Some of the most important skills for Web Analysts have nothing to do with technology (per se’). Rather, it is with understanding business (knowing the clear business objective of the website), setting up the correct communication strategies (i.e., think through how the user will review the website and culminate with a closed sale) and being well versed in the tools and strategies to accomplish these feats.
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.
Some of the items to understand (from above) include how people browse, different ways age groups use the internet, cookie deletion issues and probabilities, and web server caching issues. With such skills, the web analyst has the ability to properly create a context (story) for both themselves and their upper management to use.
This means that they need to also know all about different browsing behaviors and cookie deletion probabilities as well as web server caching as well as the entire web experience. With such skills, the web analyst can put their data in the proper context and in this way they can draw the right conclusions.
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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