Es el futuro, me llevo diciendo eso muchos años y creo que por fin y por pesao ya es presente. Lo que más me gusta es poder ver la inmediatez en las acciones aplicadas y medir su repercusión. Lo más difícil siempre es la dificultad que a veces conlleva poner en marcha las acciones correctoras (burocracia, problemas metodológicos, politiqueo, desconfianza, etc.)

• Describe tu típico día de trabajo, así como tus principales responsabilidades

Para saber mis labores podeis os recomiendo que leáis este post de Avinash Kaushik.

• ¿Cuáles son los principales beneficios que obtiene la empresa con tu trabajo?

Aumento en los ratios de conversión, reducción de costes, identificación de errores, optimización de procesos, descubrimiento de patrones, identificación de mejores prácticas, etc.

• ¿Cuáles crees que son los mayores retos de la analítica web?

Su integración como un canal más dentro del business intelligence de una empresa y la evolución de la analítica web hacia el web mining.
[...]

Customer Satisfaction (“were you satisfied with your experience on our site today”), Primary Purpose (“why are you here today”) and Task Completion Rate (“were you able to complete the task today”).

Web Analytics is struggling for the soul of online marketing. At least it should be. There is far too much time and money spent badly, far too many users subjected to horrible web experiences, and far too many misplaced priorities – all the very things that good analytics and analysis can help prevent.

And although they might not see it in these grand terms, many of the Analytics Elders have been talking lately about some fundamental issues that we as practitioners need to get right before what has traditionally been the tail can finally start wagging this dog.

First we have the relative role of tools and talent. Avinash now famously proposed the 90/10 rule for allocating analytics budgets. I’m fairly certain it wasn’t meant to be the literal dictate some like to argue about but was intended to be a theoretical ideal and probably a little bit of an exaggeration intended to make the point that 10/90 split found in most companies was really wrong. The vital point here is that it doesn’t matter that you buy (or install) web analytics it matters that you do web analysis…..

I enjoyed your talk at emetrics last week.

Greg

This is a wonderful article. I started hitting from all areas with the reporting requests and I now I realized on how I should accomdate the stuff by breakin it down..

Great stuff.

Thanks,
Sumesh

J’ai lu dernièrement dans le techno-blogue à Steph, un article très intéressant sur la fonction d’”Analyste Web” inspiré d’un autre post qui décortique la journée type d’un analyste web.

C’est le genre de job que qui fait partie des nouvelles activités qui tournent autour du web et que j’avais évoqué ici.

analyste web

Je me posais la question de savoir dans quelle mesure, une activité d’analyste web peut s’insérer dans une activité de conseil. Est-il possible de proposer ce genre de service, dans le cadre de missions ponctuelles auprès d’entreprises n’ayant pas assez de moyens pour se payer un analyste web à plein temps.

J’y vois deux problèmes. Le premier est que l’analyse demande une connaissance approfondie du domaine d’activité du client. Le second est que l’analyse doit être accompagnée d’un suivi sur le long terme, ce qui suppose un partenariat durable avec le client sans quoi, le rapport d’analyse serait inefficace.

[...]

De l’analyse, c’est plus que de savoir le « quoi » et « quand ». C’est de découvrir aussi le « comment », le « pourquoi » et extrapoler en se demandant des « si ». Par exemple, « que se passera-t-il si cette tendance continue? ».

À mon avis, l’analyste web à un impact sur les affaires de l’entreprise. Il doit comprendre ce que fait l’entreprise ainsi que connaître les buts et objectifs de l’entreprise. Suite à son analyse, il pourra faire diverses recommandations qui aideront à avancer vers la réalisation des objectifs.

Faire un rapport pour connaître la provenance des visiteurs n’est pas de l’analyse, c’est du reporting. Le reporting, c’est une partie des tâches de l’analyste. À ce propos, voici ce qu’à l’air la division du travail d’un analyste web (via Stéphane Hamel) :

[...]

I think one of the most important points was ensuring analysts have context. When I first started with my present company I was thrown into the deep end with Coremetrics and was providing a lot of reports with little understanding of what questions I was really trying to answer. It hit me one day when I was caught in the hallway and asked about some of my findings in the context of site design and I was unable to provide a cogent answer. I had become very close to the numbers but not what they represented. Since then I have made a large effort to step back and try to understand the direction of the business which has helped me a lot.

Pato

The first image you see on the post is always one of my own. I love taking macro pictures and this is my subtle way of sharing my passion with the world.

The tables, charts, pies :) are ones I usually custom create for the post. I am a visual person and they are my humble attempt at explaining complex topics visually. Tools: Excel, PowerPoint!

All other images I hunt for using Google Images or Stock.XCHNG (www.sxc.hu). When I write I usually have a concept and visual in mind, then it is just a matter of using the right keywords and clicking a lot!

I am so glad that you noticed the graphics, it often takes me a hour (or more) to find just the right image.

Thanks for the feedback.

-Avinash.

I totally have a non-article related question. I have always wondered where you find such appealing unique graphics for your articles. They add a nice touch to your articles!

regards,
Jia

Avinash heeft een leuke post deze week: hoe een Web Analyst zijn dag zou moeten/kunnen doorbrengen. Vaak hoor je de 80/20 regel bij consultants. 80% analyses maken en 20% rapporteren. Maar wat betekent dat nu in de praktijk? Waar moet bijvoorbeeld een goed KPI dashboard aan voldoen?

Natuurlijk is elke organisatie uniek en elke Web Analyst ook, maar onderstaande indeling is helemaal zo gek nog niet. Lees hier de details van de verschillende onderdelen.

Iemand aanvullingen?

[...]

Adding up “How Should Web Analysts Spend Their Day?” with “AttentionMap” will provide us with a better understanding of how web analyst spend their day and which task requires the most attention.

So please, spread the word about this survey, and take 10 minutes to fill it out!

All the details at: Study: AttentionMap of Web Analysts

S.Hamel
immeria.net

I agree with the 80/20 rule as well, with a stress on analyss. Sadly it is not always possible becuase of the key stakeholders not being educated on what is possible with web analysis, they prefer web reporting.

Keep up the good work here.

It was a great suggestion, one that I did not think about (!), but WWAD is a riff on WWJD (which I am sure many of you know) and it stands for What Would a Analyst Do.

The thought being that ask yourself in any situation: “what would a analyst do vs. a pure reporting person”.

The abbreviation is in the image alt tag (img alt=”What Would a Analyst Do” ) but it was too subtle.

Now you know.

-Avinash.

PS: While I am adding a comment…..

Joe: You are absolutely on the right track, there is too much great information on Web Analytics Blogs out there not to enrich yourself and stay current and get great new ideas. I applaud your commitment.

Ned: Excellent adds. Your sub bullets add value to the conversation, thanks for taking the time to share. I am afraid that I have worked in too many companies as a Practitioner to think that we could totally automate “reporting”! :)

I agree with the general areas of “focus”, but would slightly differ on the breakdown :-)). I think understanding ‘customer experience’ on your site and the ‘business context’ you are in are by far the two most critical areas to focus on if want to have a sustained competitive advantage (’business context’ here refers to understanding

(i) the business your company is in,

(ii) the various other initiatives going on in the company and how it might drive/affect web-traffic,

(iii) the leadership thoughts/strategic directions from your C-level Execs , and

(iv) if you have a good comp intel group, then understanding what your competitors are doing).

The analyst should then spend his time/creativity to sythesize the info that would result in either

(a) web-site changes that would further promote customer experience, or

(b)him/her providing useful results to these other groups/Execs that would help their strategies and/or intitatives.

Like you, I think in an ideal world, the time spend on reporting should be minuscule:-) — if a report can be automated and scheduled, just do it.

Thnx

Ned

(Is there a way to make this message invisible to any of my bosses, in case they read it and say “Joe spends 20% of the time reading blogs??”)

:)