Are you a marketing wizard with a knack for conjuring digital growth and improving website performance? A Web Analytics Professional position might be the data-driven, strategic role that’s right for you.
Web Analytics Professionals are experts in web development and integrated marketing communications. They troubleshoot and enhance website design to improve user experience and increase web traffic. Web Analytics Professionals mine data from website visitors using analytics and tracking platforms like SalesForce and Google Analytics, analyzing behavior to see if the site meets business objectives.
Web Analytics Professionals also plan, develop, and help execute web and mobile campaigns across brand channels. For Web Analytics Professionals, performing QA, and A/B testing to improve campaign effectiveness is crucial for testing website usability.
Typical Duties and Responsibilities
- Develop and coordinate website and mobile marketing campaigns
- Determine key performance indicators for campaign tracking and analysis
- Perform QA and A/B testing to determine website functionality and usability
- Report data and insights from digital tracking programs
- Present campaign results during client reviews
- Collaborate with the web development team to establish best practices
- Research upcoming trends in visual design and digital marketing
Education and Background
This position requires a bachelor’s degree in computer science, mass communications, psychology, or a similar field.
Skills and Competencies
- In-depth knowledge of digital and traditional marketing channels
- Strong quantitative analytical skills
- Proficiency with web analytics and campaign tracking platforms like Google Analytics and SalesForce
- Proficiency in conducting market research and A/B testing
- Ability to collaborate with cross-disciplinary teams
- Ability to present and defend choices in creative and client reviews
- Excellent communication skills
- Expertise in critical-thinking and problem-solving
According to Payscale the median annual salary of a Web Analytics Professional with
1 Year of Experience:
- Orlando, Florida: $54,000
- Tampa, Florida: $55,000
- Jacksonville, Florida: $57,000
- Miami, Florida: $59,000
- Atlanta, Georgia: $72,000
- Chicago, Illinois: $70,000
- Houston, Texas: $78,000
- Los Angeles, California: $83,000
- New York City, New York: $80,000
- Seattle, Washington: $80,000
- Overall: $70,000
5 Years of Experience:
- Orlando, Florida: $60,000
- Tampa, Florida: $60,000
- Jacksonville, Florida: $61,000
- Miami, Florida: $62,000
- Atlanta, Georgia: $85,000
- Chicago, Illinois: $93,000
- Houston, Texas: $100,000
- Los Angeles, California: $90,000
- New York City, New York: $114,000
- Seattle, Washington: $100,000
- Overall: $80,000
- Web Analyst
- Web Analytics Analyst
- Web Analytics Specialist
- Web Analytics Manager
- Web Optimization Analyst
- Data Analyst
- Content Analyst
The path to becoming a Web Analytics Professional often begins with earning a bachelor’s degree in computer science, mass communications, psychology, or a similar field.
Web Analytics Professionals must have an in-depth knowledge of traditional and digital marketing channels, as well as the tools required to track key performance indicators (KPIs) of campaigns. A strong portfolio of previous work, such as wireframes and campaign case studies, is crucial to demonstrating this industry knowledge.
Many candidates pursue master’s degrees in integrated marketing communications or computer science to prove their expertise and improve their skill set. Attending industry conferences — online and in-person — are great opportunities to keep the pulse on industry trends and learn about emerging technologies and best practices.
As companies continue to move their businesses online and optimize their e-commerce sites for mobile, Web Analytics Professionals will become more valuable to the bottom line of in-house creative departments and full-service ad agencies.
The lines between web analytics, search engine optimization, and UX/UI workloads have blurred as companies combine these positions. Web Analytics Professionals will need to learn cross-disciplinary skills and programs relevant in SEO and UX/UI design to juggle these increasing work responsibilities.
Data security will continue to be essential for Web Analytics Professionals. After several public data breaches at high-profile companies, assuring consumers of their internet security will be crucial for Web Analytics Professionals.
The job outlook for Web Analytics Professionals will continue its rapid growth. According to the U.S. Bureau of Labor Statistics, employment opportunities for all web developers will increase by 27 percent through 2024 — much higher than the national average for all occupations.
The work hours for a Web Analytics Professional are typically from 9 a.m. to 5 p.m. Monday through Friday in an office setting.
Where You Can Find Jobs
- 4 Corner Resources
- Career Builder
Are You Interested in Becoming a Web Analytics Professional?
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