Saturday October 31, 2009
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Saturday October 31, 2009 An Alternative to the Web Analyst Superman
Seems like the job description for a web analyst continues to inflate and is now almost beyond realistic expectations for most mere mortals. I haven't seen a criteria describing command of antigravity forces, or the ability to turn oneself into a gigantic killer robot with fire shooting appendages yet, although it will probably happen soon.
However, it is commonplace to see expectations for technical command of web analytics tools, data mining capability, search engine optimization, statistical analysis, ability to find insights in web data, and business acumen and leadership to drive optimization of user experience and web design for bottom line results. Whew. No wonder it's hard to find and retain this type of talent.
In the Web Analytics group I manage we have taken a somewhat different approach. Regardless of the incredible individual talent and hard work of the folks I work with, we have seen most success with the team approach. One person can't possibly have the depth and breadth of knowledge, visibility, and influence across the business to be the superman (or woman). The alternative is to partner up and leverage everyone's talent to achieve the goal.
The key to making this work is the pairing of the web analyst with the business owner. The business owner knows the goals and the specifics and has the power or leverage to make needed changes. The web analyst knows how to engage with the business owner to understand what they really need to know, and can then go turn the knobs to get the data and interpret it and communicate it in the right context. Or if the data or technology is beyond the analyst's individual capability, he/she knows what other specialists to call on, and can translate the need into yet another sphere of specialty.
So rather than the superman, the web analyst becomes the super-translator.
Now if I can just find that gigantic killer robot to help me get a better parking spot in the morning...
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