Barcelona City Council | Capital humà

A web analytics expert uses online analysis tools to study the behaviour of users who visit a company's website, social profile, blog or other marketing tools.

The Internet explosion and the proven value for enterprises of having a web presence have led to the emergence of a number of professional profiles including web analytics expert. Internet presence is not just about designing a website or creating a social media profile as it also means positioning these instruments on the web to make them as visible and accessible as possible within the massive amount of existing information.
It is for this reason that a web analytics expert compiles and analyses all the data generated by a company's online tools (web, blog, online marketing campaigns, etc.) and based on this uses web positioning techniques that give the company a competitive advantage vis-à-vis other firms.

There are a lot of data to be analysed by a web analytics expert including the number of visits, number of comments posted by users, quantity of sales through online channels, number of registered users, types of access to the website (by entering keywords in a search engine or directly through the brand name), etc.

Hence the compilation and analysis of these data should enable a web analytics expert to draw conclusions and propose solutions to improve the company's online marketing results or help it to achieve its goals, ranging from increased market share to higher sales.

• Monitor traffic to the company website, social profile, blog or other tools it uses, analyse the data and draw up quantitative reports with them.
• Collect qualitative data about user comments and actions in the company's 2.0 tools and draw conclusions about their behaviour to improve its marketing strategies.
• Use web analytics tools for reporting and statistics. These tools include Google Analytics, Urchin Software, Yahoo! Web Analytics, etc.
• Propose improvements in the implementation of web analytics tools by mapping out new indicators or new variables to consider.
• Plan SEO strategies using SEO and SEM techniques including increasing the company's website links with other sites, defining new keywords to improve research systems, labelling, etc.
• Analyse the usability of the company's website to enhance its intelligibility and ease of understanding for the user. This involves both ensuring the site is straightforward to use and also improving management of its contents for effortless access through analysing variables such as most popular content, number of clicks required to access content, etc.
• Work on communication and marketing strategic planning with the company's design and communication team.
  

Regulated training and graduates

• Grau: Audiovisual i multimèdia
• Grau: Comunicació audiovisual
• Grau: Comunicació i periodisme audiovisuals
• Grau: Publicitat i relacions públiques
• Grau: Publicitat, màrqueting i relacions públiques
• Grau: Enginyeria de sistemes audiovisuals
• Grau: Enginyeria informàtica
• Grau: Multimèdia
• Grau: Continguts digitals interactius
• Grau: Enginyeria informàtica de gestió i sistemes d'informació
• Grau: Enginyeria multimèdia
• Grau: Informàtica i serveis

Complementary training

Other specific skills

Advanced user knowledge of computers and web analytics tools such as Google Analytics, Urchin Software, Yahoo! Web Analytics, Feedburner, Facebook Insights, Tweetstats, YouTube Insight, etc.

It is also essential to be an expert in Office programs, especially spreadsheets, and have a good level of English, as most analytics programs and their updates are in this language.

Planning and organisation: Level 2

Analytical thought: Level 2

Team work and cooperation: Level 1

Strategic orientation: Level 2

Conceptual thought: Level 2

Orientation within reach: Level 3

Communication

Those who show a preference for the field of communication are interested in the generation and dissemination of information. This information, however, can have various purposes: provide information on events and occurrences, generate public opinion on a certain topic or promote and publicise a service or product. Carrying out these activities requires knowledge of various techniques aimed at communication, persuasion and marketing.

Management

The organisation, administration and control of a company or entity are the main interests of people related to the management field. Activities included in this field of interest vary from effective resource management, feasibility analyses and solving business problems to the development of skills and fostering of motivation in relation to human resources. Knowledge regarding specific techniques of strategic administration and business management are required to carry out these activities.

New technologies

People who show an interest in this field are motivated by the development and advanced use of new technologies in any of their applications (software, hardware, telecommunications) from an innovative perspective and in accordance with the continuous updates of technologies, programmes and equipment that appear on the market. The design, installation, management and maintenance of computer systems and new technologies are activities specific to this field.

Expert in Mobile Positioning and Analysis

Multimedia designer

Multimedia programmer

Information Architect

Multimedia Quality Control Technician

• Work hours

  Full-time with flexible hours or part time.

• Salary

  Remuneration is calculated based on hours worked and proven experience. Depending on the company and the sector, pay is between €24,000 and €40,000 gross per year. Sometimes the gross salary is supplemented by incentives based on achievement of objectives (sales, users connected, etc.).

The work a web analytics expert does can be outsourced to other specialised companies or freelancers. In these instances, the web analytics expert will be more involved in gathering quantitative data and internet positioning rather than in qualitative analysis. A freelance web analytics expert positions the company website, collects quantitative data and briefly analyses them but does not get involved in the company's strategic planning, and hence mainly proposes operational solutions such as adding new keywords.

A web analytics expert needs a computer with the necessary software and an Internet connection. Thus if someone has the knowledge and can use web analytics, the investment required to be a freelance web analytics expert is relatively low, although time does have to be spent on attracting customers.