Publications

ClickZ, By Jason Burby | December 5, 2006

There's currently a strong demand for experienced Web analytics people who can help make sense of and derive recommendations from all the rich data available through the more powerful Web analytics tools. Companies spent a tremendous amount of money on the tools and are realizing the tools don't provide the answers. They provide data that when analyzed based on the overall business goals and the proper analysis can be very powerful.

Although there's a shortage of experienced people to help companies digest this data, with open positions taking months to fill with even a partially qualified candidate, there are also a lot of people trying to get into the space.

Readers and conference-goers frequently ask me how they can get started in the industry. There are, of course, the books, the message boards, Web Analytics Association (WAA), blogs, conferences, and courses, such as what the University of British Columbia offers. But what's often needed is hands-on experience.

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More important, the real upside in the Web analytics employment space isn't the tool specialist (although there's a strong demand for those people as well). It's the people who can understand the business and identify the best opportunities for improvement through analysis.

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