IQ Workforce Blog
by Corry Prohens
 Until recently, the only credentialing / certification that was available to web analytics professionals was through the vendors and was obviously product-specific.
The Web Analytics Association has been working on a community-wide certification program for a while. A few weeks ago they launched the Web Analyst Certification Program. The program is broken down into three components / areas of expertise:
1. Site Optimization:
- Persona development
- Visitor activity analysis
- On-Site Search
- Navigation and Site Analysis
- Content Analysis
- Site technology
- Optimizing for Conversion
- Tracking visitor behavior and value over time
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Web Analytics Rock Stars
by Corry Prohens
 1. I have had a whole bunch of conversations lately with analytics executives that complain that they only have number crunchers and report generators on their teams. What they all say they need are analysts… people that generate insights from their numbers and reports.
The jobs that they are looking to fill are Senior Web Analyst jobs... 3-5 years of web analytics experience. Is it asking too much of a person with three years of work experience to understand the tools, understand the metrics and understand the business well enough to helicopter up and down between the numbers and the big picture? In the old days that was the job of C-level, or at least VP-level executives...
It depends on the business, its complexity, and the individual analyst. I've worked at some relatively big companies in my life, and, in my experience, large companies with multiple lines of business and revenue streams, various levels of decentralization/silo-isms, legacy and new tools, emerging and historic business challenges and requirements, and difficult data can't expect to hire an analyst to "helicopter up and down" and be successful out of the gate. It can take months for a person just to understand complex data, the web software development lifecycle, and the intricacies of the business, its competition, and its unique challenges.
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Recent Industry Buzz
Wiredset, the digital marketing agency for TV networks, brands and the entertainment industry is pleased to announce its social media measurement platform, Trendrr, has been named a vendor to watch in four key categories of a recent report put together by Altimeter Group and Web Analytics Demystified.
ProStores , eBay's ecommerce solution for small- and medium-size businesses, recently released its storefront software upgrade ProStores 9.3.2, which features the ProStores Web Analytics Tool. The new tool enables merchants to get at-a-glance summary trends on the analytics dashboard, or more detailed sales and visits information displayed in tabular chart and line chart graphics.
For the first time the political and media machines have started to explore the real potential of digital monitoring and polling.
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