Analysing Analytics: Exposing the gap in the web analytics labour market - Adrian Kingwell
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The document discusses trends in web analytics job markets, revealing a significant number of job postings but a scarcity of qualified candidates, particularly due to corporate salary constraints. It highlights the evolving importance of web analytics in digital marketing roles, with opportunities for career growth based on experience with tools like Omniture and Google Analytics. Additionally, it notes a growing demand for data insights and a noted shortage of skilled professionals in the field.
Analysing Analytics: Exposing the gap in the web analytics labour market - Adrian Kingwell
- 1. Getting Ahead in Web Analytics Analysing Analytics Adrian Kingwell Mezzo Labs September 2013
- 2. “ “ Findings from job boards Search for “web analytics” • Monster: 193 jobs • TotalJobs: 184 jobs • OnlyMarketingJobs: 193 (out of 3,724) Note: Some duplicates, many not purely ‘web analytics’ positions
- 3. “ “ Findings from job boards “Web analytics positions are the least likely to be filled” • Constraint on supply, too few people • Corporate salary bands mean higher wages are not attracting new blood in
- 4. “ “ Findings from job boards Which tools and skills? Searching for these terms on OMJ produced these jobs • Google Analytics 155 • Omniture 39 • Webtrends 15 • Coremetrics 12 • Maxymiser 3
- 5. 2008 Avinash Kaushik’s blog - “Analytics Careers Advice: Jobs, salaries, technical and business roles” The takeaway: “Stay Individual, stay Business” But “web analytics” rarely appeared in a marketing job description
- 6. 2013 “Web analytics” is now appearing in digital marketers’ job ads. The skills are shifting. The jobs are changing. There is career potential. It only takes 2 years of good Omniture experience to go from exec to manager Exec Manager Director/C onsultant Implementer £25-35k £35-£50k £60-£120k Data miner £25-30k £30-£50k Data-savvy marketer £25-35k £35k-50k Breadth of experience Knowledge of tools Strategy Experience in marketing AND analytics
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- 9. Web Analytics skills survey – interim results
- 10. Who are the audience? Male 78% Female 22% Gender split
- 11. What is their current situation? Contractor 15% Web analytics agency 12% Digital agency 15% Client-side 35% Looking for work 23% Current job situation
- 12. What do salaries look like? Up to £24,000 £24,000 - £29,999 £30,000 - £35,999 £36,000 - £41,999 £42,000 - £49,999 £50,000 - £59,999 £60,000+ Would rather not say Permanent Role Salaries
- 13. Have analysts relocated from overseas? Yes 17% No 83% Relocated for work?
- 14. What are the most common tools? 20 11 7 5 0 0 Google Analytics Adobe SiteCatalyst Webtrends ComScore IBM Unica iJento Tools Skillset
- 15. How do analysts develop their skills? 19 8 12 11 12 10 5 Learning on the job Paid training courses Free training courses My colleagues teaching me Message boards, social networking Tools vendor websites I already have these skills Skills development
- 16. What new skills/tools are expected to be in demand? 6 6 3 4 Tag management Data mining Data visualisation/clickmaps Testing/optimisation Hot skills/tools
- 17. Summary
- 18. “ “ 3 key messages 1. Web analytics is becoming part of the marketer’s job description 2. There is a growing appetite for data and insight so an increasing demand for web analysts 3. There is a shortage of skilled, technical labour