This post has cartoons in it. What fun! Credit to LucyDoesLittle for the artwork, follow her nifty comic strips on Instagram

Relatively speaking, the role of Digital Analyst is fairly new, and we are already seeing it evolve over and over again. I recently poured through some digital analytics job titles on job recruitment sites and although most still advertise for ‘Digital Analyst’, I found all sorts of related titles. Here are some fun examples:

  • Digital Insights Manager
  • Data Scientist (Digital)
  • Experimentation and Analytics Analyst
  • Digital Transformation Analyst

The area of digital analytics as a profession is (unsurprisingly) evolving quickly, just like digital in general. There are ever more and more clever ways to analyse the performance of your digital products and channels, leading to optimisation…

… But with an ever-expanding list of desired knowledge and skills being put into the bucket, it can be difficult to focus on everything (or even be good at everything). So when you’re recruiting for a new digital analyst, do you actually know what you want?

I propose the below roles that, if all are co-existing in your digital analytics team, will cover all bases. However, unless you have the resource capacity to do everything, it’s up to the organisation (or maybe you) to decide how to prioritise the make-up of your digital analytics capability by selecting roles, or elements of roles, carefully.

By the way, I’m not precious about the titles, you can call them what you want!


DIGITAL OPTIMISATION MANAGER

digital-optimisation-manager

The strategy-focused overlord

  • Manages the analytics and optimisation function as a whole, ensuring it is; aligned with business goals, using the right tools and best practice, and is quality assured
  • Manages relationships with the wider business and reports to senior leadership
  • Uses influencing skills to ensure that digital analytics is absorbed into the organisation by acting as an evangelist
  • Potentially less hands on with the technical implementation and analysis, but has a strong fundamental knowledge of how it’s done and what’s possible
  • Probably does a lot of the things I talked about in a previous post

DIGITAL ANALYST

digital-analyst.png

The digital data know-it-all

  • Management and implementation of measurement for regular reporting and campaign/project reporting, including the development of KPIs
  • Hands on investigation and testing (A/B and MVT) of digital products and channels through a variety of tools to understand optimisation opportunities
  • Ability to use more common analysis tools for deep dive analysis, e.g. Web analytics platforms, MS Excel
  • Works closely with other teams/colleagues to ensure they are trained, data-led and have the data required from the realms of digital
  • Expert in communicating data to all types of stakeholders using various techniques, including data visualisation

DIGITAL DATA SCIENTIST

data-scientist

The numbers freak-of-nature

  • A very technical and statistical maths genius that can use complex trends analysis, segmentation and forecasting techniques on big data
  • Spends a lot of time modeling with data to generate those hard-to-reach insights
  • Knows something like R, Python, SQL and/or uses statistical tools like SPSS

Thinking of becoming a Data Scientist? Check this out – they were voted number one job to go for in 2017.


The digital analytics roles of 2017 require skills across both business and technical domains. The above roles give you a good spread of skills, but in their differing nature I would argue it’s very difficult to find all three skill sets in one person.

REMEMBER! One person can fulfill more than one role, or you might want multiple people for one role type.

What do you think?

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