Web Analytics is a relatively new field and growing rapidly, both in scope of work, and in industry size. While our field originally started focusing on the website, analytics professionals today are often responsible for web analytics, mobile and social, search, email, online media and other acquisition channels, not to mention drawing connections between customers offline and online. Reference to web analytics in this document is not intended to limit the scope of this information, as we find similar patterns whether a company hires a “Web Analyst”, “Digital Analyst” (whose responsibilities involve analysing the website and other revenue streams.)

The information in this document is compiled via interviews with the generous members of the analytics community, in an attempt to compromise a representative sample of the types of roles available. Interviewees come from a wide range of environments: large, medium, and small client-side analytics, agency side, consultant side and vendor side.