Just 4 Things a Web Analyst Can Do Today to Increase His Salary Tomorrow

I've been in the field of Behavioral Analytics for nearly 10 years. In that time, I've seen demand for web analytics and experienced professionals increase dramatically. But after doing this for so long, what information can I provide to analysts that may help them to increase their perceived value to the organization and put a few extra dollars in their pockets?

So, let's get it:

Stop reporting
Surprising, huh? Take this one with a grain of salt. If you find yourself managing to a myriad of requests for 'hits' or page views and few inquiries for analysis or optimization, then start re-evaluating your status. I am not saying reporting is bad. Quite the contrary, but reporting should be used to help you understand how far you are from reaching predetermined goals.

Think run-rate over targets!

Compare and contrast your efforts to similar tactics, previous goals, and/or competitors, but find a way to make the data relevant to the average marketer. Feed the marketer within you. I forget who said this to me, but take your least favorite marketer out to lunch and work hard to make them a star!

Above all things, automate your reports. If you can't do that, then 'stop reporting'!

Start Testing
Fifty percent of web analytics is really just best practice, albeit even that is often ignored. The other 50% is testing and optimization. Stop leaving money on the table and put it in your pocket! Some of the largest web sites in the world never test a single thing.

If you can help it, seek at least a couple of optimization projects per quarter. If you really want to show your value to the rest of the organization -- show them the money! You don't need to purchase any multivariate testing software to start off. In fact, Google Optimizer is a very attractive solution for anyone. You say you don't have time to learn new software, then use A/B testing to your benefit. You can use 'time' and 'dates' as your control/test group. I would imagine that nearly every analytics tool supports that most basic level of testing.

Align Your Efforts to the Profits
Eat the data, daily! Cut your teeth on it and always align your efforts to profits. I recognize that going that far back into the financial side of your organization can be difficult, but it shouldn't stop you from trying. Start to play with basic financial models. James Lenskold wrote a book titled, "Marketing ROI". I always found it useful. So check it out.

Promote Yourself
I should have actually started with this one, but it's a top four, in no particular order. Many years ago I read a book from Tom Peters titled, "Brand You". I was forced to write a boring paper describing what it meant to me. Luckily I did. I think it was the most meaningful book I've read in a long time. My mentors were people who really didn't engage me formally, but I watched them. I asked questions. Make friends with one or two people senior to you in the field of web analytics. Don't be afraid to start a conversation -- .

Promoting yourself isn't shameful.

• Start a blog.
• Practice your craft when you aren't at work.
• Write a white paper. Contribute to the analytics field and bring an opinion!
• Public speaking works and do it as often as you can.