careers in analytics€¦ · digital analytics •digital analytics (formerly known as web...
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Careers in Analytics Jobs in High-Demand, Lucrative and Vital to any Business
1. What is Digital Analytics?
2. Careers in Analytics
3. Hard Money Analytics
4. Digital Analytics Engineering
5. Next Generation Products
6. Data Storytelling
AGENDA
COGNETIK
Where you can find us
Our team of 40 professionals is
located across the United States
and Europe. This allows us to
be close to our clients and to
add the best talent from around
the world.
OUR LEADERSHIP:
Daniel Herdean CEO
Co-Founder
Chief Analyst
Co-Founder
Chief Data Engineer
Co-Founder
VP of Engineering
Matt Alexander Catalin Iuga Radu Lucaciu
AREAS OF EXPERTISE Our agency provides support across the entire Digital Analytics
stack.
MEASUREMENT STRATEGY
DATA COLLECTION
PRODUCT ANALYSIS
AUTOMATED REPORTING
PERSONALIZATION
PREDICTIVE ANALYTICS
MARKETING AUTOMATION
MARKETING ANALYTICS
OUR CLIENTS
WHY WE’RE HERE
WHO WE ARE
• We love our jobs and want to “share the love”.
• The Digital Analytics industry has a massive shortage of knowledgeable
resources for hire.
• We want to spread the word about how Digital Analytics helps both
companies AND internet/mobile users.
DIGITAL ANALYTICS
ANALYTICS: THAT’S WHAT MAKES THE WEB GO ROUND
DIGITAL ANALYTICS
DIGITAL ANALYTICS
ANALYTICS: THAT’S WHAT MAKES THE WEB GO ROUND
DIGITAL ANALYTICS
ANALYTICS: THAT’S WHAT MAKES THE WEB GO ROUND
DIGITAL ANALYTICS
ANALYTICS BENEFITS INTERNET USERS
DIGITAL ANALYTICS
ANALYTICS BENEFITS INTERNET USERS
DIGITAL ANALYTICS
ANALYTICS BENEFITS INTERNET USERS
DIGITAL ANALYTICS
• Digital Analytics (formerly known as Web Analytics) is:
• Aggregated, site-specific, anonymous data about how users interact
with a website or mobile app
• Used to track the success of marketing efforts or improve user‟s
experiences
AN INTRO TO DIGITAL ANALYTCS
“8.5 million users came in off of a
paid search ad, 9% of whom
went on to purchase this
product…”
DATA ANALYTICS REPORTING
DIGITAL ANALYTICS
A KEY PART OF THE ORGANIZATION
DIGITAL ANALYTICS
DIGITAL ANALYTICS
User Experience
“63% of our users left
our flow when we
fcheckout orced them
to sign up to
proceed.”
Personalization
“Let‟s present users
currently in the path
of this hurricane with
storm supplies
directly on the home
page!”
Marketing
“We spent $20,000
on google ads last
month, but people
who came from those
ads rarely spent
money on our site!”
Optimization
“Are users more
likely to sign up for
our demo if the
button says „get free
quote‟, or „see the
product at work‟?”
Development
“We invested a lot of
resources into our
new mobile app, and
12,000 new users
signed up in our first
week!”
THIS INDUSTRY IS TAKING OFF
DIGITAL ANALYTICS
“Big Data & business analytics software worldwide revenues will grow from
nearly $122B in 2015 to more than $187B in 2019.” (Forbes in 2016)
“The growth rate in marketing-related analytics hires is what‟s eye-popping – up
67% over the past year, and 136% over the past three years.“ (Forbes in 2013)
Adobe‟s Marketing Cloud alone is expected to command a
$27 billion market by 2018.
TOUGH COMPETITION
DIGITAL ANALYTICS
Of Fortune 500 companies in 2016:
• 69% had Google Analytics
• 28% had Adobe Analytics
• 10% had Webtrends
• 4% had IBM
ALL of them had at least
one of the four.
WHO’S IN THE GAME
DIGITAL ANALYTICS
BIG PLAYERS
DIGITAL ANALYTICS
CAREER OPPORTUNITIES
GREAT BENEFITS
CAREER OPPORTUNITIES
US Annual Salaries by Analytics Title*
*Source: DAA 2016 Compensation Survey
DIGITAL ANALYTICS ROLES
CAREER OPPORTUNITIES
• Digital Analysts
• Data Visualization Analysts
• Analytics Engineers
• Quality Assurance Specialists
• Data Scientists
• Project Managers
• Product Managers
• Product Engineers
DIGITAL ANALYSTS
CAREER OPPORTUNITIES
• Establish KPIs and create a measurement
plan
• Analyze data to answer business questions
and discover insights
• Communicate insights to marketing and
product managers and work with them to
recommend actions
• Skills Needed:
• Strong communication and presentation
skills
• Google Analytics and/or Adobe Analytics
• Excel, Tableau, R
• PowerPoint
DATA VISUALIZATION ANALYSTS
CAREER OPPORTUNITIES
• Architect and build data models needed to
power dashboards - across multiple data
sources
• Design clean, concise and beautiful dashboards
to Tell a Story while driving to actionable insights
• Build drill-down interactive dashboards to allows
users to dive deeper into the data
• Skills Needed:
• Strong communication & presentation skills
• Strong data design skills
• Google Analytics and/or Adobe Analytics
• SQL, Excel, Tableau, Alteryx
ANALYTICS ENGINEER
CAREER OPPORTUNITIES
• Implement analytics tracking solution designs
across web and mobile apps
• Document KPIs and technical requirements
• Collaborate with business stakeholders and
analysts to optimize reporting and analytics
abilities
• Skills Needed:
• Google Analytics and/or Adobe Analytics
• Google Tag Manager, Adobe DTM
• HTML
• JavaScript, jQuery, CSS
MORE RESOURCES
DIGITAL ANALYTICS
Digital Analytics Association
#Measure channel on twitter
#Measure Slack Channel
Books:
oWeb Analytics 2.0 by Avinash Kaushik
oWeb Analytics Action Hero by Brent Dykes
Analysis Exchange
Follow industry blogs:
Adobe Marketing Cloud
Google Analytics
Watch blog.cognetik.com for full list of resources.
QUESTIONS?