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Digital Analytics Competency Framework

Progress Report #2

 

The CNN world headquarters in Atlanta takes up an entire city block and is a bit overwhelming. For three days in July, 2014, it graciously hosted the Digital Analytics Association Joint Task Force on Competency Framework Development.

It took about a half an hour of commute time for the 15 of us to reach our meeting room ("Ability") after arriving at the front door. Once ensconced - it was off to the races - with only minor distractions from breaking news.

This gathering in Atlanta was so interesting and so engaging that I only made it to the lobby bar on the first evening after dinner. We were all simply too tired after full days of wrestling with the creation of industry competencies, skills and required knowledge. What an effort!

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Nate Silver's the Signal and the Noise is a forecasting book with broad appeal. Read this book if you want to understand more about decision-making, statistics and predictive analytics without having to mine a text book. The book is richly researched, well organized and packed with engaging examples. It is especially valuable for digital analytics professionals and marketing executives who may be facing pressure to provide more predictions.

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We generate data everywhere, every day, in many different forms; from our phones, to our payment cards, to our smart televisions, and computing devices. Even the infrastructure of where we live creates data – the traffic signals, speed cameras, billboards, buses; anything that contains a micro-processor or sensor-equipped, provides data about us.

With an estimated

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This week in Atlanta, I will be meeting with 15 dedicated, digital analytics types in an attempt to answer some of life's imponderables:

Who are we?
What do we do for a living?
How many knowledge and skills levels are there?
What knowledge and skills are needed at each level?
What might a job description look like at each level?
How do you know which level you are?
What do you need to know to get to the next level?

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As the number of marketing channels continues to grow, measuring the influence of one channel on another has become a huge challenge. In fact, according to a recent report issued by Visual IQ and The CMO Club, more than 70 percent of marketers rated their ability to assess the impact of one channel on another as “poor” or “fair,” suggesting a lack of practical expertise harnessing and deriving insights from Big Data. The real bottleneck is not technology, but the availability of analytics experts with the skills and expertise to analyze and interpret it correctly, so it can be acted on effectively.

What Makes A Good Analyst?

While skilled analysts are essential for unlocking the power of Big Data, building an effective marketing analytics team poses some interesting challenges, including knowing what qualities to look for in an ideal candidate. When building out your analytics team, it’s important to focus on these skills and characteristics:

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Intro to Mobile Analytics – how does it differ from the fixed web?

Now that we are into 2014 I am sure all of you understand how important mobile is to your business.  But just in case you have been in a cave or under a rock for the last 4 years, here are some pretty staggering statistics about the Mobile web.

  • 58% of all US consumers already own a smartphone.  Source - 
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(Note: This is a repost from a guest blog, posted today at IQ Workforce; thank you to fellow DAA Research Committee members Christopher Berry and June Li, who aided me in gathering some details for this blog post!)

      Digital Analytics (or #measure on Twitter) has, over the past five years, emerged as a growing area of academic interest. Universities and colleges, worldwide, are taking an increasing interest in digital analytics, from offering courses, to full-fledged research centers producing journal articles, books and a growing body of academic literature focused on advancing and evolving our industry. The interaction between academia, digital analytics practitioners and vendors continues to evolve as well, as evidenced by the presence of academics at digital analytics conferences and symposiums, recent participation on the board of the Digital Analytics Association, and the launch of a new academically-focused, practitioner-oriented journal this fall.

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Reporting and analytics are an important part of website and software development. Tools are available to help with this process and can help to improve the efficiency of websites. When you integrate analytics reporting into your websites, you’re likely to improve your sales conversions. Our company can make optimization recommendations and provide performance insights. Here are some ROI reporting and optimization tips that you may need to know:

1. Mobile Device Reports

Business people can receive mobile accounts reports in any location that they are in at the moment. Not only can reports be deployed but also KPIs and other analytics. This helps people keep track of how their devices are performing.

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Email marketing remains one of the vital aspects of any healthy online marketing campaign. Over the past few decades, the best practices for this advertising medium have been refined to provide immense return-on-investment, due to low overall costs. Despite the age of the internet and email advertising, however, creative marketers have continued to create new methods for improving email marketing performance.

One such method is called email retargeting, and this option is a particularly new way to add value to a current marketing campaign. Put simply, email retargeting offers display advertising to individuals who have previously opened an email. When a person is part of an email marketing list and opens a recently delivered email, that potential customer is then shown relevant advertisements later.

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It was just 7 years ago when I first heard of this thing called Web Analytics. I had no idea what it was, but a recruiter found me on a career website and believed I had the qualifications necessary. Okay great, I was in graduate school and in the market for a new job….and yikes, I definitely had some homework to do in order to prep for this interview!

What I could find definitely made Web Analytics sound interesting. It was an industry that supported online businesses and involved both creative marketing and geeky data reporting. My personal Ying and Yang, as I like to call it these days; I was drawn to the fact that it seemed to be both a left-brained and right-brained career track.

On my interview day I met John Payne, who at the time was the Director of the DFW Coremetrics office. My first impression of John was amazing – he was passionate, energetic, and I loved his philosophy on hiring. He explained to me that Web Analytics had been around for a while, but was still up and coming and was sure to grow immensely as companies with an online presence realized the value it could provide. He was quite aware that few people had heard of it, very few people had job experience with it, and at the time, no one had studied it in school (at least not in our neck of the woods).

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By Guest Blogger, Damian Fernandez-Lamela.



In my experience there are several top marketing analytics mistakes that are common across different industries. Unfortunately, I have seen these problems repeated over and over, in many companies, during my career. If you want to be successful in analytics, you have to be particularly careful to avoid these mistakes. Here is a short list:

·         Not adequately influencing the decision maker

It is a completely wasted opportunity for the company if you are unable to influence the decision maker using your data-driven analytics insights. In some cases the issue is the lack of storytelling skills. Analytics professionals need to improve their communications skills and be able to explain the stories that the data is telling them in a way that business decision makers will easily understand. Sometimes, the problem is the lack of sufficient effort in convincing all necessary stakeholders. This is particularly challenging in large organizations where you need to convince a sizable number of stakeholders before any decisions are made. I know how frustrating it is to spend time on an analysis, only to see it rapidly discarded; to ensure that doesn’t happen to you, improve your internal “selling” skills. You and your organization will benefit tremendously.

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                                          digital-attribution-june2014_2
A
s marketers thrive to make better informed and data-driven marketing spend/allocation decision ; Digital Attribution is one of the most hot trending topics in the Digital World ! According to Adobe/Econsultancy last survey about Digital Intelligence trend ; 58% of the marketers believe that a perfect model is impossible: attribution-quote-adobeeconsultancysurvey
Good news being that we are not looking for perfection but a model which is as reliable as possible for your business, which will enable to measure afterwards your campaigns adjustments and optimization moves lift - and understand which spends to which channel impact actually your bottom line KPI. Models won't be the same for each business ; the level of complexity required is inherently tied to your business model and your customer path to purchase. To keep it simple, your goal is to
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"Moneyball for Marketing" is a great podcast with a lot of great insight for Marketers who care about analytics. And, let's be honest, if you don't care about analytics these days you're not a real marketer. The most recent episode includes an interview with DOMO, inc CMO, Heather Zynczak. It highlights not only the importance of showing ROI, but also talks about a great tool that can actually help demonstrate ROI and help get value from data that you are most likely already collecting.

click the link for a quick listen:
https://itunes.apple.com/us/podcast/moneyball-for-marketing/id865449585?mt=2

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Morphing Banner Advertising - by Urban, Liberali, MacDonald, Bordley, Hauser

Summary:
The authors doubled the CTR on banner ads using Morphing over the control group. The sample size was 116,168 unique CNET consumers with 451,524 banners. They used information about consumers behavior to infer one of four cognitive segments. They used that information to modify banner ads to match those cognitive segments.

They describe four segments based on two axes. There's an axis of impulsive versus deliberative which captures how hard somebody thinks. The second axis is analytic versus holistic. Analytic thinkers tear things apart into constituent parts, holistic thinkers do not. These segments are operationalized based on responses to questions like "I find that to adopt a careful, analytic approach to making decisions takes too long," "I rely on my first impressions," and  "I read the text carefully." The two axes are summarized into four segments. These cognitive segments are deliberative-holistic, deliberative-analytic, impulsive-analytic, and impulsive-holistic.

In a second test, they describe a number of segments in use at General Motors. There is a Collection segment that includes customers that are more than a year away from buying and are collecting information. There is a Comparison segment including customers that are less than a year away from buying, and a Commitment segment including customers who plan to purchase in the next three months, have collected all the information, and have visited a dealer.
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You don’t have to circulate very far in a room full of data analytics executives to understand that one of their top concerns is where to find the talent necessary to staff their constantly evolving ventures.

The statistics alone are enough to induce a personnel headache: the McKinsey Global Institute has projected that by 2018, the United States alone could face a shortage of as many as 190,000 people with deep analytical skills. This study also found a looming need for over 1.5 million managers and analysts who understand big data and how to apply it to business operations.

It’s no simpler on the job-hunter’s end. Take these “5 Facts from the Field:”

  1. Data analytics team members are mostly hired from the inside, only 20 percent from the outside according to leaders at EMC, the storage computer maker.
  2. Forget merely studying software frameworks like Hadoop - Big Data hiring managers are looking for masters.
  3.  While you’re at it, you’d better be a master communicator, too.
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When do you do your best thinking and planning? For me it is when I am on the ‘long run’ – or as runners say, that time after 3 or 4 miles where your mind and body go into auto-pilot and your thoughts start to wander. I’ve taken several long runs lately as I’ve contemplated what it means to step up into the President role within the DAA. I’ve got some big shoes to fill, but I have a great team around me to provide both the support and guidance to help our association hit our goals this year – especially with respect to Professional Development and the initiatives that we are tackling to help our members achieve their own goals with respect to digital analysis, product management, optimization and leadership development.

As we roll into June and head into enjoying vacations with family and friends, this is a great time to rethink your intentions for 2014 and what your goals are professionally and personally. Are you on track? Have there been changes in your business or career that makes you pause and think about your professional development or strategic initiatives for this calendar year?

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[Reposted from my blog on weboptimeez.com ]
I used to work for online dating services, website project management and website performance analysis and always had a lot of fun reading the ads most of the time not very interesting but sometimes funny, wacky or truly desperate - honestly, best lunch break ever ! Don't get me wrong, it's really difficult to describe in a few sentences what you could want in a person and who you truly are without sounding a tiny bit desperate. Well, no shame on my side :

keywords-classified-ad  

In reaction to Google encrypting natural and now paid search queries in mass ; I know that Google do not care a minute of my POV but anyhow as in love I will not hold back my feelings anymore: angry and desperate ! Or am I just blind maybe, a lot says that it's not a big deal that now

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[Reposted from my blog on eMetrics.org]

The Digital Analytics Competency Development Project


Now approaching 6,000 members, the ten-year-old Digital Analytics Association (DAA) produced a couple of truly impressive programs in its infancy.

The award winning University of British Columbia / DAA Award of Achievement in Digital Analytics is offered 100% online using the DAA’s course material on UBC’s educational platform. The curriculum of four, month-long, tutored courses has been instrumental in helping over a thousand individuals acquire a new job skill in a burgeoning industry.

The DAA’s Web Analyst Certification Program offers a proctored exam for individuals to obtain professional recognition after demonstrating their knowledge of and competency within the web analytics industry. Nearly 200 professionals proudly wear the CWA designation on their CVs, LinkedIn profiles and lapels.
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The digital analytics profession has undergone significant transformation in the last decade. The DAA is seeking volunteers to help define the knowledge and skills required for digital analysts to be successful now and in the future. The Digital Analytics Competency Framework will be the first of its kind for the profession. In order to truly understand the competencies, the DAA needs professionals of diverse roles, organizations, and career levels to participate in this paramount project.

The Digital Analytics Competency Framework that you will help create will have a long-lasting impact on the industry.  Through this project you will develop leadership skills and enhance your network, benefiting you both professionally and personally.  This project will allow you to network with industry experts and thought leaders, engage fellow members in meaningful dialogue, work collaboratively fostering a spirit of innovation and creativity, and contribute first hand to knowledge creation. Don’t miss this opportunity to be a part of something truly monumental.

Why is the DAA defining the Digital Analytics Competency Framework?


The competency framework is intended to provide a professional development roadmap to which the DAA can develop and align career paths, training programs, and other education products and services.
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