In my previous post, we discussed the importance of enterprise analytics. In this post, we will talk about the key responsibilities of an enterprise web analyst.
With new advancement and technological improvements in how web traffic is measured the role of an enterprise web analyst has changed. Web analyst is not about just reporting data. It is about optimizing the online user experience and improving online demand.
If you truly want to become a web analyst ninja, then here are the core responsibilities that you should master.
#1. Daily / weekly / monthly reporting and analysis – I may have mentioned this before, but I would like to reiterate that reporting without analysis is paralysis and would lead to dead ends not only for the company you work for but also for your career. Never provide reports without any context or insights. Always remember to point key insights / takeaways with charts and tables or any data set.
#2. Training and Administration – It is the responsibility of a web analyst to train and educate members of same and other teams within the organization. Web analytics is extremely interesting and highly popular subject. Educating others on how to use web analytics tools and run their own reports can save you from performing ad-hoc tasks. In large organizations, ad-hoc reporting could consume most of the daily time of a web analyst.
Administration is another area of focus for a web analyst. Analytics health is the key to the success of marketing/sales and keeping the analytics tools functioning properly is extremely important. Some of the tasks that may be performed are monthly code QA, automated report setup, data integrity, data warehouse connections, system integrations, and user account management.
#3. Automation – Managing reporting and analytics for large websites can be extremely challenging due to the complexity and volume of the pages. Web analyst should continue to explore opportunities to automate and scale reporting. It can be done using the automated report delivery features within the analytics tools or performing integration with third party tools.
#4. Data warehouse Relationship Management – Most large organizations have data warehouse and business intelligence teams that manage the central databases and reporting systems. As a web analyst it is your responsibility to make sure web traffic data is properly imported into the company data warehouse. Keep yourself up to date with the changes in the data warehouse operations so you can proactively hone in on the opportunities for integration and system updates.
#5. System Integrations – Software integrations are the important piece of the multi channel analytics and reporting puzzle. Enterprise web analyst should drive system integrations that could have a significant impact on analysis and optimizations. CRM, channel partner, telecommunication data, display impression data are few examples of the data set that can be integrated with web traffic data to provide multichannel attribution and reporting.