DIGITAL ANALYST JOB DESCRIPTION

As a Digital Analyst, you play a crucial role in the success of any organisation's digital strategy. 

Firstly, you are responsible for tracking and analysing website and social media metrics. This involves using various tools such as Google Analytics and social media analytics platforms to collect and analyse data. You then use this information to provide insights and recommendations on how to improve website and social media performance.

You are also responsible for conducting market and competitor research. This includes keeping up to date with industry trends and best practices, as well as gathering data on competitors to inform your organisation's digital strategy.

Digital Marketing Analysts are the go to person for A/B testing and optimisation. You design and implement tests to optimise website and social media performance and you use data to continually improve the user experience.

Additionally, you play a key role in planning and executing digital campaigns. This involves working closely with other teams such as marketing, product and design, to develop and implement effective digital campaigns that drive business goals.

Finally, you are a strong communicator and collaborator. You work closely with teams across the organisation to ensure that digital insights are effectively communicated and integrated into decision-making processes. You also collaborate with stakeholders to set and track digital performance KPIs.

In conclusion, the role is similar to Data Analyst, you'll have a dynamic and challenging role that requires a combination of technical and analytical skills, data visualization, creativity and excellent communication skills. You are an essential part of any successful digital strategy and play a critical role in helping organisations reach their goals.

There are many different tools and platforms that you could be working on as a Digital Analyst. As you progress through your career, it may be that you become more focussed on some tools over others. The list below contains a few of the tools you may be exposed to as a Digital Analyst.

Data analysis and visualisation tools such as Google Analytics, Adobe Analytics, or Tableau are important, however most businesses will want to make sure you are not working in a silo so there are other skills to consider such as web and digital marketing platforms such as Google Ads, Facebook/social Ads and SEO. Understanding of website optimisation, A/B testing and conversion rate optimisation and knowledge of web development technologies such as HTML, CSS and JavaScript all add to your toolkit.

As you will want to tie data back to business objectives, knowledge of statistics and experience in data driven decision making will be useful. If you had a level of proficiency in SQL and experience in data warehousing and ETL processes, it means you are bringing more value to the table.

Strong communication skills will help you collaborate with other marketing teams, articulate insights and provide recommendations to stakeholders should that be needed.

By possessing these skills and platforms, you will be equipped to effectively analyse the data from digital marketing campaigns, perform market research and interpret data to drive business decisions and growth.

As a Digital Analyst, your career path typically starts with gaining a strong foundation in data analysis and digital marketing. You might start by working in a junior role, assisting more senior analysts with data collection, analysis and reporting. With time and experience, you can progress to taking on more responsibility for projects and making recommendations based on your findings. Typically the competencies needed to progress to a Senior Analyst position centres around increased analytics skills rather than reporting skills and having the autonomy to work on more complex projects.

As you grow in your role, you might also develop expertise in a specific area such as website analytics, email marketing, or social media. This can lead to opportunities to specialise and take on more complex projects. As a Senior Analyst you are increasingly seen as an internal expert in a particular analytics tool and be able to tie the data to business objectives.  

In order to continue to advance in your career, it's important to stay up to date with the latest industry trends and technologies. Attending conferences, taking courses and networking with other professionals in the field can help you to develop new skills and stay ahead of the curve.

Digital Analytics Managers and Directors tend to lead and mentor teams, however it is possible to progress your career without having to manage people and consultancies are often a good route to take if you are less keen on the people side of the job. With hard work and dedication, a career as a Digital Analyst can offer opportunities for growth, advancement and a rewarding impact on the success of your organisation.

Their insights directly impact a company's digital success. By analysing data, they uncover valuable information about user preferences, market trends, and campaign effectiveness. This information guides strategic decisions, allowing businesses to allocate resources efficiently, refine marketing strategies, and improve the overall digital experience for customers.

They will track a range of KPIs tailored to the company's goals. Common KPIs include website traffic, conversion rates, user engagement, bounce rates, and click-through rates. In addition, social media metrics, ad performance, and customer journey data is also analysed. By monitoring these KPIs, Digital Analysts identify areas for improvement and measure the impact of digital initiatives.

A Digital Analyst's insights drive growth by identifying opportunities to optimise digital strategies. They help improve user experience, increase conversion rates, and enhance online visibility. By staying ahead of industry trends and technology advancements, they ensure that a company's digital efforts remain competitive, which ultimately leads to increased brand awareness, customer acquisition, and revenue growth.