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Digital Analytics Upskilling & Career Tip
But first... Test of Skill
Can We Actually Guess Your Profession?
quizdoo.com/can-we-actually-guess-your-profession/
I got...
And “apparently” this is me...
http://www.zimbio.com/quiz/rLuIu8LC2yD/Simpsons+Character
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 (£UK crawl data) Mar-2016
#MeasureCamp 2016
harnham.com/web-analytics-jobs
Salary info (€EU crawl data) Mar-2016
#MeasureCamp 2016
harnham.com/job/digital-analyst-jobid-23464
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)
http://blog.jobs4web.co.uk/wp-content/uploads/2012/05/web-jobs-average-salaryi-nfographic_mar2012.jpg
“Web Analyst” £38.4K avg Salary info (Survey data) Mar-2012
http://www.cwjobs.co.uk/salary-checker/average-web-analyst-salary
“Web Analyst” £37.5K 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 Salary info (Survey data) Apr-2012
http://d2f7pji75fjg5q.cloudfront.net/wp-content/uploads/2012/04/daa_us_compensation_web_analyst_infographic.png
USA Salary info (Survey data) Apr-2012
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
Video explaining the DAA skills test
youtube.com/watch?v=sxV9d0TeVy8
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)
“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”...
Links to “Brand yourself” micro sites
• brandyourself.com
• branded.me
• about.me
• flavors.me
developer.linkedin.com/support/developer-program-transition
• clippings.me
• storify.com
• vizualize.me
• behance.net
Note: LinkedIn blocked most of these sites on 19th May :(
Video Example from Marketing & Analytics Graduate
• youtube.com/watch?v=ydnuHQhOUJc
• behance.net/HollyCumming
• holly-cumming.branded.me/
Example of work on slideshare
• www.slideshare.net/HollyCumming/anonymised-google-analytics-feb-2015-47565707
• slideshare.net/phildpearce/presentations
WA exchange: Student + Mentor + Charity
• www.slideshare.net/phildpearce/computeraid-final-presentation
• www.webanalyticsdemystified.com/ae/what-is-analysis-exchange.asp
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
Excel: PPC algo & rank & reach tool MS Access: PPC database & Tea Rota PowerPoint: Dark Analytics presentation & Effects of cookie law Reports/Audits: SEO, PPC, CRO, Analytics and Cookie law.
Examples of work
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/ )