Expert in definition, measurement and communication of critical indicators of compliance of a company on the Internet.

Web analytics experts are in charge of compiling and carefully analysing all the data generated by the online tools available to a company (web, blog, online marketing campaigns, etc.) in order to help better understand traffic, users' behaviour and profile, their degree of satisfaction, the level of service offered, the customer life cycle, the competitive framework of the degree of achievement of the organization's objectives on the Internet. From the analysis of this information, which is presented with figures, graphs or infographics to facilitate understanding, conclusions will be drawn that will allow choosing and applying the most appropriate positioning techniques on the network to place the company at a competitive advantage over the rest.

There are many data to collect and evaluate by these professionals, some of them can be: number of visits, number of comments posted by users, number of sales through online channels, number of registered users, types of access to the web (by entering keywords in a search engine or directly through the brand name), number of clicks, time of each visit, etc.

Through this analysis, they propose solutions that improve the company's online marketing results or that help them to achieve their objectives, which can range from an increase in market share to an increase in sales. Ultimately, their function is to use data to transform websites to make them more efficient, usable and powerful.

• Determine the priority indicators to assess the degree of fulfilment of the online organization's objectives.
• Identify the internal and external information flows necessary for monitoring the indicators proposed.
• Obtain, analyse and track key performance indicators (KPIs) and other statistics using web analysis tools such as: Google Analytics, Kissmetrics, etc.
• Control the traffic of the company website, the social profile, the block of other instruments that they implement and analyse the data obtained.
• Collect qualitative data on comments and actions of users in the different online tools available to the company and draw conclusions about their behaviour.
• Perform or supervise the continuous monitoring of the proposed indicators, pointing out the variations or abnormal parameters in relation to the expected values and proposing the updating of metrics according to the observed results.
• Manage requires and analyse databases and records in order to produce reports for the management team.
• Conduct campaign analysis in coordination with the marketing department.
• Collaborate with the design and communication team in strategic planning proposing design improvements or web processes to help develop more efficient online marketing policies that enrich the user experience.
• Constantly updated on trends in design and online marketing and expand their knowledge of new indictors or tools that can offer relevant information.

Regulated training and graduates

• Grau: Màrqueting i comunicació empresarial
• Grau: Màrqueting i comunicació digital
• Grau: Màrqueting i comunitats digitals
• Grau: Màrqueting
• Grau: Màrqueting i direcció comercial
• Grau: Multimèdia
• Grau: Enginyeria multimèdia
• Grau: Enginyeria de sistemes audiovisuals
• Grau: Audiovisual i multimèdia
• Grau: Continguts digitals interactius
• Grau: Comunicació audiovisual
• Grau: Comunicació
• Grau: Comunicació cultural
• Grau: Comunicació i industries culturals
• Grau: Publicitat, màrqueting i relacions públiques
• Grau: Publicitat i relacions públiques
• Grau: Enginyeria informàtica de gestió i sistemes d'informació
• Grau: Informàtica i serveis
• Grau: Informació i documentació

Complementary training

Other specific skills

Computer skills at advanced user level and use of different web analytics tools, such as: Google Analytics, ClickMeter, Crazyegg, Clicky, Piwik, Kissmetric, Woopra, etc.
Knowledge of quantitative, qualitative analysis and databases, with a clear focus on business.
Additionally, it is essential to master Office programs, especially spreadsheets.
Good level of English, since most of the analysis programs or their updates are developed in this language.

Orientation within reach: Level 3

Strategic orientation: Level 2

Planning and organisation: Level 2

Team work and cooperation: Level 1

Analytical thought: 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.

Online advertising expert

Marketing consultant

Director of communication

E-commerce manager

Project Manager

• Work hours

  Full-time with flexible schedule or part-time.

• Salary

  The renumeration is calculated according to the hours of work performed and demonstrable experience. Depending on the company and the sector, the renumeration is between 24,000- and 40,000-euros gross per year. Sometimes the gross salary is complemented by incentives that are achieved based on the objectives achieved (sales, connected users, etc.).

• Professional category

  Technician

The tasks carried out by an expert in web analytics can be subcontracted to other companies or specialized freelance professionals. In these cases, we analytics experts position the web in the company, collect quantitative data and provide it to them. Also make a brief analysis but do not intervene in the strategic planning of the company, what they mainly do is to propose more operational solutions such as the inclusion of new keywords, among others.

The material means necessary to work as web analytics experts are a computer with the necessary software and an Internet connection. In this sense, if they have the knowledge and know how to apply web analysis techniques, the investment to be made to work as a freelance web analytics expert is relatively low, if we do not take into account the investment of time necessary in order to attract customers.