Become great at digital analytics

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Digital analytics is growing rapidly, both in scope of work, and in industry size. While our field originally started with a focus on the professionals analyzing website traffic and behavior, today’s digital analysts are often responsible for site analytics, mobile and social, search, email, online media, and other acquisition channels, not to mention drawing connections between customers offline and online. Reference to web analytics in this document is not intended to limit the scope of this information, as we find similar patterns whether a company hires a “Web Analyst”, “Digital Analyst”, or “Business Analyst” (whose responsibilities are related to business outcome analysis of site and other revenue streams) (whose responsibilities are related to business outcome analysis of site and other revenue streams.)
New entrants to the field may wonder what options are available to them, and experienced analysts may ask how they can continue to move forward in their career. This document is intended, as much as is possible, to provide insight into the career options, as well as an indication of a “typical” career path for a digital analyst.
It is important to advise – there is tremendous variation in the positions available, and the skills required to move from one level to the next. To provide information of some use, some generalizations may be made.
The information in this document is compiled via interviews with the generous members of the analytics community, in an attempt to comprise a representative sample of the types of roles available. Interviewees come from a wide range of environments: large, medium, and small client-side analytics, agency-side, consultant-side, and vendor-side.

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