In the world of interactive marketing, web analytics jobs are in hot demand. I get at least 4 inquiries a month and I only have a LinkedIn profile active. For anyone who’s worked in the field, this comes as no surprise. Web analytics is still relatively young, there is little infrastructure in colleges and universities to train students and each tool has nuances that can throw even the most seasoned marketer.
There’s no doubt that, at the moment, the web analytics job field is a buyer’s market. Of course, just being a numbers jockey doesn’t guarantee you the position you covet. Having been both on the application and hiring side of the table, I have some insight into what makes a web analytics resume stand out. Here are some of my tips to improve yours.
- Focus On Measurable Results – The point of measurement is action. Bullet some of your major accomplishments in direct, quantifiable terms. For example, “conducted a series of multivariate tests on my clients’ website that produced a 20% lift in conversion within 4 weeks.” Essentially, you are providing mini case studies to catch the employer’s attention. Be prepared to elaborate extensively on the points you highlight.
- List Tools and Proficiency – Some employers are looking for candidates with knowledge of specific web analytics tools. Include a section in your resume where you list the tools your familiar with and your level of proficiency, e.g. Omniture – Intermediate, Google Analytics – Advanced.
- Flaunt Your Training – Any specialized education or training can distinguish you from the rest of the pack. This includes formal certification programs like the certificate at UBC, Web Analytics Association training, vendor training programs like those from Omniture or an advanced degree such as that from the Institute for Advance Analytics. Essentially, this is as much of a guarantee of experience and facility with a tool that an employer can expect.
- No Report Monkeys – Anyone can be trained to extract, massage and spit data back out in dashboards and PowerPoint decks. Your resume needs to explain how you translate data into insight and stimulate action. I want to see proof that you furthered your company or client’s business with your work.
- Web Analytics Resume 2.0 – Clickstream data is a drop in the analytics bucket. There is a wealth of other data out there: surveys, usability research, competitive intelligence, insight from a/b and multivariate tests, ppc trends and more. A great resume shows comfort with, and curiosity about, the many different sources of information about your customers and prospects.
If you liked this post, you might also like my post about deciding whether or not to require experience when hiring web analysts. For one perspective on where your web analytics career can go, check out June’s post and presentation from eMetrics. If you’re curious about my own tenure in the field, drop a comment with your question.