digital analytics upskilling & career tips

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Digital Analytics Upskilling & Career Tip

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Digital Analytics Upskilling & Career Tip

But first... Test of Skill

I got...

And “apparently” this is me...

http://www.zimbio.com/quiz/rLuIu8LC2yD/Simpsons+Character

twitalyzer.com

Can We Guess your interests...

Guess where you live... app.teachingprivacy.com

Logged-in data...

(What does Google know about you)

What does Google know about me?

Google for “Google Ad Settings”

https://www.google.com/settings/u/0/ads

Nay!

Yah!

Click to see what Google thinks are your interests…

£££!!

Salary info (Survey data) Nov-2014

Junior Mid Senior Director / C Level

Web Analytics £20-25k £25-35k £35-50k £50-90k

Years exp 0-3 3-7 8+

Source: Pg38 from November-2014 South West Salary Survey by AdLib (Sample size unknown) http://www.adlib-recruitment.co.uk/blog/wp-content/uploads/2015/12/Salary-Benefits-and-Employment-Survey-for-the-Creative-Technology-Marketing-and-Digital-Sectors.pdf

Salary info (London Survey data) Jan-2014

http://www.itjobswatch.co.uk/jobs/uk/senior%20web%20analyst.do

“Senior Web Analyst” £44.5K avg Salary info (From Web scraping)

“Web Analyst” Salary info (From Web scraping)

http://www.payscale.com/research/UK/Job=Web_Analyst/Salary

http://d2f7pji75fjg5q.cloudfront.net/wp-content/uploads/2012/04/daa_us_compensation_web_analyst_infographic.png

USA >> GBP £42k avg in USA Salary info (Survey data) Apr-2012

Salary RANGES By City / Seniority

Digital Analyst 1-2yrs

Digital Analyst 2-4yrs

Digital Analyst 4-6yrs

Digital Analytics Manager

<5

Digital Analytics Manager

6+yrs

Digital Analytics Director

<6yrs

Vice President of

Analytics New York, NY £47,610 £58,650 £72,450 £89,010 £102,120 £104,190 £158,010

San Francisco, CA £45,540 £60,030 £69,690 £95,220 £99,360 £102,810 £149,040 Los Angeles , CA £43,470 £55,890 £59,340 £83,490 £90,390 £93,840

Chicago, IL £42,780 £53,130 £77,280 £77,280 £92,460 £93,150 Boston, MA £43,470 £54,510 £62,790 £73,140 £89,010 £109,710 £133,860 Seattle, WA £42,090 £48,990 £51,060 £86,940 £110,400 £102,810

Salt Lake City, UT £33,120 £42,780 £56,580 £63,480 £71,070 £77,280 Atlanta, GA £38,640 £51,060 £53,130 £73,140 £84,870 £95,220 £154,560

Philadelphia, PA £42,090 £53,130 £48,990 £72,450 £95,910 £114,540 DC Area, DC-VA £40,710 £48,300 £50,370 £76,590 £97,290 £95,910

Virtual / Remote £44,160 £52,440 £62,790 £76,590 £87,630 £114,540

US Entry Level: 2yrs £42K ($61k)

US Mid Level: 6yrs £85k ($123k)

US VP Level: 6+yrs £142K ($206k)

3 types of Analytic`s Organisations

Agency

Side

Vendor Client

Side

Agency-side - Pros: Wide variety of experience with different clients, tools and business models. Can be a fast-paced environment, which many thrive on. - Cons: Business knowledge may not be as deep as it would be working client-side, since attention is often split across multiple clients.

Web Analytics vendor For example Adobe Omniture, Webtrends, GA. - Pros: Ability to influence product development. Deep knowledge of one tool, varied experience spanning many clients and sectors. - Cons: Knowledge may not be as deep as when working on the client-side. Sometime only involved in initial implementation and not full project. Some vendor have unique way of doing things since they are focusing on one product and how they tackle analytics challenges.

Client-side Pros: Opportunity to really contribute to and deep drive analytics in an organisation and develop a team. Cons: Experience may be narrower, one business model and one or two tools.

Note: The Size of Agency or Client also a factor in role/tasks.

Rates for Agency vs Client side? (London Survey Feb-2014)

Client side

Agency Side

Diff

Junior £26,161 £23,310 -12%

Mid-level £39,486 £35,766 -10%

Senior £61,873 £60,830 -2%

C-level £114,199 £95,212 -20%

Pg16 http://www.propellondon.com/uploads/resource/Digital_Salary_Insights_5th_edition.pdf

Skills needed to be a Good Analyst

3 flavours of an Analyst

Business

Technical Analytical

Account Manager Strategic Client facing Project Management Sales & Account Management Chatty

Developer JS skills for Custom HTML GTM skills for DOM scrapping Big Query Skills Logical

Analyst Familiar with Analytics Web interface Excel & data mining skills PowerPoint & presentation skills Naturally Curious

Hero Factors!

Benchmarking your Skills

DAA: Skills Test & Gap Analysis

daa.devwareapps.com/DAA/GapAnalysis

DAA: Skills Benchmarking

daa.devwareapps.com/DAA/GapAnalysis

Video explain most common Job Description

youtube.com/watch?v=jngMfa4t_Bc

Video explaining common skills used Job Descriptions

Full report on Job Descriptions skills... (from 2012)

https://www.dropbox.com/s/l0qvx4maxzw3e0b/2012%20DAA_Web_Analyst_Job_Task_Analysis_Report.doc?dl=0

Example of Curiosity...

Facebook character (here`s mine)

http://labs.five.com/i6p57kfn85tb

Find students with a similar Character or Mindset to me

(based on Facebook posts)

I was looking for a student with... High Extraversion Agreeable with me Moderately Conscientiousness Slightly Neurotic More Open than me

Results

Extraversion

Energy, positive emotions, surgency, assertiveness, sociability and

the tendency to seek stimulation in the company of others, and

talkativeness.

Agreeableness

A tendency to be compassionate and cooperative rather than

suspicious and antagonistic towards others. It is also a measure of

one's trusting and helpful nature, and whether a person is generally

well tempered or not.

Neuroticism

The tendency to experience unpleasant emotions easily, such as

anger & anxiety. Neuroticism also refers to the degree of impulse

control.

Conscientiousness

A tendency to be organized and dependable, show self-discipline, act

dutifully, aim for achievement, and prefer planned rather than

spontaneous behaviour.

Openness

Appreciation for art, emotion, adventure, unusual ideas, curiosity, and

variety of experience. Openness reflects the degree of intellectual

curiosity, creativity and a preference for novelty and variety a person

has. It is also described as the extent to which a person is imaginative

or independent, and depicts a personal preference for a variety of

activities over a strict routine.

Facebook tell me about myself?

http://www.wolframalpha.com/facebook/

What can I learn from my Tweets?

(tool not currently working) tweetpsych.com Try twitalyzer.com

Psychometric data insight (run this on yourself)

“flag page” 20 question survey to find your motivations

www.flagpage.com

“eHarmony” 100 question survey to fins your character

180 question “Clifton-gollup” strength test results…

strengthstestapp.workuno.com/freesf10.html

Also... Personality Tests

http://www.16personalities.com/

aka Phils version of 360 degree-employee reviews

Peer reviews insight

Or can you guess a persons Job Title based on Linkedin Endorsements?

The importance of good Social endorsements will increase!

bit.ly/socialcapitalvideo

Places to get... Social endorsements & badges

• Forums (google groups) • GitHub (code collaboration) • Meetup group ratings! Example Badges • Best Answer • Rising Star • Top Contributor • Level 20

LinkedIn Endorsements Game

Online challenge & Gamificaiton

Real world example of Social endorsements (aka 360 reviews)

…and what does my iCard look like?

How do I view myself?

Questions…

Me…

Friends & Family said…

Conclusion:

Or maybe…

Brand “you”...

My LinkedIn journey…

(tool depreciated) http://timeline.linkedinlabs.com/

Other Analyst`s in the field…

* What you studies at bath * What you are you doing now * What`s great about Online marketing & Jellyfish * What Advice would you give to graduate interested in this area * Mention you have a Graduate recruitment program

Thanks &

Questions?

Appendix

Industry Accolades

Common Job Description parts... Reporting and Forecasting

Develop dashboards to provide insight and drive business decisions Present performance reports to management, stakeholders and clients Assess reporting needs and how they relate to business requirements Create automated reports Create in-depth customized reports Monitor performance trends Develop forecasts for key performance indicators Make actionable recommendations based on insights Develop usability reports, usage test reports and dashboards with recipients to ensure continued relevance

Ability to put the following knowledge into practice:

Calculation of lifetime values Effective communication of the same conclusions to different audiences Dashboard effectiveness in meeting company's needs Cause-and-effect dynamics affecting trends Transformation of complex data sets into meaningful conclusions and recommendations Report/dashboard design best practices

Analytical Business Culture

Develop and sustain an effective web analytics process and infrastructure Develop performance goals for web analytics Measure progress against performance goals Manage client relationships and expectations from analytics Educate clients and stakeholders on best practices and proper use of analytics Train clients and stakeholders on the use of and reporting features of the analytics tool Implement a website release process to accommodate web analytics requirements Build business processes for data and analysis requests Evaluate technologies as part of overall strategic plan Promote the value of site optimization efforts Work with other departments to drive adoption of analytical principles in your organization Create a culture of testing within an organization Use secondary research for competitive analysis and benchmarking

Ability to put the following knowledge into practice: Change management Drive improvements in testing capability Help other departments define meaningful and accountable objectives Maintain positive relationships with stakeholders Cultivate an environment where analytics are embraced Quantitative and qualitative research project management Vendor selection that meets organization's requirements Best practices for analytics and optimization Business intelligence tools to manipulate data, investigate anomalies, construct data sets and build models Effect of analytics on business culture Key components of a standard website release process

Site Optimization

Measure and optimize traffic flows Monitor and evaluate site effectiveness by using KPIs Identify opportunities to improve conversion Reduce funnel dropout and site abandonment Evaluate visitor consumption of content using content groups Evaluate content popularity over extended periods of time Assess web structure and design based on flow and funnel data or customer feedback Identify navigational and copy issues Recommend web page modifications to improve visitor conversion Evaluate onsite search results to improve user experience and reduce site abandonment Design and implement metrics in a site redesign, content change or campaign driven change Use online survey methods to assess visitor satisfaction Interpret website customer perspectives through quantitative analysis

Ability to put the following knowledge into practice:

Shopping cart abandonment analysis Content monetization model Complex site optimization project management (i.e., set objectives, milestones and drive to completion) Content management technologies Form abandonment and completion analysis setup Importance of testing in site optimization process Website technical issues that can affect analysis of data Supplemental site navigation (e.g., site indexes, guides and maps) Difference between designing for usability and designing for visitor conversion User segmentation analysis Ways to improve scent trails

Marketing Campaign Optimization

Assess and improve unpaid search keyword performance Recommend use of landing pages and micro-sites to improve campaign conversion Assess and optimize email campaign conversion Assess and optimize pay per click campaigns Assess and optimize remarketing campaigns Assess and optimize display advertising Create effective dashboard to track campaign performance Use advertising and web metrics to enhance the campaign budget allocation process Analyze data from mobile applications Analyze data from social media applications Provide ROI analysis across multiple marketing channels

Ability to put the following knowledge into practice:

How adservers work Advertising placement terminology and purchasing methods Conversion funnel and customer acquisition analysis Different types of PPC and affiliate campaigns PPC keyword optimization Bid management, including automation and dayparting Benefit of micro-sites and landing pages on PPC campaign management Email marketing tactics Keyword planning to improve ad copy and landing pages Measurement of branding campaigns

Who am I?

LinkedIn Endorsements Game

LinkedIn Endorsements Game

LinkedIn Endorsements Game

LinkedIn Endorsements Game

Analytics Career Development Analysis of oneself

TYPE:

FOCUS:

LANGUAGE:

TAGS:

x Beginner q Intermediate q Advanced

Phil Pearce Senior Analyst @philpearce “I eat hits for breakfast”

LEVEL:

q Workshop x Short Presentation x Discussion

q Technical q Analytical x Business

English

#MoreMoney

#UpSkill

Open discussion and feedback on my Social CV (aka quantified self) project welcome.

• Live demos & comparisons of your: • Facebook fivescores • Twitter psych • Linkedin endorsements • Clifton-gallup strengths test

• Comparisons of best training resources. Slides: bit.ly/analysisofme

Richard Fergie Consultant @richardfergie

Get your own Avatar?

Links 1 Psychometric Quiz`s about you

http://quizdoo.com/can-we-actually-guess-your-profession/

http://www.16personalities.com/

http://strengthstestapp.workuno.com/freesf10.html (180 questions but bery useful results)

http://www.flagpage.com/ (turn-off audio)

Google/Twitter/Facebook instant results about you:

https://www.google.com/settings/u/0/ads/ (interests)

http://www.twitalyzer.com/ (hash cloud) and https://analytics.twitter.com (info about your followers)

http://www.wolframalpha.com/facebook/

http://app.teachingprivacy.com/ (where are you based)

Demand and Salaries

http://www.cwjobs.co.uk/salary-checker/average-web-analyst-salary

http://www.payscale.com/research/UK/Job=Web_Analyst/Salary

http://www.itjobswatch.co.uk/jobs/uk/senior%20web%20analyst.do

Links 2 MP3: Career development podcasts1 by iqworkforce.com in USA

http://www.beyondwebanalytics.com/2013/03/04/episode-65/

http://www.beyondwebanalytics.com/podpress_trac/web/754/0/EP65.mp3

MP3: Career development podcasts2 by iqworkforce.com in USA

http://www.beyondwebanalytics.com/2010/11/30/episode-35/

http://www.beyondwebanalytics.com/podpress_trac/web/553/0/EP35.mp3

MP3: Interview with a Senior Analyst from Google (Krista Seiden)

https://www.jeffalytics.com/krista-seiden-interview-transcript/

https://itunes.apple.com/us/podcast/jumpstart-with-jeffalytics/id1045010339

Video: 5min Candidate example video by a Marketing & Analytics Graduate

https://www.youtube.com/watch?v=ydnuHQhOUJc

Video: TrustRank for an individual in a social marketplace (e.g. Freelancer.co.uk / TaskRabit, Uber etc)

http://www.ted.com/talks/rachel_botsman_the_currency_of_the_new_economy_is_trust?language=en

Social Profiles (aka brand yourself):

http://brandyourself.com

http://branded.me

http://about.me

http://flavors.me

http://clippings.me

http://storify.com

Links 3

Industry Survey page:

http://www.digitalanalyticsassociation.org/career_resources

http://www.adlib-recruitment.co.uk/blog/wp-content/uploads/2015/12/Salary-Benefits-and-Employment-Survey-for-the-Creative-Technology-Marketing-and-Digital-Sectors.pdf

http://www.propellondon.com/uploads/resource/Digital_Salary_Insights_5th_edition.pdf

InfoGraph of skills

http://www.analyticshero.com/wp-content/uploads/2012/02/analyst_skills.jpg

http://www.marketingdistillery.com/wp-content/uploads/2014/11/mds_f.png

http://www.smartinsights.com/wp-content/uploads/2013/02/online_marketing_careersinfographic.jpg

http://d2f7pji75fjg5q.cloudfront.net/wp-content/uploads/2012/04/daa_us_compensation_web_analyst_infographic.png

http://blog.jobs4web.co.uk/wp-content/uploads/2012/05/web-jobs-average-salaryi-nfographic_mar2012.jpg

Blog post:

http://www.kaushik.net/avinash/hiring-a-senior-web-analyst-heres-a-suggested-job-requisition-description/

My Slides from Bath Uni presentation

http://www.slideshare.net/phildpearce/a-study-of-digital-data-about-yourself-by-phil-pearce

Freaky tools:

http://theinspirationroom.com/daily/2012/intel-museum-of-me/ (https://www.youtube.com/watch?v=ezUrPWTR99w )

https://www.dreamhost.com/blog/2011/10/28/take-this-lollipop-i-dare-you/ ( http://www.takethislollipop.com/ )