Speaker slides from the Mezzo Labs event held on 25th Sept 2013. Adrian spoke about the gap in the web analytics labour market.

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

7. “
“

8. “
“

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