We can talk to no end about the fantastic opportunities in our field. More advertising dollars are going into Digital every year, and the days of running campaigns without quantifying their impact are over. Everything must be measured and optimized, and more and more advanced analytics techniques are being used to drive business decisions. These trends have created an environment where the career opportunities are ever-expanding, and the talent pool is not nearly as deep as employers would like it to be.
In the face of the exciting, fast-paced, and highly lucrative opportunities available for those seeking jobs in web analytics, the vast majority of candidates have no clue how to break in to the community. No one has articulated what employers are looking for. If you are struggling with this very situation, the following has been written for you:
When we are talking to potential entry level candidates, we generally look for two things right off the bat. The first is general math aptitude. We love to see applicants with math, economics, finance, or computer science backgrounds. If this does not describe you, that's okay. I have seen a number of standout analysts come from non-quantitative fields of study. Just know that you will need to somehow demonstrate a love for numbers in order to be given a chance.
The next thing we look for is a passion for learning. The skills a Web Analyst needs are many, and they are all learned on the job. We do not expect candidates to have the skills they need when they show up for an interview, but we do need to know that they are excited to learn. There is a considerable ramp up period before new Analysts become useful resources. It is great to see a candidate who touts their ability to learn quickly, which will reduce the length of that ramp up period, and increase their likelihood of success in the role.
Once a potential Analyst has passed through the first two criteria, we then start to think about the additional attributes that would make someone a potential star. The big one is communication skills. I do not believe in the back room Analyst. To be successful, candidates need to be able to work effectively with the internal team, and be able to convey competence and thoughtfulness in front of the client.
The last character trait I am looking for in a candidate is ambition. The role of a Web Analyst is one where there is an unbelievable amount of opportunity for someone who is willing to put in the extra time and learn new skills. When we hear that someone is willing to pick up a book and teach themselves something new, that is of great value to the team.
You will notice that I have not mentioned anything about SiteCatalyst, Google Analytics, or other technical web analytics skills. It has been my experience that the character traits and general math aptitude are much more important than hands on experience with the tool set. I have hired eight Web Analysts so far in my career, and only one had any previous experience with the tools he was going to use.
That is not to say technical skills are unimportant. If you have some basic html experience, that is a huge plus. If you consider yourself an Excel guru, we will love you for it...but only if you pass the initial character tests firsts.
I hope you have found this helpful. If you have any questions, don't hesitate to contact me.
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