Career in Digital Media Analytics

CAREER IN

Slide 2 www.edureka.co/digital-media-analytics

Objectives

® Growing Influence of Digital Media

® What is the job profile of a digital media analytics professional

® How is the job market

» Job market size

» Present and future prospect

» Kind of roles on offer

® What is the career progression

® What is supply vs demand

» In terms of skill set

» In terms of size

® How our course can bridge that gap

® Brief overview of the course

http://www.edureka.co/digital-media-analytics

Slide 3 www.edureka.co/digital-media-analyticsSlide 3

Growing Influence of Digital Media

Source: McKinsey Quarterly



Models for setting up digital activities

Source: McKinsey Quarterly



Can be undergraduate from engineering, science, commerce, and statistics

Certified/trained from an online/offline platform

Could be working on google analytics, social media analytics, mobile app analytics

As per payscale.com, 10th -90th percentile salary range for internet marketing specialist is between $ 28 K and $ 59 K; similar figure for online marketing manager range between $ 38 K and $ 94 K

Typical profile of a digital marketing professional



Basic Qualification required

Skill sets Provided by Edureka

Experience with digital platforms, CRM platforms required

Strong analytical ability including building reports, analyzing data, summarizing findings for executive teams

Deep understanding of best practices and emerging trends within digital marketing, marketing automation and digital technology space.

Skill sets required from the professional

Bachelor’s Degree required

Self-starter with ability to work productively with little supervision

Ability to influence and lead large cross-functional teams in developing and executing



Right Fit

Basic Skill sets required from the professional

Bachelor’s Degree required

Self-starter with ability to work productively with little supervision

Ability to influence and lead large cross-functional teams in developing and executing

Preferred Skillset required

B2B/B2C digital marketing experience preferred

Demonstrated ability to work with multiple stakeholders and external partners to deliver tangible results

Proven experience in presenting business concepts, roadmap/plan, and technical solutions to senior leadership



Job Market Size

• As per LinkedIn, there are 175,000 jobs available worldwide for Digital Analytics professionals

Future Prospect

• The growth rate in marketing related-analytics hire is 67% over the past year, and 136% over the past 3 years• As per LinkedIn, Digital analytics is among the top 5 most powerful skills to have in demand

Roles on offer

• Digital Strategist, Digital Media Planner, Digital Media Specialist, Digital Media Analyst, Digital Media Manager• Campaign Manager, Chief Marketing Technologist, Chief Digital Officer, Google Analytics Specialist

How is the job market



Salary Range

50000 70000 90000 110000 1300000

5000

10000

15000

20000

25000

30000

Salary Range

Salary in $

No.

of P

eopl

e

Source: Indeed.com, US


Slide 10 www.edureka.co/digital-media-analyticsSlide 10 Source: Nielsen

Career ProgressionCareer Path 1 Career Path 2 Career Path 3 Career Path 4

Digital Strategist Head of Digital Chief Digital Officer Chief Marketing Technologist

Digital Media Planner Digital Media Director Digital Media Director Campaign Manager

Digital Media Specialist Digital Media Manager Digital Media Manager Digital Media Analyst

Digital Media Executive Digital Media Analyst Digital Media Specialist Digital Marketing Executive

Digital Media Executive



Digital Media Analytics Job Roles

Digital Media Analytics is an extensive field. You may specialize in any one of the below roles :®Website analyst: Tracking visits, clicks, click paths, views, bounces, level of engagement, conversions, and the

places through which the visitors came are a part of his job. Website analyst must gather insights about how each page of the website is performing and what changes could be made to ensure that the website goals are met.

®Social media analyst: Measuring and analyzing the social media presence of a company (Twitter, LinkedIn, Facebook, blogs, forums). Checking how effective your social media activities are and how they can be optimized. Tracks all the mentions of a brand name, what are the engagement levels and opinions, what are people saying, and what are the trends that the brand is going through.

®Competitive analyst: Tracks the activities of competitors on the web and keeps up-to-date about the industry trends and how will they affect the brand he works for.

®Campaign analyst: Must ensure that the message is tweaked appropriately to increase clicks and leads and all the required changes are made to ensure optimum ROI in future online marketing activities.

®Tool specialist: Having extensive knowledge and expertise on platforms like Google Analytics or Omniture helps when you need to look at specific data or manipulate the platforms to acquire the data needed specifically, depending on the analyses objectives.



What is Supply vs Demand

•As per the report of Online marketing institute, following are the skill gap with respect to various domain of digital marketing:

37%

29%

27%

27%

27%

Gap between supply and demand

AnalyticsMobile marketingEmail MarketingContent marketingSocial Media Market -ing



How our course can bridge the gap?

• The course provides a deep dive into Google Analytics and thus prepare you to be ready with most commonly used digital media analytics tool.

• It gives hands-on on all the subjects of digital media analytics i.e. web, social media, and mobile app analytics

• It will demonstrate the importance of digital analytics in business decision making• By learning to measure the success of various marketing campaigns & channels promoting

app download programs for various firms/startups• Also, the candidate also gets certified as DMA expert by Edureka after the successful

completion of the course and the certificate is validated by LinkedIn



Brief Overview of the course

Edureka’s Digital Media Analytics course provides the right skills and knowledge necessary to fully leverage and optimize the digital web presence on the various web analytics methodologies and products and the various moving parts which are essential for a successful online presence & measurement and thereby meet the demands.

8 modules to be covered as part of the course

1. Introduction to Web Analytics2. Google Analytics - An Overview3. Google Analytics - KPIs & Tools Integration4. Google Analytics - Audience Reports & Analysis5. Google Analytics - Behavior Analysis6. Conversions & Ecommerce Analytics7. Social Media Analytics8. Mobile App Analytics



Intelligent Interview Questions

How do you optimize A/B Testing across different use-

cases

Why should companies

do web analytics?

Attribution problems

across channels & a

likely solution

How to set conversion rates

Search term users, website visitors, socially engaged visitors- how to categorize them differently and

have something for each of them

How to define goals creating awareness vs.

Spent optimality -

Balance

Differences between Google

Analytics & Omniture and

which is better & why



Questions



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