My Photo

Twitter Updates

    follow me on Twitter

    « Flickr Has Stats! One New Way to Measure User-Generated Content | Main | How to Prep for Site Redesign Measurement »

    January 06, 2008


    Feed You can follow this conversation by subscribing to the comment feed for this post.


    Hi June,

    Thanks for the info. Good stuff! I haven't finished going through the whole report yet but I was wondering about the term "experience" and how you guys define it. The reason I ask this is because you have some people who actually run web analytics (run reports, crunch the data, provide actionable insight, etc) for their company and then you have people who work for the analytics vendors themselves. To me, these are two totally different experiences in terms of analytics.

    The vendor experience is all about building the product (engineers, QA, etc) and supporting clients who use the product (tech support, account managers, consultants, etc). When working for a vendor, you're supporting many clients and not just a single one. But your job isn't to use analytics to help a single company improve their KPIs.

    However, as the manager of analytics however your job is to understand the data from a specific vendor tool, analyze that data, and provide actionable insight to help the company improve on KPIs (more qualified traffic, Return on ad spend, increase revenue, increase conversions, etc).

    I'm assuming when you guys use the term "experience" in your report that it's a pretty broad definition that might include either situation (and more) above.

    Thanks again for this helpful report!

    Kind Regards,
    Matt Lillig


    Hi Matt! Thanks for reading and commenting.

    If the report you're referring to is the Web Analytics Demystified one, I'd encourage you to contact Eric T. Peterson directly and/or comment on his blog at

    Your question about how we define "web analytics experience" is a good one. I agree, an engineering manager at a vendor company is likely to have a completely different day-to-day experience than a marketing manager on the client side - and yet, both might identify as web analytics professionals. As different as we are, there's still a lot of room for overlap - a vendor-side best practices consultant may have very similar duties to someone at an agency, or even a client-side analyst at a company with many unique web properties.

    It would certainly be interesting to see Eric's survey data broken down by job title or primary responsibilities - especially for respondents on the vendor side. In the meantime I'd recommend cross-referencing survey data with what's found on the job boards, since job postings will list out exactly what's required of the applicant.

    The comments to this entry are closed.