Staff, structures and budgets: How to build your web analytics team
How much should you spend on staffing web analytics, and how can you build your team? Experts share their advice.
- Technical individual contributors – roles including senior product managers, senior architects, senior tech lead, that typically sit in the IT function and report up to a director or a VP. Responsibilities include setting policy, rules and regulation, and acting as the point of contact with the business team.
- Business individual contributor – roles including senior analyst, internal evangelist. Reporting to director or CMO, this person provides analysis and creates dashboards, as well as responsibility for rolling projects out across the organisation.
- Technical team leader – roles including manager for analytics implementation senior manager, group manager for web operations reporting, and senior manager of website analytics. Reporting to senior manager of director, they are often in the business analytics team in the CIO/CTO function.
- Business team leader – roles including senior manager of web analytics, group manager for analytics and optimisation, director of web research and analytics. This role reports to senior directors, VP’s and/or the CMO.
- You have a senior person who ‘owns’ analytics
- You have dedicated resources for web analytics
- You know who your ‘analytics amateurs’ are (those that have partial dependency on web-based data)
- Your analytics hub supports the whole company
- Your analytics hub produces insights and recommendations, not just reports
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Neil Davey is the managing editor of MyCustomer. An experienced business journalist and editor, Neil has worked on a variety of newspapers, magazines and websites over the past 15 years, including Internet Works, CXO magazine and Business Management. He joined Sift Media in 2007.