Web Analytics Specialist

Determine how well a site is doing by measuring its web traffic.

What does a Web Analytics Specialist do?

A Web Analytics Specialist, also known as a Web Analyst, determines the costs, benefits, and effectiveness of websites. It’s an essential job from a business standpoint. You see, the Internet isn’t just a great information-gathering tool. It’s fast, convenient, and filled with troves of informational treasure that can be accessed without the assistance of a shush-happy Librarian, but the Internet’s best feature isn’t its size, speed, or accessibility.

Instead, it’s its measurability, which is your domain when you’re a Web Analytics Specialist. To measure the effectiveness of websites, you use a suite of free and purchased tools. You collect information about website visits and visitors, your goal being to determine how to improve websites so they can attract more visitors who stay longer and eventually become customers.

Because web analytics solutions pretty much run themselves once they’re installed, the majority of your days as a Web Analytics Specialist aren’t spent collecting data, but rather interpreting it. On a daily, weekly, monthly, quarterly, or annual basis, you generate and review reports that contain information about visitor demographics and behavior. For instance, you determine how many people visited your website, where those people are located, how long they stayed, what and how many web pages they viewed, where on the website they clicked, and what search engine terms they used to find your website in the first place.

Armed with this information, as well as in-depth knowledge of search engine optimization techniques and web design strategies, you then present your reports to Web Designers, Web Developers, Web Editors, Web Content Managers, and others, giving them recommendations for enhancing the website and making it “stickier” (that is, more attractive and more useful to more visitors).