Web Analytics 101 & Career Advice
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Transcript of Web Analytics 101 & Career Advice
Agenda
60 Seconds About Me
Web Analytics – Why should I care?
Starting a Career in Web Analytics
Q&A
Alex Who?
Manager, Marketing of ClickEquations
Site - www.clickequations.com
Blog - www.clickequations.com/blog
Twitter – clickequations
Blogger at Digital Alex
Blog - www.alexlcohen.com
LinkedIn -http://www.linkedin.com/in/alexcohen
Twitter - digitalalex
Why Does It Matter?
• No undergraduate training
• Poorly understood
• Field still young
• Requires unique skills
– Analytical ability
– Persuasive communication
– Business acumen
– Technical facility
DemandSupply
3 Biggest Barriers to Breaking Into Web Analytics
1. Recognized academic credentials
2. Real-world analytics experience
3. A well-connected social/professional network
Source: James Gradner, Aquent
WEB ANALYTICS BOOT CAMP!
The Solution?
Week 1 - Stock Your Web Analytics Library
Web Analytics: An Hour A Day - Avinash Kaushik
Web Site Measurement Hacks - Eric Peterson
1
2
3Big Book of KPIs – Eric Peterson
Week 2-3 – Start a Blog and Measure It
Pick A Topic
Pick A Blog Platform
Ooh, pick me, pick me!
Measure Your Blog
1
2
3
Week 4 - Join The Web Analytics Community
Sign up for the Yahoo Web Analytics Forum
Read web analytics blogs
Occam's Razor - Useful web analytics how-tos
Web Analytics Demystified by Eric Petersen
Analytics Talk – All about Google Analytics
The Commerce360 Blog - search engine marketing and Omniture
GrokDotCom by Future Now - a variety of interactive marketing topics beyond measurement
Digital Alex by me, Alex Cohen
Meet people at a Web Analytics Wednesday
Week 6 – Plan out the next 6 months
Learn about testing
Offermatica, Optimost, Sitespect
Try it out for free with Google Website Optimizer
Explore voice-of-the-customer (VOC) measurement
Foresee, Opinion Labs or iPerceptions
Attend the eMetrics Marketing Optimization Summit
Explore everything else!
User experience
Paid search marketing
Search engine optimization
Volunteer to help a small business
Job Resources
Recruiters
Corry Prohens, http://www.linkedin.com/in/corryprohens Job Sites
Network
Philadelphia Interactive Marketing Association, aka PhIMA, www.phillyinteractive.org
Philly Area Interactive Companies
Commerce360 | Avenue A – Razorfish | Comcast Interactive Media | G2 Interactive
Empathy Lab | Cadient | Digitas Health (formerly MBC) | GSI Interactive
TMX | Red Tettemer | Ascentive | NetPlus
Network at the Philadelphia Interactive Marketing Association www.phillyinteractive.org
Q&A
Manager, Marketing of ClickEquations
Site - www.clickequations.com
Blog - www.clickequations.com/blog
Twitter – clickequations
Blogger at Digital Alex
Blog - www.alexlcohen.com
LinkedIn -http://www.linkedin.com/in/alexcohen
Twitter - digitalalex