Web analytics is the next
evolutionary quantum leap in Internet business mastery. Web
analytics is understanding web site visitor behavior by defining
goals and tracking, analyzing, and optimizing web sites in
measurable ways.
Skills Matrix Tool for Web Analytics Professionals
This breaks down the various skill-level components for three
key web analytics professional roles using a color coded chart.
It serves as a high-level diagnostic tool for someone to map
where they stand to help them fill in the gaps and for organizations
hiring for this expertise. KPIs are Key Performance Indicators.
Skills Matrix
Color Coding |
Skill Level Expertise |
Description |
| |
Advanced (level 4) |
Deep knowledge and hands-on experience, can lead |
| |
Intermediate (level 3) |
Good knowledge with experience |
| |
Beginner (level 2) |
Learning |
| |
Not clear (level 1) |
Unknown |
Web
Analysis Skills Matrix |
Roles |
| Skills and Experience |
Web Analyst Manager |
Web Analyst |
Tech Analyst
or Support |
| Technical |
Understands analytics terminology |
|
|
|
| Understands data collection, client-server dynamics |
|
|
|
| SQL queries and databases |
|
|
|
| Javascript (for tags) |
|
|
|
Server-side scripting languages such as
PHP, ASP, etc. |
|
|
|
| Log file analysis |
|
|
|
| Keeps up with newer technologies |
|
|
|
| Business |
Understands key business problems, defines ways to measure
business goals, great communication |
|
|
|
| Create KPIs and conversion data |
|
|
|
| Use EXCEL pivot tables, macros |
|
|
|
| Create meaningful business reports |
|
|
|
| Analysis |
Read biz data, make reasonable hypotheses, take action,
influence |
|
|
|
| Analytics program power user |
|
|
|
Market statistics
(SPSS, Biz appls) |
|
|
|
| Copyright © 2005 - 2007 Marianne McGlynn
All rights reserved. |
|
