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Web Analytics as a Key Skill or Profession for Marketers

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In this post, I want to focus on web analytics, an important and critical skill — and possible career for anyone interested in digital marketing. Contrary to popular opinion, web analytics is not an industry dominated by IT professionals; management and marketing professionals fill 95 percent of the jobs. Despite the name analytics, web analytics is mainly an analyst and customer insights-type role. The tagging aspect of web analytics is something most web analytics managers do not do themselves in large organizations; however, they should know basic concepts and how to troubleshoot issues. Even if you are not 100 percent dedicated to web analytics, it is a must-have skill for marketers. Anyone who does pay-per-click without conversion tracking is professionally negligent and not very management savvy. —-yes, that harsh.

Job Analysis for Digital Marketing — Web Analytics

Average years of experience and salary average? (Statistics are based on U.S. non-visa professionals. There are more opportunities for international students with tagging skills than just analysis.)

Three years for manager-level position, and salaries at the range of $80,000 to $100,000.

What is the market size?

Searches for “web analytics manager’ returned approximately 8,500 results on in August 2017; and a keyword search for the skill “web analytics” in the same time period on the same site returned 22,700 jobs.

A Typical Job Description from a Company:
The Digital Site Analytics Manager plays a critical role in shaping the future of our company, providing thought leadership and strategic insights to the dotcom business from a data perspective. This person is a catalyst for continual improvements in business performance, analytics infrastructure and data insights. This person is responsible for analyzing digital data on our website across all our digital experiences (Desktop, Mobile, Tablet). This person will create dashboards, perform deep-dive analysis and identify actionable insights to improve the client experience and optimize business key performance indicators. The ideal candidate has outstanding analytic skills, strong business acumen, excellent interpersonal abilities and a passion for all things digital. The role resides within the Analytics team and works closely with the Marketing, Merchandising, Content and Product teams.
Position Responsibilities:
- Transform business questions into actionable analysis that yields insights for improving the client experience, optimizing marketing efforts and driving incremental sales.
- Develop, publish and present weekly and monthly executive dashboards
- In partnership with the PMO team, articulate requirements to ensure that we are able to track and report on all web, mobile, social, and in-store digital initiatives
- Manage relationships with cross-functional business partners by providing objective information derived from data to support their functional areas
- Answer ad-hoc business questions to drive site marketing strategies or troubleshoot performance issues
- Stay current on trends and best practices in digital analytics and e-commerce
- Support strategic dotcom initiatives, providing analytics guidance, forecasting and performance assessment.
- Requires bachelor’s degree and four to six years in a digital analytics role
- Experience working with website analytics tools such as Adobe Site Catalyst and Test and Target
- Exceptional problem-solving and analysis skills combined with the ability to communicate findings to all levels of an organization
- Ability to write SQL or SAS programs a plus
- Superb attention to detail
- Understanding of general marketing concepts
- Experience working with multifunctional teams
- Ability to work with tight deadlines and handle multiple projects
- Ability to prioritize and execute
- Ability to synthesize information from a variety of sources to arrive at optimal solutions
- Strong written, verbal, and interpersonal skills



See our MS Marketing Digital Advertising and Marketing Track for details on related courses.

Top skills mentioned by at least 10 major companies with this job title postingCourses of special relevance —- see syllabus for each course for exact lineup of skills as not all covered in each instance
Customer BehaviorMKT 6310 Consumer Behavior
Insights development, Reporting toolsMKT 6342 Marketing Customer Insights Development
Data manipulation/analysisOPRE 6332 Spreadsheet Modeling and Analytics
Web analytics (Adobe, Google analytics, Coremetrics)MKT 6352 Marketing Web Analytics and Insights
Covers Adobe/Google analytics, some instructors also cover Coremetrics.
If a non-MKT course, make sure you review the syllabus. To learn web analytics, you should enroll in a course that is 100 percent web analytics.
Social media analyticsMKT 6343 Social Media Marketing and Insights
Javascript, TaggingNo course at JSOM covers this in depth. Some knowledge of this very important skill can be acquired by internships or through self study. The Department of Computer Science in the UT Dallas Erik Jonsson School of Engineering and Computer Science offers Java workshops. To get started on your own, see “15 Awesome and Free JavaScript Books” on the website Tutorialzine

Source: Jindal School MS in Marketing program

DFW associations and meetups: The Digital Analytics Association – Dallas Chapter is less formal than other associations in that holds events not monthly but rather once a year at different universities.

Key platforms: While Google Analytics has the largest market share (free version), a large percentage of Fortune 1000 companies use Adobe Analytics or IBM Coremetrics. A key driver is the fact that Adobe and Coremetrics have a marketing cloud suite of products such as ecommerce (IBM), marketing automation (both) and personalization (both) that Google Analytics does not offer.

Free and free-trial platforms: Crazy Egg (free trials available) is very popular due to heat maps and in-page visuals; Hotjar Basic offers a free limited plan for students.

Major Professional Certifications:

1) Google Analytics (Basic and Advanced exams) - Free

2) Adobe Web Analytics – Digital Analyst approximately. $360

Source: Forrester Research, Inc.

Alex Edsel

Alexander Edsel is the director of the MS in Marketing program and faculty member who teaches courses in digital marketing. Topics include e-commerce platforms, marketing automation, mobile apps, search-engine optimization, pay-per-click and web analytics Read more articles

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