Web Analytics 101 & Career Advice

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WEB ANALYTICS 101 Alex Cohen | www.alexlcohen.com | ClickEquations

description

In this presentation to to Villanova University students, I explain the basics of web analytics and how to get a job in the field.

Transcript of Web Analytics 101 & Career Advice

WEB ANALYTICS 101

Alex Cohen | www.alexlcohen.com | ClickEquations

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

Web Analytics – Why Should I Care?

Why Does It Matter?

• No undergraduate training

• Poorly understood

• Field still young

• Requires unique skills

– Analytical ability

– Persuasive communication

– Business acumen

– Technical facility

DemandSupply

4 Basic Elements of Web Analytics

1 2 3People Sources of Traffic Site Interaction

4 Outcomes

What Is Web Analytics?

Web analytics is awesome!

Starting a Career in Web Analytics

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 2-3 – Start a Blog and Measure It

Pick A Topic

Pick A Blog Platform

Ooh, pick me, pick me!

Measure Your Blog

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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 5 - Investigate Training Options

1

2

3

4

5

Association

Vendors

Videos

Articles

Certification

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

Find A Job in Web Analytics

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

WEB ANALYTICS 101

Alex Cohen | www.alexlcohen.com | ClickEquations