team setup

The changing role of the web analyst

The role of the web analyst has changed dramatically, with a diversity of work that didn’t exist two or three years ago. 

For the sake of our sanity I set about trying to define the role of the web analyst.

How you should set up your web analytics team

I think a common theme in companies is that there is a need for an ‘expert’ to come in and make use of the data that they are creating or to turn around an organisation that has managed to ignore its customers for too long. 

This is the start of the web analytics function in an organisation. Most people don’t know where it belongs, let alone what it should look like. In my professional life I have been in e-commerce, IT, search, customer insight, and marketing teams, and I’m only 29 (even if the increasing grey hairs belie this fact).