Advancing Your Career in Web Analytics: 5 Things to Ask Your Next Employer

Over the past year, I've seen a lot of my colleagues move from vertical to vertical and job to job. Admittedly, I am no exception to this growing trend. The salaries of web analysts are on the rise and organizations are scrambling to acquire good web analytic talent. I've determined that there are at least 5 things you should ask an employer before you accept your next next job.

Can you provide samples of your most recent reports?
This may be difficult to get, but if they want you, they'll concede. Understanding the scope and frequency of reports should absolutely be considered. Reports may tell you how the company values its analytics and more specifically how it is connected to the overall business.But be cautious, its not how many reports you run, it's what you are measuring and why you are reporting on it. Try taking a look at the source code of the company's primary web site. You can tell a lot about the sophistication of the business by how a company tags their site. Some of the very largest companies have the worst implementations!

Is coding and development handled in-house or is it outsourced?
Web Analytics is all about change management. You could run hundreds of reports a day and if you aren't changing anything or even worse, you can't change anything you can't succeed. Your role of analytic, will quickly become one of Report Guy. I have a mantra: "If you aren't changing anything, then why report on everything?" Even the smallest of A/B tests (with statistical validity) can create enormous ripples for the business. Ask them to talk about the results from a recent A/B or simple multivariate test. You say they don't test? Perhaps this is a red flag.

What is your understanding of Web Analytics?
Here's a real opportunity to see what your potential boss thinks about Web Analytics. I've been in more than a few organizations where you can only travel as far as your boss will allow you. Without some overarching vision from those above you, there will be severe limitations. Make sure you get plenty of face time with Execs. Data will help you manage way up, so choose wisely.

What targets have you set for your business?
Many companies leveraging web analytics for the first time really don't manage to metrics. I find I work most productively when my compensation is tied to my performance. That peformance can be measured in metrics. Get your potential employer to share KPIs with you. Talk about stretch goals. Asking these questions can often give you a good sense for how realistic their expectations for the business really are. Finally, get them to describe the business and its online challenges. You'll want to understand what you are up against.

What percentage of the budget is being spent on Web Analytics?
This is a critical question. I've worked in some very large organizations that spent less than 5% of their overall budget on Analytics, not including staffing. I just don't think that's good enough. Ideally, I'd like to see at least 10 - 15% spent on resources that move the business. Companies willing to spend more around analytics will clearly be more interested in your professional growth.

A Web Analytics Career

Good luck. This field isn't easy. I've met a lot of really talented individuals over my career. But what a job?? You are always one step away from discovering the next greatest online marketing strategy.