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In the new digital era, we are seeing more and more businesses make the move online and operate a digital-first model, meaning the importance of a website have never been greater. A Web Analyst is employed to aid a wider team in gaining a better understanding of their website, by focusing on the operation and performance of the website. It is a relatively new role (as with most digital roles) so the scope of the role is evolving at a rapid pace, due to advancements in the supporting technology and software. However, most Web Analysts are equipped with expert knowledge of websites combined with hands-on experience covering all digital analytics processes, including implementation, data collection, configuration, analysis, integrations and reporting.

Candidates in this profession have historically transitioned into this role from one with transferable skills, such as a Marketing Analyst or Web Developer. In more recent years, as the demand has grown, entry-level positions with rigorous training plans have started to appear, in an effort to increase the talent pool and provide extra levels to the hierarchies of emerging teams.

Marketing agencies who can service the needs of multiple clients, and e-commerce businesses who focus on conversion rate optimisation are two of the key organisations that would look to employ a Web Analyst. Typically, it is larger, digital-first businesses which employ Web Analysts as this type of role is often still seen as not directly driving revenue by many. We have seen that this is an out-dated view and expect to see this profession continue to grow over the coming years. Those that can recognise sooner rather than later the pivotal part these candidates have to play within a business will reap the rewards in the long term.

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