Can you survive and achieve, just being an expert with one coding language, as a super-user with one product or tool these days? I've been having many discussions recently about the required skill sets and tools that the digital analyst needs to be a success in 2012. It's been driven both by recruitment discussions but also by the challenges posed by clients. Challenges such as these:
Well, gone are the days when you could make yourself a success in digital analytics and try and answer some of the challenges above just with a single tool or source of data. To be successful you're going to need to be a ninja in a number of tools.
So how do you measure up? Why don't we play a bit of data bingo to see which of these analytics areas you can lay claim to be an expert, a dabbler, or blagger. I've laid some areas of analytics with examples of the different types of tools in each group. Give yourself one point for each of these types of tools that you are an expert user in. Not a super-user? You get nothing. Bonus point for being able to use multiple tools in the same space.
I could go on but I'm going to stop at these "conversion" tools. If you're an analyst in search, social, or ad serving, feel free to have a go at your own version.
So what was your score?
A score of one? I hope you either own the product you are a super-user in or at least you love it to death. The world still needs specialists of the highest order but you aren't going to be solving conversion problems, you're going to be solving implementation problems.
Got a score of two to five? Sounds like you've got a solid foundation but there are things to learn. Get on it!
Got a score of six to eight? You rock! You're well-equipped to use all of those skills to help optimize your website and drive ROI. Send me your CV.
Got a score of nine or more? Really? If you were telling the truth then start your own consultancy and I'll send you my CV. But more likely you can't count and shouldn't be working in the analytics industry.
But whatever your score, you should know by now that new channels and the tools to analyze them are appearing all the time in the digital space. If you love data then you're going to need to keep learning more tools so that you don't get left behind.
Bingo Cards image on home page via Shutterstock.
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John D'Arcy is the Head of Numbers at Seren, a Foviance Group company. Seren is a U.K.-based consultancy that utilizes data analytics and user experience to help improve customer experience. John has helped clients measure and optimize their marketing communications for over 15 years across digital and traditional media. He's been able to utilize the modeling and statistical skills he learned in the offline world to bring a more rigorous approach to the digital analytics industry. John's team at Seren are certified professionals for a number of technologies including Google Analytics, Adobe-Omniture, and Webtrends.
June 20, 2013
1:00pm ET / 10:00am PT