careers in analytics€¦ · digital analytics •digital analytics (formerly known as web...

Careers in Analytics Jobs in High-Demand, Lucrative and Vital to any Business

1. What is Digital Analytics?

2. Careers in Analytics

3. Hard Money Analytics

4. Digital Analytics Engineering

5. Next Generation Products

6. Data Storytelling

AGENDA

COGNETIK

Where you can find us

Our team of 40 professionals is

located across the United States

and Europe. This allows us to

be close to our clients and to

add the best talent from around

the world.

OUR LEADERSHIP:

Daniel Herdean CEO

Co-Founder

Chief Analyst

Co-Founder

Chief Data Engineer

Co-Founder

VP of Engineering

Matt Alexander Catalin Iuga Radu Lucaciu

AREAS OF EXPERTISE Our agency provides support across the entire Digital Analytics

stack.

MEASUREMENT STRATEGY

DATA COLLECTION

PRODUCT ANALYSIS

AUTOMATED REPORTING

PERSONALIZATION

PREDICTIVE ANALYTICS

MARKETING AUTOMATION

MARKETING ANALYTICS

OUR CLIENTS

WHY WE’RE HERE

WHO WE ARE

• We love our jobs and want to “share the love”.

• The Digital Analytics industry has a massive shortage of knowledgeable

resources for hire.

• We want to spread the word about how Digital Analytics helps both

companies AND internet/mobile users.

DIGITAL ANALYTICS

ANALYTICS: THAT’S WHAT MAKES THE WEB GO ROUND

DIGITAL ANALYTICS

DIGITAL ANALYTICS

ANALYTICS: THAT’S WHAT MAKES THE WEB GO ROUND

DIGITAL ANALYTICS

ANALYTICS: THAT’S WHAT MAKES THE WEB GO ROUND

DIGITAL ANALYTICS

ANALYTICS BENEFITS INTERNET USERS

DIGITAL ANALYTICS

ANALYTICS BENEFITS INTERNET USERS

DIGITAL ANALYTICS

ANALYTICS BENEFITS INTERNET USERS

DIGITAL ANALYTICS

• Digital Analytics (formerly known as Web Analytics) is:

• Aggregated, site-specific, anonymous data about how users interact

with a website or mobile app

• Used to track the success of marketing efforts or improve user‟s

experiences

AN INTRO TO DIGITAL ANALYTCS

“8.5 million users came in off of a

paid search ad, 9% of whom

went on to purchase this

product…”

DATA ANALYTICS REPORTING

DIGITAL ANALYTICS

A KEY PART OF THE ORGANIZATION

DIGITAL ANALYTICS

DIGITAL ANALYTICS

User Experience

“63% of our users left

our flow when we

fcheckout orced them

to sign up to

proceed.”

Personalization

“Let‟s present users

currently in the path

of this hurricane with

storm supplies

directly on the home

page!”

Marketing

“We spent $20,000

on google ads last

month, but people

who came from those

ads rarely spent

money on our site!”

Optimization

“Are users more

likely to sign up for

our demo if the

button says „get free

quote‟, or „see the

product at work‟?”

Development

“We invested a lot of

resources into our

new mobile app, and

12,000 new users

signed up in our first

week!”

THIS INDUSTRY IS TAKING OFF

DIGITAL ANALYTICS

“Big Data & business analytics software worldwide revenues will grow from

nearly $122B in 2015 to more than $187B in 2019.” (Forbes in 2016)

“The growth rate in marketing-related analytics hires is what‟s eye-popping – up

67% over the past year, and 136% over the past three years.“ (Forbes in 2013)

Adobe‟s Marketing Cloud alone is expected to command a

$27 billion market by 2018.

TOUGH COMPETITION

DIGITAL ANALYTICS

Of Fortune 500 companies in 2016:

• 69% had Google Analytics

• 28% had Adobe Analytics

• 10% had Webtrends

• 4% had IBM

ALL of them had at least

one of the four.

WHO’S IN THE GAME

DIGITAL ANALYTICS

BIG PLAYERS

DIGITAL ANALYTICS

CAREER OPPORTUNITIES

GREAT BENEFITS

CAREER OPPORTUNITIES

US Annual Salaries by Analytics Title*

*Source: DAA 2016 Compensation Survey

DIGITAL ANALYTICS ROLES

CAREER OPPORTUNITIES

• Digital Analysts

• Data Visualization Analysts

• Analytics Engineers

• Quality Assurance Specialists

• Data Scientists

• Project Managers

• Product Managers

• Product Engineers

DIGITAL ANALYSTS

CAREER OPPORTUNITIES

• Establish KPIs and create a measurement

plan

• Analyze data to answer business questions

and discover insights

• Communicate insights to marketing and

product managers and work with them to

recommend actions

• Skills Needed:

• Strong communication and presentation

skills

• Google Analytics and/or Adobe Analytics

• Excel, Tableau, R

• PowerPoint

DATA VISUALIZATION ANALYSTS

CAREER OPPORTUNITIES

• Architect and build data models needed to

power dashboards - across multiple data

sources

• Design clean, concise and beautiful dashboards

to Tell a Story while driving to actionable insights

• Build drill-down interactive dashboards to allows

users to dive deeper into the data

• Skills Needed:

• Strong communication & presentation skills

• Strong data design skills

• Google Analytics and/or Adobe Analytics

• SQL, Excel, Tableau, Alteryx

ANALYTICS ENGINEER

CAREER OPPORTUNITIES

• Implement analytics tracking solution designs

across web and mobile apps

• Document KPIs and technical requirements

• Collaborate with business stakeholders and

analysts to optimize reporting and analytics

abilities

• Skills Needed:

• Google Analytics and/or Adobe Analytics

• Google Tag Manager, Adobe DTM

• HTML

• JavaScript, jQuery, CSS

MORE RESOURCES

DIGITAL ANALYTICS

Digital Analytics Association

#Measure channel on twitter

#Measure Slack Channel

Books:

oWeb Analytics 2.0 by Avinash Kaushik

oWeb Analytics Action Hero by Brent Dykes

Analysis Exchange

Follow industry blogs:

Adobe Marketing Cloud

Google Analytics

Watch blog.cognetik.com for full list of resources.

QUESTIONS?