundations upon which business is built. Design User Experience with M&D By bringing marketers and developers (M&D) together, you create the opportunity for innovation. But there are some key elements to consider when designing UX and it follows four stages. Do your research. Identify needs, spending patterns, buying behaviours, and historical data to determine what it is customers desire. Find out what they want or need and give it to them. This is the role of the marketer backed by development.Gather the data. Using multiple touch points across multiple sources and channels, find what works. What product offers usability and determine how design choices can help to create a seamless experience for your customer.Design your idea and create a prototype. Brainstorm your design. What are its product features, user interface, and aesthetics? Does it look user friendly? Would you pick it up off the shelf? Why? What is it about the product that makes you want to have it? What problems can it solve for you?Time to Test it. Is your product user friendly? What are its useful functions? How does it look? Feel? Incorporate feedback to improve its performance, function, or aesthetic. What does your test market say? Would they buy it? Why or why not? Bridging the Gap with collaboration We can forget sometimes, lost in our jargon and our buzzwords, that it’s the customer who we hope will benefit from our product or service. Yet, traditionally, marketers gathered customer preferences and drove sales, while developers designed products based on those preferences. However, the two departments were often siloed and creativity, usability, function, and aesthetics either got overshadowed or underrepresented to varying degrees. Enter customer feedback an integral point of reference for all parties involved. Customers are at the heart of user experience and it’s their feedback which can inform the user experience. What better marketing insights than those straight from the customer? Working with Marketers and Developers, customers provide a crucial component to helping marketers understand market dynamics. On the flip side, customer feedback can help mitigate risk or issues down the road by providing solutions and helping to resolve problems. the impact on Product Development By conducting user experience testing, marketers and developers can determine if a product is a good fit for customer needs. At the same time, they may identify issues to be resolved which can be learned of in real-time for a better user experience once the product is launched. Each has their role to play in designing the user experience and contributing to market insights for more informed business decisions.  These include: Marketers are part of the design experience from conception to inception. They are responsible for gathering the data to identify problem areas, working with Developers to create a product or service to solve a problem, and gathering data from the customer. Do they like this product? Why? What pain points does it serve? And how can it be made better or improved? Developers are the designers. They must take the information the marketers have collected and try to make the product into something functional and aesthetically-pleasing. Though they operate more at the back-end, they too much collaborate with customers to capture issues and solve problems. Developers test the products, making improvements as needed. Each stage a constant in UX design.Customers offer invaluable data and metrics through their feedback and reviews. The insights they contain as the end user about using the product, revealing its challenges, and suggesting room for improvement, make this three-part collaboration the final link in the chain between marketers, developers, and customers when it comes to designing the ultimate user experience. If you’re interested in the relationship between insights and UX, we may have a role for you. Check out our current opportunities or get in touch with one of our expert consultants to learn more. 

How AI Will Revolutionise CRM

How AI Will Revolutionise CRM

If we can be sure of anything in today’s business climate, it is that new trends will emerge and disrupt, new technologies will continue to be developed and attract hype, and companies will be left to navigate a landscape of opportunity and uncertainty. Customer Relationship Management is an upright concept or strategy to solidify relations with customers whilst at the same time reducing cost and enhancing productivity and profitability in business. CRM systems provide a well-defined platform for all business units to interact with their customers and fulfil all their needs and demands in order to build long-term relationships. Every business unit has an emphasis on developing long-term relationships with customers in order to nurture their stability in today’s blooming market. Customer’s expectations are now not only limited to get best products and services, they also need a face-to-face business in which they want to receive exactly what they demand and in a quick time. New Look CRM CRM is vital for the success of any organisation that seeks to continuously build relationships and manage countless interactions with customers. Now CRM systems bring together customer Data from a multitude of different sources, delivering it to all customer-facing employees to provide a complete picture of each customer across all department Today, there is a ton of available information across many devices and platforms. Companies need a way to integrate this “Big Data” into their intelligent CRM that can produce predictive results. The Value of AI Artificial Intelligence (AI) CRM systems built on Machine Learning algorithms now have the ability to learn from past experience or historical Data. Having these insights at the disposal of any customer-facing employee (sales, support, marketing, etc.) empowers a business to build deeper relationships with its customers. As a result, integrating AI and Machine Learning with CRM can deliver more predictive and personalised customer information in all areas of your business. By predicting customer behaviour, companies can take personalised actions to avoid the use of invasive advertising and to provide material of real interest to each prospect. There is no question personalising communications to customers has become critical. Today’s buyers demand more than a “spray-and-pray” email blast. A recent McKinsey study found that personalisation can lift sales by 10% or more. The analysis also showed that by personalising just 20% of email content, open rates increased more than 40& on average. Reply rates also increased a whopping 112%. As a CRM stores all the information in one centralised place, this makes it a lot easier to analyse your performance as a whole. This helps businesses build a relationship with their customers that, in turn, creates loyalty and customer retention. Since customer loyalty and revenue are both qualities that affect a company's revenue, a strong CRM have a direct result in increased profits for a business.  Those that use Big Data & Analytics effectively show productivity rates and profitability that are higher than competitors and those that put Data at the centre of their marketing efforts improve their ROI by 15-20%.  AI and CRM AI is becoming an ever-present theme across a variety of industries, from healthcare and retail to software development and finance. CRM vendors are no different; over the past year, numerous CRM vendors have introduced AI components into their product offerings. AI will develop in parallel with user interactions using various touch points within CRM and evolve continuously to deliver more intelligent and personalised actions. Learning critical patterns will also enable AI-infused CRM to automate certain actions, decrease the manual work required, and empower sales and marketing professionals to work more efficiently and effectively. The inefficient processes that hinder CRM will no longer be acceptable, and AI-powered automation will play a much bigger role in streamlining workflows. The rise of AI presents businesses with a wide array of unique benefits and opportunities. It can empower them to provide better, more relevant experiences to their customers and forge bonds with them in a way that was simply not possible before.  It’s estimated that 85% of businesses will start implementing AI solutions for their CRM by 2020. It seems inevitable that with further advancements, AI will move from a novelty tool to a must-have feature and dire necessity of every business. If you’re looking for to build a team of CRM experts, or to take the next step in your career, we can help. Take a look at our latest opportunities or get in touch with one of our expert consultants to find out more. 

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