Digithoughts

Web Analytics is a relatively new and rapidly progressing discipline.  Some of the best and brightest in the web analytics industry came together at #Accelerate last Friday to discuss various tips and ideas.

After hearing industry leaders from ESPN, Salesforce.com, Sony and Symantec speak for 20 minutes each, I took the stage for a Super Accelerator session and presented my “one big idea” for analytics; the idea of the elusive trybrid.

Good web analysts are nearly as difficult to find as a unicorn.  This is because web analysts are comprised, in varying levels, of three very different skill sets: IT, analytics, and marketing.  These unusual skills allow the web analyst to excel in the wild – and in the business world.  The trybrid is not the kind of animal you see hunted on the Discovery Channel, but instead by recruiters and analytics managers.  

IT
The IT components are the building blocks to web analytics.  Technology lays the groundwork for the most progressive analytics solutions. It also supports the functionality of every site and campaign. Though some analysts have a strong foundation in IT, it is not a requirement.  That said, web analysts still need to be able to demonstrate a basic comprehension of capabilities, limitations and new solutions/methodologies, and be able to communicate well with the IT department. Understanding reporting from the ground up is a great starting point for newly emerging web analysts.  

Analytics
Data analysis is at the heart of web analytics. Even the most successful analysts may not inherently be “numbers people,” but they do enjoy asking questions and answering them with data. The data hounds are usually the excel experts who love interpreting the data with graphs, charts and complex calculations. They tend to be curious and enjoy the new technologies and methodologies of the ever-changing web analytics environment.

Marketing/Business
The third trait of the trybrid is the business and marketing insight to always keep company objectives and goals at the core of analysis or campaign. The primary purpose of web analysts lays within marketing and business.  Especially skilled analysts can build confidence while educating and training marketing personnel, opening their eyes to the possibilities of web analytics. Evangelizing to clients about how analytics can help them achieve their goals encourages them to be hungry for deeper insights and recommendations.  Understanding the complicated side of IT and being able to make it digestible for marketing/business executives aids in this process. Director- and management-level web analysts excel with a strategic view and a strong background in both IT and analysis.  

How do you breed a trybrid?
Unlike most rare breeds, the trybrid is not in danger of becoming extinct, but rather its numbers are growing. In order to encourage personal growth from a regular analyst into a trybrid within your organization, encourage employees to improve weaker complementary skills.  Mentorships, education or investing in formal training are a necessity in this field. Inquisitive by nature, analysts need to be challenged and stimulated.

Since it’s not common or easy to find people with two or all three of these traits, unrealistic expectations must be abandoned. These skill-sets typically represent completely different personality types, thus the difficulty in finding someone who can transcend across all three.  Recognize that all web analysts will have strengths and weaknesses in each area. When hiring, focus on keeping your team balanced, and make clear the requirements in each area during the recruitment process. With some guidance, every member of your team can strive to be a magical trybrid.

Gigi Geiger Sr. Analyst & Web Analytics Evangelist

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