It is important to take a closer look at Web Analytics (Part 3) because there are many lessons to be learned. One of the major points of interest in this regard is learning how about the skills that is necessary for a web analyst to succeed in their profession. Among other things, be sure to take into account things such as having clear business objectives, setting up the right communications strategy and being well versed in the technology that supports all these aspects.
A good web analyst must be very savvy and must excel in all the above mentioned aspects of Web Analytics. In addition, they must possess curiosity as well as have a high degree of enthusiasm which though not innate qualities will go a long way in helping a web analyst succeeds in their field.
Web Analysts must work at the fundamental level of understanding basic statistics of seasonality (for your vertical market), linear regression and basic forecasting (trends). Combine these with the basic client usage of the Internet is a requirement for larger companies.
Often, the story is the report. If one cannot explain the numbers (and statistics) in a way which upper management can grasp, all of the paper reports in the world will do no one any good.
In conclusion, a couple of soft skills which are practical, if not exactly technical for web analytics incude the ability to manage the message which is being pushed up the chain to upper management (and influencers) in order to help guide the decisions and understanding organizational politics. It will not do any good to propose soft answers to a group of managers who are expecting you to not only draw useful conclusions from the web analysis, but also to create insightful responses and educated suggestions of what you should do next for the benefit of the company.
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