Web Analysts are very popular at companies that want to expand their reach and conquer new market segments (and customers) online. Individuals in this role are tasked with web analysis and objectively and clearly measuring the effectiveness of the company’s digital activities based on a predetermined target. Today more than ever, the web represents an essential tool for communication and marketing activities. That’s why an increasing number of companies are choosing to invest in online advertising.
So what does a Web Analytics Specialist actually do? They have the fundamental task of improving the performance of online channels and analysing data regarding user reactions and behaviour. Web analysis allows companies to attract more customers, as well as improve user loyalty and user experience. In essence, Web Analysts analyse data from AdWords campaigns and online channels. They interpret results and produce reports that offer an overview of the situation. They plant traceable links, allowing various tools (Google Analytics primarily) to distinguish sources, source media and campaigns.
But what are the specific tasks of a Web Analyst? Web Analysts tend to be tasked with reading data collected by monitoring and analysis tools, before contextualising and categorising them into reports. They are tasked with checking what has worked and what needs to be improved, setting out time-based comparisons and summarising information. They might analyse whether or not an advertising campaign has been successful, whether or not readers of a blog are reading an article all the way to the end or if users entering an e-commerce site are making purchases after viewing products, or choosing to leave the site instead. And what’s more, Web Analysts can tell if visitors have surfed a whole page or not, as well as which points on the screen they click on the most, providing useful ideas for improving user experience.
Web Analytics Specialists have a dynamic and stimulating role, and one that is highly sought-after by companies. In order to get started in this profession, it is important to know that you will have to learn how to interpret data and analyse online activity. For this reason, it is essential to have an analytical mind, but also a good educational knowledge base.
A knowledge of statistics will help, but as always, it is often most useful to get a specific Master’s that can help you to prepare for the role. It’s only be doing so that you will gain a clearer picture. Completing an internship at an agency or consolidated company can also help you to get to grips with the tools at your disposal and the reality of the profession.
How long does it take get started? Everything depends on the job you want. It is often useful to decide if you want to study web analytics and code or to head down the consulting and business route.
Web Analysts are highly sought-after in the labour market, primarily because the role requires varied and specific knowledge. First of all, it is essential to have an awareness of digital tools. Web Analysts are required to represent the data they have collected, which is why it is essential that they are capable of summarising information in a clear, functional and speedy way. However, they must also be in possession of excellent problem solving skills. In this profession, the more knowledge you have, the better your analysis will be.
As previously mentioned, an economic or statistical background can help you to become a Web Analyst but won’t suffice on its own. It’s often also necessary to study subjects such as SEO, SEM, Email Marketing, Web Marketing or Social Media Management.
How much does a Web Analyst earn on average? Those getting started in the profession can expect to earn around €2,000 a month, which can increase over time, up to €3,500 to €5,000 a month. This is a very popular profession, not only in Italy, but also in the United States and Northern Europe, where Web Analysts can earn much more if they have a decent CV and excellent subject knowledge.
Web Analysts need to know how to manage data effectively, which is why the Bologna Business School Master’s in Data Science is perfect for getting started in the profession. The course provides specialised data processing training through the application of new technologies. The course allows students to learn how to best manage Big Data business, generating value from the information they collect.
The Bologna Business School Master’s in Data Science consists of two lecture cycles that are taught in English. In addition, the course also includes a 600-hour internship, providing a 360-degree education over the course of 12 months. At the end of the Master’s, Web Analysts will have a complete skill set, ranging from business economics to computer science, analysis, statistics and mathematics. And what’s more, the course allows student to learn how to use different analysis and programming tools, without limiting them to one particular piece of software.