Image
courtesy: Data
Interactive-Wipro
These
days, the digital world is abuzz with big data, and real time analytics (RTA).
As the days pass by, the talk on big data is getting big and bigger that has recently
drawn the attention of biggies across the globe. They see a wide un-tapped
opportunity, and start deploying resources to capitalize the ‘wave’ for a
windfall gain. To my understanding, big data tsunami is bound to happen. Not to
exaggerate, it could be, indeed, a multimillion opportunity for big and medium
sized industry.
Big
data seemingly promises something for everyone –be they developers, data
analysts, marketing & sales professionals, BI analysts or management. As
per McKinsey Global Institute, there would be approximately 140,000 to 190,000 unfilled positions of data
analytics experts in the
U.S. by 2018.
As
a digital marketer, I perceive this trend as a big opportunity for web analytics
professionals in particular. Today, we see vacancies for ‘web analytics’ professionals
who use software such as Google Analytics, Omniture, Web Trends, Unica, etc.
They pull the historic data to present them in a more visual form, create
interactive dashboard using Tableau, Canvas or 3rd party tools, for easy
understanding of management, and stakeholders. With the advent of big data, things
will change in next few months.
The
whole concept of big data spans four dimensions such as: Volume, Velocity,
Variety and Veracity. Similarly, the role of web analytics would span for:
(Variety) Digital Web Analytics The role of DWA would be to analyze the historic data based on standard KPIs from different devices such as desktop, smart phones, iPad, notepad, iptv, iPhone, etc. Understanding the users’ behavior from a variety of devices are the key metrics to focus on.
(Velocity) Real Time
Web Analytics – Time is money. Just like stock brokers keep watching, and
monitoring the real index of shares on daily basis, the role of RTWA would be
to continuously monitor the ‘LIVE’ results of visitors’ interactions, actions,
and behavior. RTWA can track the live results of how the new email newsletter,
ad campaign or TV, conversions (goals) are performing, where the visitors are
coming from, what causes them abandoning the cart, and strategy around sending an
instant follow up email, and so on.
(Veracity) Social
Media Analytics – The inability of any software to accurately track the
‘‘viral’ of any brand from social media channels, has given birth to different
software, and tools. The companies such as IBM, Adobe, etc. who have already developed various products that address the need for social analytics.
The
role of social analytics is to gain expertise in using social tools,
understanding social KPIs, users’ mentions, engagement, shares, likes, reach,
demography, reviews, comments, posts, tweets, social conversions, sentiment
analysis, behavioral insights, influencer analysis, real time behavior, and
many more. The company like Accenture and IBM are already hiring professionals
for this position,
(Volume) Web
Intelligence Analytics –The
role of WIA would be to analyze the ‘big web data’ to be collected from DWA,
RTWA, and SMA. Combing the big web data, and presenting the same in a dashboard
requires a lot of data mining technique, expertise in using tools such as SaS,
SPSS, sound knowledge of visualization tools, statistical skills, some
knowledge of Business Intelligence (BI) tools, database knowledge, advanced
excel, etc.
Decide
where you want to see yourself in a big data economy. If you miss, you miss
forever. If you hit, you’d be a hit forever. Choice is yours!
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Friday, May 03, 2013
Big Data – A Game Changer for Web Analytics Professionals
Written by
Munaz Anjum
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