Nicolas Malo, Optimal Ways' founder, animated a session on the job description of the digital analyst in 2020 during the 2017 edition of MeasureCamp Paris.

1. The Job Description of
the Digital Analyst in 2020
June 24th, 2017 - MeasureCamp
Paris

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Hello I’m Nicolas!
• Started my career in the Web / Digital in 1995
• Started my career in DigitalAnalytics 10 years ago.
• Started my own consulting agency 5 years ago.
• Involved in the DigitalAnalytics Community: MeasureCamp London,
MeasureCamp Paris & MeasureBowling
• Loves barbecue cooking & cycling

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A Few Words on LastYear’s Session
• The topic was « Are we close to the end for the web analyst job? »
YES NO
Integration into « data science »,
« data mining »
Omnichannel scope
Automatization
Artificial intelligence
Technical teams taking
ownership of tagging issues
Increasing complexity of digital
measurement
Still a need for evangelists and
conductors
Analysis skills are difficult to
analyze
Still a need for creativity in order
to explore blue oceans

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In 3 years’ time

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Major trends around Digital Analytics for the Next 3Years
• #1 : Customer Journey Analysis (cross-device, omni-channel)
• #2 : More apps & connected objects
• #3 : Personalization
• #4 : Audience Amplification
• #5 : Privacy Protection

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What is Usually Present In a Job Description?
• #1: Mission
• #2: Scope
• #3:Tasks
• #4: Skills

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Missions
1

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Current Missions
• Defining key performance indicators and analysis needs with stakeholders
• Managing data collection & tagging-related projects
• Producing reports & dashboards
• Performing ad-hoc analysis
• Data quality assurance
• Evangelist / coaching inside the company or with clients

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The New Missions of Digital Analysts in 2020
• User-centric analysis
• Predictive analytics
• Modelisation / algorithms
• Personalization rules management
• Technological watch
• Testing of new tools
• Knowledge transfer

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Scope
2

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Current Scope
• Desktop / mobile sites
• Mobile applications

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New Scope in 2020
• Interactive Kiosks
• Internet ofThings
• Games console
• SmartTVs
• Stores (point of sales data, store heatmaps, shopping assistants, RFID)
• Chatbots
• New types of devices (iWatch, etc…)

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Tasks
3

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CurrentTasks
• Business RequirementsGathering
• Tool Implementation & Day-to-day Operations
• Data Export &Visualization
• Data Crunching & Analysis
• Recommendations
• Testing & Optimization

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NewTasks in 2020
• Data Management: data reconciliation, data clean up and data activation
• Adhoc database creation
• Strategy & Project Management
• Anomaly detection

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Skills
4

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Current Skills
• Knowledge of the digital eco-system
• Proficiency in DigitalAnalytics concepts
• Expertise with DigitalAnalytics &Tag ManagementTools
• Project Management
• Understanding of HTML, CSS, JavaScript & SQL
• Analytical skills
• Communication / story-telling skills

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New Skills in 2020
• Visualization
• ETL / Database / API / R / Python / Hadoop knowledge
• User Interface
• Business analytics
• Psychology
• Interpersonal communication

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ThankYou to All Participants!