You could be fresh out of college or looking for a career change – but if you’re thinking of exploring the field of digital media analytics, things are already looking up for you.
Let’s say the world today is online; digital media analytics helps you decode the way this world behaves. There is an old saying, which goes:You can’t manage what you can’t measure. For successfully evolving businesses, digital media analytics is what will help them measure, manage and understand the imminent future.
So what do digital media analysts actually do?
Contrary to misconceptions, digital media analytics is not confined to Google Analytics (GA). “Confusing GA with Digital Analytics is like confusing a saw with carpentry,” says Gary Angel, President and CTO at Semphonic, a digital measurement and data analytics consulting firm.GA is just one tool in her toolbox: a digital media analystscollects, measuresand analyses data from various digital spaces to design strategies for the business based on consumer behaviour and relevant statistics.
Now consider these findings:
A recent study by Forbes identified that the biggest talent and hiring gap in online marketing is in the analytics space. 37% of companies surveyed said they desperately needed staff with data chops.
People and brands send almost 350 million tweets and share more than 684,000 bits of content on Facebook per day. People upload approximately 72 hours of video to YouTube every minute and Google receives over two million search queries every minute. As a digital media analyst, you will be extracting meaning out of these scenarios.You will be almost handpicking relevant trends and numbers that can help strategize actions for your business. Daunting? We’d say interesting,
There will be 4.4 million digital media analytics jobs available globally in the next two years, and only a third of them will be successfully filled.
Most companies these days consider digital media analyticsinstrumental in designing the potential and success of the business.
But are you cut out to be a digital media analyst?
“If you’re just starting out, I don’t think there is a specific set of skills and qualifications that are required,” says Gary. “We’ve hired people with CS backgrounds, Econ, Math, Genetics, Psychology and even History. My degree is in Philosophy!”
While a good analyst needs to be god with numbers, the key lies in being able to provide insights from those numbers. A digital media analyst looks into the effectiveness of any digital marketing channel such as social media, mobile, or even email. Being able to figure out if a channel is profitable for a company and how it will grow 30, 60, or even 90 days out is crucial to his skill-set.
“We look for people who can use the data to draw conclusions not just parrot back reports,” sums up Gary. An imaginative ability to put two-and-two together- to-more-than-four aside, strong familiarity and practice with the digital channel helps. As does grounding in framework methodologies, such as Functionalism, Use-case Analysis, and 2-Tiered Segmentation.
The good news is once you’ve gathered the skills required for what insiders call a “craft” more than a profession, the world is your gigabyte.