Data analytics are extremely useful for any company’s web marketing strategy, but businesses require the right expertise and staff to get the most out of them. As analytics can be demanding, companies may need to employ a high number of staff to deal with them, but it’s often said that some companies don’t go far enough to create specific roles and dish out the related tasks accordingly. It’s been estimated that by 2018, the US could face a skills gap equating to a shortage of between 140,000 and 190,000 data analytics staff. Nonetheless, by identifying five key data analytics roles, companies can equip themselves to deal with data in a more efficient way.
Hygienists and Explorers
Data hygienists have a pivotal role to play in analytics and it is their job to ensure that the data that comes in is accurate and ‘clean’. This involves tasks like ensuring that data is being captured in the same way all across the board so that comparisons between the data of different departments can be made. Data explorers meanwhile are challenged with working their way through vast swathes of data, identifying what is and isn’t needed. This can be tough as some old data may never have been captured for the purposes of analytics at the time.
Architects of Data
Meanwhile, a business solution architect has to structure data and bring it together for the benefit of everyone that needs to work with it. They also need to ensure that data can be accessed in a timely fashion, catering for real-time needs. A data scientist must create robust analytics models that can enable behaviour prediction, whilst campaign experts are tasked with taking models and turning them into results through campaigns based upon the findings of analytics. By putting these roles into place, companies can prepare themselves for the future influx of vast data levels.
SOURCE: Harvard Business Review