Website Analysis Career Planning Guide
Source: Shangpin China |
Type: website encyclopedia |
Time: 2013-05-19
Note: The article is from Avanish and has been translated as follows with his authorization.
Website production Shangpin China (www.sino web. net): An email I received asked me this question: "How to enter the field of Web analysis?"
This question is asked almost every day.
I'm not surprised that so many people are interested in Web analytics. There are too many interesting things in the world of Web analytics. More and more companies have begun to think positively about the impact of the network/website on them. They begin to understand the power of data, try to please customers, and promote the implementation of online marketing responsibility system according to data analysis.
I have said many times that analysts will not be a declining job in the next N years. Especially in the field of Web analysis, excellent analysts will continue to be popular at any time.
If you want to "enter", or if you have "entered" the industry of web analysis (warmly welcome) but still have some things not figured out, here are some tips to help you think about whether to exit this field, or figure out the problem, and then conduct your website analysis strategically and skillfully
# 1: Find out the best path of your career.
This may seem strange. You are not immediately required to participate in JavaScript training classes or become familiar with analysis tools such as Yahoo! Analytics or start analyzing your resume.
Why is always before what. The same is true at the beginning of "network analysis". Think about "why" before doing "what".
Let's take two minutes to understand the classification of Web analysts. According to job functions, current Web analysts can be divided into the following two categories:
A. Web analysis implementers (they are familiar with JavaScript code of various website analysis systems, such as Omniture, and can make full use of code configuration to make the website analysis system play its due role)
B. Web analysis data reporters (99% of their energy will be reflected in demand processing, work with the Web analysis implementers, and generate and present relevant data reports)
Before I begin my next elaboration, I must emphasize that both are very necessary roles. Without A, you will have nothing, while without B, most companies will not be able to obtain relevant website data reports. Most people believe that obtaining data reports is the main manifestation of the successful implementation of website analysis.
But in fact, neither of the above two roles is a real Web analyst.
After careful consideration from various aspects and roles, I divided network analysis into four different roles. Each role needs different combinations of skills, and the career development path will be different. Of course, this will also lead to different salaries.
Therefore, first understand your practical skills, and then determine which of the following career development paths is more suitable for you (at least confirm which path you are suitable to take at the beginning). If you do this, you will feel happy (put money aside first, at least in the initial stage, focus on happiness first). If you do this, you will have a good career development after you start (and you can make progress at any time).
How to choose your career path?
In the suggestions, you can read my previous articles: Analytics Career Advice: Job Titles, Sales, Technical&Business Roles (Website analysis career suggestions: professional title, salary, technical and business roles. For Chinese reading, see page 314 of Mastery in Web Analytics 2.0 - User Center Science and Online Statistical Science). For each career development path, it gives the following contents: employment prospects, salary prospects, long-term position growth, etc.
On page 319 of Chapter 13 of Mastery in Web Analytics 2.0 - User Centered Science and Online Statistical Science, you will also find a summary of these four career development paths, which can be well reflected in the following 2 × 2 matrix:
The salary figures are for reference only. You can roughly check the possible salary of each position. The specific salary is determined according to your work ability and work experience. Remuneration will vary between positions.
Remember:
1。 Your best career path should be within your power.
2。 The above four development routes are not isolated, but you can become an important role in one category of the above matrix, but also have some intersection with the work content of other categories.
3。 If you don't know your best career path, you will be in great pain.
4。 Only those within the four categories mentioned above can be called Web analysts. Other roles may be important roles in the network analysis world, but they are not web analysts.
5。 You can develop from one role to other more advanced roles over time.
So what is your advantage? Individual contributors? Or a team leader? What aspects do you want to focus on? Business? Or technology? After reading about the career development path of Web analytics in Mastery of Web Analytics 2.0, think about where you want to go?
Update: This blog is mainly for analysts who want to develop into business analysis type (above the "business" matrix). Therefore, what I emphasize here is the ability to analyze and solve practical problems in business. Of course, technical ability is also important, but I don't emphasize it here, and it needs to be taken into account in your career development.
# 2: Select two key Web analysis tools.
It seems too hasty to mention Web analysis tools when you just think about your technical capabilities. However, Web analysis tools are so important in our work that we have to mention them in advance wisely, so that we can know how to go in the future.
For example, if you choose Omniture or WebTrends or ICoreNica as the tool, you must pass the systematic learning and training and obtain the certification of the above companies. You have no free version to try, no free training, and no relevant books to learn. These are powerful tools designed by the largest company in the world that employs many professionals. Therefore, it is not about the function of the tool, but about how you get your first web analysis job.
Two gravel roads
If you choose Yahoo! Analytics or Google Analytics or Piwik, you can start faster on the road of Web analysis. These tools are free. Anyone can download and configure to any of their websites. There are a large number of books about the use of these tools, including inexpensive training (YWA and GA), as well as free resources such as Conversion University (video, audio, more). Therefore, you can immediately get very good Web analysis tools and very good Web analysis learning opportunities.
Important: This is not to say which tool you choose is better or worse. Those boring vendors and some stupid consultants may tell you how these Web analysis tools are, but there is no such thing as high-level or low-level tools. The choice of tools does not mean that you will succeed or fail in the end. Because before you know the business you want to analyze, you can't determine which Web analysis tool is more suitable for your business. They are just different.
It's important to emphasize that when you just start, it's better to make a clear choice, because it will determine your next step. Be careful!
The title above refers to two tools. Did you notice?
When some data analysis practitioners answer some business questions, they will use click stream data as well as other data, such as customer feedback or competitor intelligence. Therefore, in addition to being familiar with Omniture, Google Analytics and Baidu Analytics, you can also choose other tools for in-depth analysis of customer feedback and competitor intelligence.
This will ensure two things:
1。 This will be a very, very strong signal. It will tell your future employer that you don't just know some clickstream data. You have a very clear understanding of all aspects of the whole problem.
2。 You will be able to start learning the skills/experiences mentioned above! These skills/experiences will become the signals mentioned in the first point.
If you don't know which tools to choose, the following are the simplest tools for reference. Survey tool: KissInsights or 4Q Survey. Competitive intelligence analysis tools: Compete, Google Insights for Search, DoubleClick Ad Planner, Trends for Websites
Select two starting points. Start your journey of web analytics.
# 3: Learn web analysis.
Have you chosen a preliminary career path? Confirm! Have you selected a Web analysis tool? Confirm! Want to know more about Web analysis and application tools? OK, let's start!
Books:
This is an old-fashioned way of learning, but I like to start with books. Please note that we have entered # 3, but I haven't asked you to install anything!
Buy two books.
A book of overall Web analysis strategy should cover Web analysis environment, application of mental model, key analysis technology, etc. Essentially, it is a book that teaches you how to think. I would recommend my book website analysis 2.0 (5 languages!) or Steve's Culture of Analytics or Gemma and Tristan's El Arte de Medir or Juan's Meta Analytics. [ Tip: If you have other better reading materials, please add them in the comments. Thank you.]
A very good reference book. Use Yahoo! Analytics friends can read Dennis's Yahoo! Web Analytics。 Google Analytics related reference books include Brian's Advanced Web Metrics with Google Analytics (Chinese version of "The Secret of Traffic"), Justin's Google Analytics or Timo's Google Analytics: Implementers Interpretieren. Professional (German, Google Analytics – implement, interpret, benefit). When you use Web analysis tools, you will find that the interface or content of the tools mentioned in these books is somewhat different from the actual system (the system is constantly updated), but the knowledge in these books is comprehensive and systematic, which is the best tool for you to learn Web analysis.
Blog:
There is no doubt that the latest knowledge appears on blogs.
Select two blogs.
Choose a blog of a web analysis practitioner, who can teach you the ideas, implementation methods, and some knowledge of web analysis). On the right side of my (Avanish) blog page, there are many links to such blogs (most of them are in English, and the blogs of Song Xing and Lan Jing are in Chinese). Here is a list for you.
Favorite Reads： •Seth Godin's Blog •Junk Charts (Kaiser) •Six Pixels (Mitch Joel) •Kaizen Analytics (M Notte) •Zoom Metrix (Kris Irizawa) •Iterative Path (R Srinivasan) •Online Behavior (D Waisberg) •You Are Not So Smart (D McRaney) •Donde esta Avinash cuando se le necesita? (G Vera)
Analytics Blogs （refresh page for more）： •Applied Web Analytics (Dan C-J) •Cardinal Path Blog •Non-Line Blogging (D Hughes) •Mine That Data (K Hillstrom) •Google Analytics Skills (Chinese) •Trending Upward (S Thayer) •Web Analytics in China •Web Analytics Nutzen •Code By Numbers (Rudi S) •intereye - Web Analytics (German, P Pletsch)
Select your web analytics provider's blog. Every decent vendor in the world has an active blog that teaches their users how to use their tools. My favorite is Omniture's blog //blogs.omniture.com/ There is much knowledge in it. If you use Google Analytics, you can subscribe //analytics.blogspot.com Content in.
From the list of blogs above, you will find that what is recommended above is a combination of marketing, design, analysis and critical thinking blogs. This is what I think is necessary for success.
The content of the two blogs is not too much. But you must read carefully the two blogs you choose. Stay hungry， stay foolish.
Certification course:
If you can, you can take some certification courses (this is a supplement to the content mentioned above, rather than using it to replace the learning method above) to improve your web analysis skills. You can consider taking the Market Motive course of the following universities, such as the University of British Columbia or the University of California at Irvine or the University Laval (disclosure: I am one of the founders). If you choose GA, you can consider taking the Google Analytics IQ certification exam (training materials are free, and the exam fee is $50).
My experience is that structured courses teach you how to think. They don't (except GA IQ) teach you how to use tools. Your start is very important. Once you get entangled in s.vars, e.props (the common code configuration form of Omitture) and event code configuration, all the nonsense will be difficult for you to rise to a level of strategic thinking, business operation analysis, and a really important level. So, if you can afford it, it would be a good choice to take a certification course. (Of course, there is no such systematic training course in China, only some sporadic sharing and exchange meetings. Some videos have been uploaded to the website for learning and watching.)
Maybe you don't want to spend too long (such as two years) preparing for your career in web analytics; But three to six months may still be necessary (because you still have to complete all the items listed above and below).
College courses:
The job requirements of a Web analyst do not require a special degree (at least not yet). I have hired some people without college degrees, such as forest rangers, financial analysts, database programmers, etc. (as long as they have an analytical thinking). But if you haven't learned any statistical knowledge, I strongly suggest you take some statistical courses. If the organization near you provides courses of quantitative or qualitative analysis (such as direct marketing or market research, or even traditional analysis), it is also a very worthwhile investment. It will definitely help you start your career.
If you make a study plan according to the above mentioned content, it is also a challenge, because you need to read two books (at least once) and two blogs (consecutively), try Web analysis tools, and take a course (if possible). Therefore, my suggestion is to take a three-month/six-month course when reading a book on network analysis strategy. Read the reference book when you use the Web analysis tool.
# 4: Practice in the real world.
The person interviewing for a Web analytics position may have only used Omniture but no experience with any other Web analytics tools. They only show limited theoretical knowledge or just have a diploma. This does not help them get an ideal job.
You can learn how to fish in a book or university. But you won't get the real fish unless you really hold the fishing rod and spend hours sitting by the pond.
You have a fishing rod (a free Web analysis tool), but now you have to walk to the pond. Go to a website to start your web analytics work. Whether the website is owned by your family, your favorite charity, or your friend's business... (It is recommended to buy a domain name, a space, and a CMS or blog, but the cost is not much anyway) Start your own website analysis work!
Website analysis career advice: practice in the real world!
Don't wait for your boss to allocate the budget. Don't wait to sign up for a project. Don't wait to be selected... Don't wait! Go to the real world and use your abilities!
# 5: Look for your first web analytics job.
Now you may have spent three to six months investing in yourself. It's time to start looking for a job. (Here is a long description of how to choose Web analysis in the United States. It will be omitted here, and only the essence of it will be included in the suggestions.)
Suggestion: If this is your first job as a web analyst and the salary offered by your boss is not very high, you can consider getting this job first. But if you work hard enough, the situation will soon change! This is how Avanish came here.
Supplement: # 6: Avoid large-scale overestimated activities.
Your time is precious. I feel obligated to disclose two "secrets", and your career planning may benefit from them. Many people may have two inappropriate inputs:
1。 Spend four hours a day tweeting and joining a bunch of conversations.
Arrange your time properly. With so much time, you should invest in your personal and professional development goals.
2。 Attend at least 5 web analysis conferences within one year.
One or two is enough, no matter who pays (you or the employer). If you attended a conference this year, it is recommended that you do not go to the same conference in the next two years. Because the content of the meeting is generally not fundamentally changed in the short term.
In addition, you can learn about the breadth of website analysis 2.0. You can try to attend meetings on other topics, including search, affiliate, EDM meetings, and so on. Participating in such exchanges will help broaden your mind.
Now more and more people are interested in Web analysis. Indeed, Web analytics is an exciting thing that can even change businesses and life. This is a valuable career from any angle: work, salary, satisfaction, etc. Love her, you will gain a lot!
Well, it's your turn.
If you are a newcomer to Web analysis, do you think the guidance of these five steps is helpful? Are there some steps you don't know? Do you design your plan in the order of the steps listed above? Are you trying something else? Or what information did I miss? This article was published by Beijing website production company Shangpin China //ihucc.com/
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