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Exam Results Day Help: A Career in Web Analytics?

Kat Cole

There are many different elements involved in producing an effective digital marketing campaign. As with any marketing activity, it is imperative to prove that such efforts have resulted in a positive return on investment (ROI). This is where web insight and analytics comes into play.

We have a dedicated Insight and Analytics team here at Fresh Egg, who track and analyse key web metrics on behalf of our clients.

To find out more about working in the field of web analytics, we’ve collared Fresh Egg’s technical analyst, Jay Taylor, for a quick chat in the latest of our digital marketing careers advice posts.

Describe the industry of insight and web analytics in as few words as possible

The industry involves recording important data for websites and online campaigns and then analysing this data to help respective clients make informed business and marketing decisions. Those who work in this industry are also responsible for ensuring the viability of such data.

How did you find your way into the web insight industry?

I have had an interest in web programming since around 2002 when a friend and I used to run an online game we had made together. This hobby saw me decide to study programming further at college a year later.

Due to my technical background, I originally applied for a programming role within Fresh Egg and was instead offered the opportunity to branch out and develop my analytical skills. Thanks to excellent training from the company, I learnt everything I needed to know to carry out the job effectively very quickly and I now really love my once-unexpected role!

What does a typical day in your role as technical analyst for Fresh Egg involve?

A typical day can see me undertaking anything from audits for clients, day-to-day statistical analysis and troubleshooting. I work closely with clients to ensure they are getting the most out of their chosen analytics package and I will point out any meaningful insights they might have missed, which could benefit their business.

I also regularly develop tools to improve reporting and diagnostic abilities, both in-house and for the industry as a whole.

Free image courtesy of

Are there any recognised courses a wannabe or practising web analyst should do?

Well, everyone employed within Fresh Egg’s insight team has completed the Google Analytics Individual Qualification (GAIQ) so that is an ideal qualification to have on your CV. A college or university degree relating to web development/computer science from a technical perspective or economics/maths from an analysis perspective would also be beneficial, though an obvious passion for the industry is most important.

It never hurts to keep an eye on Fresh Egg’s Twitter feed and request an invite to any relevant upcoming events on our Training and Events programme either!

What are your top three tips for a budding web analyst wanting to get into this field?

  • Gain a solid understanding of Google Analytics (or any other analytics software package, for example SiteCatalyst or Coremetrics). It is important to be well versed in at least one analytics package to ensure clients are implementing their selected one properly
  • Develop your troubleshooting and problem solving abilities since external factors can often influence the stats shown by an analytics package
  • It’s not enough to provide raw web metrics to clients – you need to be able to perform statistical analysis so train yourself to always look beyond the figures

Any other advice?

I would recommend that those interested in working in web analytics – as well as those currently working in such a role – always keep a keen eye on the latest goings on in the industry, via great blogs such as the official Google Analytics blog and Avinash Kaushik’s blog.

Many analysts can find themselves stumped (by a new analytics package update, for example) from time to time. Since there’s a high chance that someone else has already experienced the same/a similar issue to you, you should also join and regularly check industry-related forums.

Tomorrow's post: a career in SEO

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