Web analytics

The characteristics, tools and techniques for measurement, collection, analysis and reporting of web data to get information on the users’ behaviour and to improve the performance of a website.

knowledge

cross-sector

Web analytics is an essential knowledge of the following occupations:

Search engine optimisation expert: Search engine optimisation experts increase the ranking of a company’s web pages with regard to target queries in a search engine. They create and launch SEO campaigns and identify areas of improvement. Search engine optimisation experts may conduct pay per click (PPC) campaigns.
Online community manager: Online community managers provide and maintain an interactive environment facilitated by applications such as social media, forums and wikis. They maintain the relations between different digital communities.

Web analytics is optional for these occupations. This means knowing this knowledge may be an asset for career advancement if you are in one of these occupations.

EBusiness manager: eBusiness managers create and execute a company’s electronic strategy plan for selling products and services online. They also improve data integrity, placement of online tools and brand exposure and monitor sales for companies that market products to customers using the internet. They collaborate with the marketing and sales management team using ICT tools to reach sales goals and provide accurate information and offerings to business partners.
ICT research consultant: ICT research consultants perform targeted ICT research and provide a final report to the client. They also use ICT tools to design questionnaires for surveys, analyse the results, write reports, present the results and make recommendations based on the research findings.
Marketing manager: Marketing managers carry out the implementation of efforts related to the marketing operations in a company. They develop marketing strategies and plans by detailing cost and resources needed. They analyse the profitability of these plans, develop pricing strategies, and strive to raise awareness on products and companies among targeted customers.
Product manager: Product development managers are responsible for managing the lifecycle of a product. They research and develop new products in addition to managing existing ones through market research and strategic planning. Product managers perform marketing and planning activities to increase profits.
Data analyst: Data analysts import, inspect, clean, transform, validate, model, or interpret collections of data with regard to the business goals of the company. They ensure that the data sources and repositories provide consistent and reliable data. Data analysts use different algorithms and IT tools as demanded by the situation and the current data. They might prepare reports in the form of visualisations such as graphs, charts, and dashboards.
Webmaster: Webmasters deploy, maintain, monitor and support a web server to meet service requirements. They ensure optimum system integrity, security, backup and performance. They coordinate the content, quality and style of websites, execute the website strategy and update and add new features to websites.
User experience analyst: User experience analysts assess client interaction and experience and analyse users’ behaviours, attitudes, and emotions about the usage of a particular product, system or service. They make proposals for the improvement of the interface and usability of products, systems or services. In doing so, they take into consideration the practical, experiential, affective, meaningful and valuable aspects of human–computer interaction and product ownership, as well as the person’s perceptions of system aspects such as utility, ease of use and efficiency, and user experience dynamics.

References

1. Web analytics – ESCO