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Web Analytics Manager Career Guide

Are you a marketing wizard with a knack for conjuring digital growth and improving website performance? A career as a web analytics manager might be the data-driven, strategic role that’s right for you.

Web analytics manager are experts in web development and integrated marketing communications. They troubleshoot and enhance website design to improve user experience and increase web traffic. Web analytics manager mine data from website visitors using analytics and tracking platforms like SalesForce and Google Analytics. These professionals analyze behavior to see if the site meets business objectives.

Web analytics managers also plan, develop, and assist in the execution of web and mobile campaigns across brand channels. For these professionals, performing QA and A/B testing is crucial for improving campaign effectiveness and testing website usability.

Sample job description

[Your Company Name] is in search of a web analytics manager. This candidate will be responsible for troubleshooting and enhancing website design to improve user experience and increase web traffic. Duties include mining data from website visitors using analytics and tracking platforms, analyzing behavior to ensure the site meets business objectives, purchasing equipment and new technologies related to the deployment of websites and website development, and determining website improvements in order to attract visitors who eventually become customers. The ideal candidate will be self-motivated, a critical thinker, organized, and able to work well with a team. Knowledge of web analytics tools is a must and experience with website design and development is essential. This candidate will have one or two years of previous experience as a web analyst, and the ability to identify problems and troubleshoot them with positive results. 

Typical duties and responsibilities

  • Develop and coordinate website and mobile marketing campaigns
  • Determine key performance indicators for campaign tracking and analysis
  • Perform QA and A/B testing to determine website functionality and usability
  • Report data and insights from digital tracking programs
  • Present campaign results during client reviews
  • Collaborate with web development team to establish best practices
  • Research upcoming trends in visual design and digital marketing

Education and experience

  • Bachelor’s degree in computer science, mass communications, psychology, or a similar field required

Required skills and qualifications

  • Strong quantitative analytical skills
  • Proficiency with web analytics and campaign tracking platforms like Google Analytics and SalesForce
  • Proficiency in conducting market research and A/B testing
  • Ability to collaborate with cross-disciplinary teams
  • Ability to present and defend choices in creative and client reviews
  • Excellent communication skills
  • Expertise in critical thinking and problem-solving

Preferred qualifications

  • Minimum of two years of experience in business application web programming
  • Minimum of one year of project lead experience 
  • Experience with technologies such as PHP, ASP, .NET, Java, AJAX, XML, CSS, and JavaScript

Typical work environment

Web analytics managers typically work in an office setting, at a desk with a computer, and will spend the majority of their time sitting.

Typical hours

The work hours for a web analytics manager are typically from 9 AM to 5 PM, Monday through Friday, in an office setting.

Available certifications

Web analytics managers require extensive experience in web analytics, computers, and several years of experience before being considered eligible for this position. Check out these certifications below:

  • Data Science and Business Analytics – The University of Texas, Austin, offers a 6-month online program, focusing on data science and business analytics. In this program, you will receive a certificate, build expertise in the most widely used analytics tools and technologies, develop the ability to independently solve business problems using analytics and data science, and understand the applications and implications of data science in different industries. 
  • DAA Certified Web Analyst – The Digital Analytics Association offers a certification program with the purpose of providing individuals the opportunity to obtain professional recognition and demonstrate their knowledge and competency in the web analytics industry. This certification is obtained by successful completion of an exam on an internet-based testing platform.

Career path

The path to becoming a web analytics manager often begins with earning a bachelor’s degree in computer science, mass communications, psychology, or a similar field.

Web analytics managers must have an in-depth knowledge of traditional and digital marketing channels, as well as the tools required to track key performance indicators (KPIs) of campaigns. A strong portfolio of previous work, such as wireframes and campaign case studies, is crucial to demonstrating this industry knowledge.

Many candidates pursue master’s degrees in integrated marketing communications or computer science to prove their expertise and refine their skill set. Attending industry conferences — online and in-person — are great opportunities to keep the pulse on industry trends and learn more about emerging technologies and best practices.

US, Bureau of Labor Statistics’ job outlook

SOC Code: 13-1111

2020 Employment907,600
Projected Employment in 20301,032,000
Projected 2020-2030 Percentage Shift 14% increase
Projected 2020-2030 Numeric Shift124,400 increase

As companies continue to move their businesses online and optimize their e-commerce sites for mobile, web analytics managers will become more valuable to the bottom line of in-house creative departments and full-service ad agencies.

The lines between web analytics, search engine optimization, and UX/UI workloads have blurred as companies combine these positions. Web analytics managers will need to learn cross-disciplinary skills and programs relevant to SEO and UX/UI design to juggle these increasing work responsibilities.

Data security will also continue to be essential for web analytics managers. After several public data breaches at high-profile companies, assuring consumers of their internet security will be crucial for web analytics managers in the future.