Analysing Analytics: Exposing the gap in the web analytics labour market - Adrian Kingwell
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Transcript of Analysing Analytics: Exposing the gap in the web analytics labour market - Adrian Kingwell
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Findings from job boards
Search for “web analytics”• Monster: 193 jobs• TotalJobs: 184 jobs• OnlyMarketingJobs: 193 (out of 3,724)
Note: Some duplicates, many not purely ‘web analytics’ positions
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Findings from job boards
“Web analytics positions are the least likely to be filled”• Constraint on supply, too few people• Corporate salary bands mean higher
wages are not attracting new blood in
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Findings from job boards
Which tools and skills?Searching for these terms on OMJ produced these jobs• Google Analytics 155• Omniture 39• Webtrends 15• Coremetrics 12• Maxymiser 3
2008Avinash Kaushik’s blog - “Analytics Careers Advice: Jobs, salaries, technical and business roles”
The takeaway: “Stay Individual, stay Business”
But “web analytics” rarely appeared in a marketing job description
2013 “Web analytics” is now appearing in digital marketers’ job ads.
The skills are shifting.The jobs are changing.
There is career potential.
It only takes 2 years of good Omniture experience to go from exec to manager
Exec Manager Director/Consultant
Implementer £25-35k £35-£50k £60-£120k
Data miner £25-30k £30-£50k
Data-savvy marketer
£25-35k £35k-50k
Breadth of experience
Knowledge of tools
Strategy
Experience in marketing AND analytics
What is their current situation? Contractor
15%
Web analytics agency12%
Digital agency15%
Client-side35%
Looking for work23%
Current job situation
What do salaries look like? Up to £24,000
£24,000 - £29,999
£30,000 - £35,999
£36,000 - £41,999
£42,000 - £49,999
£50,000 - £59,999
£60,000+
Would rather not say
Permanent Role Salaries
What are the most common tools?
Google Analytics
Adobe SiteCatalyst
Webtrends
ComScore
IBM Unica
iJento
20
11
7
5
0
0
Tools Skillset
How do analysts develop their skills?
Learning on the job
Paid training courses
Free training courses
My colleagues teaching me
Message boards, social networking
Tools vendor websites
I already have these skills
19
8
12
11
12
10
5
Skills development
What new skills/tools are expected to be in demand?
Tag management
Data mining
Data visualisation/clickmaps
Testing/optimisation
6
6
3
4
Hot skills/tools