As the economy continues to take multiple turns for the worse, you need to step up your game to get hired as a web analyst. I have been seeing a lot of resumes lately, and since not everyone does what I do, some people can use the help. Feel free to ignore this if you are already more awesome than me.
Use Common Marketing Terminology
The articles at ClickZ and MediaPost are sometimes high level from the perspective of those of us in the trenches, but marketing executives email these to each other because it helps them make sense of this web analytics world. So, be familiar with what they are familiar with. This presumes that you are already a voracious online reader of blogs etc… If the only web analytics blog you know about is Avinash’s then get crackin’. You found this one didn’t you?
Be comfortable with all the current buzzwords like engagement and actionable KPIs. The challenge is giving examples of your work in these areas without resorting to jargon. Your successes in web analytics will be worthless if they are not communicated in a language that is understood by the person reading your resume.
Be Seen Solving Business Problems
Businesses are not hiring web analysts because they heard it was cool to do so; ok, maybe some are, but you do not want to work there. Businesses are hiring a web analyst because they need help solving business problems. Translate your skills into a solution for the common business problems related to web analytics. Here is what I did. I looked up recent industry surveys that asked marketing executives what their pain points were with web analytics, and then I worded my experience to match solutions for those pain points. It should go without saying, but don’t make up experience just relate experience in context.
Successful web analysts are using web analytics data to solve real business problems. Make sure your resume contains examples of how you have done that. Tell a story that includes the actual result. Obviously, dollar signs next to the result is the best, but other results are good too. Use your resume to demonstrate how you have completed the web analytics circle. You analyzed data, you had an insight, you recommended a change, and the company is now $$$ richer.
Be the Bringer of Process
One of the continuing challenges in the field of web analytics is business integration of the web analytics program. The solution to this is to identify and implement processes that bring web analytics into the businesses workflow. Talk about how you have done this.
On a side note, this is also valuable to web analysts currently employed. By making web analytics a more vital part of the business you also solidify your own job security. You become more vital to the organization when web analytics is a central part of how the company operates.
Be Someone who Educates
A lot of times organizations do not understand web analytics well at all. Be sure to mention that not only are you good at doing web analysis you are good at bridging the gap between the business and technical. Demonstrate how you have participated in educating others about web analytics. This can be something as simple as a lunch and learn presentation, or mentoring more junior analysts. Marketing executives strongly desire to become “data driven” or “test and learn” organizations. Let them know that by hiring you they are getting closer to that goal.
Don’t get Trapped in Technical
Very few companies hiring a web analyst need to know that you have experience applying tags to exit links on a web site. They will ask you all kinds of technical questions in an interview, but you do not need eight lines on your resume dedicated to this. Just let an employer know that you are comfortable here, and use the other seven lines to talk up how you make business impact with your skills. Being proficient with the technology behind data collection, tool implementation, and data analysis is definitely part of what a good web analyst knows how to do, but don’t let this be the thing they fix on. This actually did happen to me in one interview. They saw me as technical, and I couldn’t get them away from that. Needless to say, I did not get the job.
I hope these tips help you. Obviously, my experience and mix of skills is different from yours so use only what is useful. In my next post I will share some tips for interviewing. Also, if you have what it takes to do web analytics at an elite level my company is hiring. Shoot me an email if you are interested.
What else should a web analyst put on their resume?