I have been wondering - How should organization view an Analyst?

Almost every organization with online presence has an Analyst or wants one. And every organization has a very different view of what is an analyst. Many organizations describe an analyst as a data puller, or as a report creator, or as a Quoin Jock, or as a number cruncher.

Sadly, not too many see an Analyst as a strategic partner of the owners of the online organization. This strategic partner is not only the keeper of the lore – of what has happened in the past with the programs and web site of the organization AND why – but also someone who helps to improve the current online programs & sites AND helps in the planning of future programs and site improvements by leveraging his/her in-depth knowledge of online marketing, user experience and analytics

Honestly we can attribute this varying view on an Analyst to the fact that NOT all Analyst are equal. One must recognize that an Analyst is NOT an entry level job. A true Analyst needs to have in-depth knowledge of the following four areas to become a true strategic partner of an organization

1. Statistics (though Analyst is NOT a Data puller but an Analyst DOES start with Data)

2. Online marketing ( How can an Analyst help to optimize the existing program or help strategize about the future program if he/she does not have in-depth knowledge of these programs)

3. Online Usability (Again, if an Analyst does not have good understanding of usability concepts then he/she cannot bring insights to the table and connect the dots)

4. Online technologies

At the same time, an Analyst must develop the following soft skills-

1. Ability to work with people with different backgrounds in the company. Such as: Online marketing program owners/managers, designers, Copy writers, Agency partners, upper management, etc.

2. Build and give meaningful presentation to ALL levels of individuals in a company

3. Be an advocate for the Customer / User / Visitor of the company in online space

4. Ability to gather and see trends in customer / industry research (Primary and Secondary)

5. Ability to incorporate other people’s ideas into their recommendations

6. Ability to accept the fact that their recommendations are just that, recommendations. Testing is required to validate them

7. Ability to accept the fact that recommendations which have worked for one program may not work for another

8. Ability to constantly educate themselves to stay on top of the new and upcoming things

9. Ability to ask a question Why – even when it is to yourself and your own preconceived notions of what are the best practices and what will or will not work.