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Web Analytics And Other Skills (Part 3)

By Brad Adams

Some of the most important skills for Web Analysts have nothing to do with technology (per se’). Rather, it is with understanding business (knowing the clear business objective of the website), setting up the correct communication strategies (i.e., think through how the user will review the website and culminate with a closed sale) and being well versed in the tools and strategies to accomplish these feats.

Beyond being savvy in the items mentioned above, having a good understanding in the basic statistics of seasonality, linear regression and basic trend forecasting is a huge help. Take these items, and a basic understanding of how the World Wide Web works and combine them to get some of the promised benefits many talk about from Web Analytics.

Web Analysts must work at the fundamental level of understanding basic statistics of seasonality (for your vertical market), linear regression and basic forecasting (trends). Combine these with the basic client usage of the Internet is a requirement for larger companies.

Often, the story is the report. If one cannot explain the numbers (and statistics) in a way which upper management can grasp, all of the paper reports in the world will do no one any good.

Other necessary skills that the web analyst needs include those of understanding organizational politics and being adept at managing their message so that they can influence managers into making much better decisions. On the flip side, without such skills, they will only end up with making doorstop reports that will not help the organization and so will not offer any justification for the efforts put in.

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Article Citation
MLA Style Citation:
Adams, Brad "Web Analytics And Other Skills (Part 3)." Web Analytics And Other Skills (Part 3). 27 Jun. 2010. 17 Feb 2016 <>.

APA Style Citation:
Adams, B (2010, June 27). Web Analytics And Other Skills (Part 3). Retrieved February 17, 2016, from

Chicago Style Citation:
Adams, Brad "Web Analytics And Other Skills (Part 3)"

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