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What does Digital Analyst do at Unic?
As a Digital Analyst at Unic, you cover a whole range of digital analysis and are responsible for creating and implementing a measurement concept as well as for data analysis.
During the relaunch (e.g. of a website) you typically advise the customer during the conception phase by analysing the existing platform and highlighting relevant points for the project. If not already available, you will evaluate a suitable analytics and tag management tool for the customer. At the same time, you work with the customer to develop the key performance indicators (KPIs) to be measured and specify, for example, the data layer for implementation.
In the next step, the implementation, you configure the Analytics Tool and Tag Management System according to the requirements. For easier and faster access to the data you create reports and dashboards and train the customer in the tools.
As a digital analyst, you will generally be the direct contact person for all questions relating to analytics and tag management. You accompany the customer in establishing an optimization culture to promote data-based decisions. You support customers from success measurement to conversion optimization and set up A/B tests, for example. As a digital analyst at Unic, you will also carry out audits of existing analytics setups, perform in-depth data analyses and derive recommendations for action.
What does the customer get from a Digital Analyst?
In short, a comprehensive consultation including implementation, what the customer can measure like on his website, app or online shop to align and optimize his activities to it. Through regular data analyses, the customer gets to know his target group and their behaviour better and can, for example, target marketing campaigns more specifically and thus use the budget more effectively.
Who does the Digital Analyst work with?
On the customer side, the analyst is usually in contact with Product Owners, Marketing Managers or Digital Analysts. Within Unic, the Analyst is very independent. He has contact points with developers who integrate tracking into the platform and UX Architects, e.g. to substantiate or refute hypotheses from the conception with data.
What is most important about the work of a Digital Analyst?
Digital analytics is still insufficiently anchored in the corporate or digital strategy of many companies, which is why one of the most important tasks of a Digital Analyst is to create attention for this topic.
Once awareness is established, he creates a database for optimizations in various areas (e.g. marketing activities, conception of new web presences or individual features). If an Analyst is not used, decisions in these areas have to be made without a data basis and no success control can take place. In this way, one deliberately forgoes a possible competitive advantage over the competition.
What are the characteristics of a Digital Analyst?
Typically, as an Analyst you have a very structured and precise way of working. You can think abstractly and analytically and have the ability to understand complex relationships.
With increasing sensitization in the area of data protection, the digital analyst is confronted with new circumstances again and again (e.g. GDPR, Intelligent Tracking Prevention). It is therefore an important activity to keep up to date. In general, not only with regard to data protection. To be able to offer the customer a solution immediately in case of changes/innovations, the elaboration of new offers in the field of digital analysis is also part of the profile.
How to become a Digital Analyst?
There is no typical way, the areas of origin and educational backgrounds are very diverse. A Digital Analyst often brings along a marketing education or a degree in business informatics and then adapts the specific analytics knowledge autodidactically, within the framework of CAS degree courses or by certifying tool manufacturers. Also technology/web affinity with psychology studies become analytics specialists.
What is the difference between a Digital Analyst and a Data Analyst?
A Digital Analyst concentrates on usage data from web applications (websites, e-shops, apps, etc.) which he collects and usually evaluates directly in an analytics tool. While a data analyst also deals with data from relational database systems of different software systems (CRM, ERP etc.), he combines them in models and tries to recognize patterns in them. Due to the deeper statistical and mathematical knowledge that a Data Analyst brings along, more comprehensive data analyses are possible than those that a digital analyst usually does.
Is a Digital Analyst and Web Analyst the same?
In the early days of digital analysis, only basic data such as page views, visits and website visitors were collected. The "Web Analyst" was created to match this. In the course of time, however, he has analyzed not only websites but also other online channels such as search, social media and e-mail. In order to do justice to the new scope, the term "Digital Analyst" is used today.
Why is Digital Analytics important?
The analysis of digital channels enables companies to communicate in a relevant way. By better understanding the behavior and characteristics of the target group, more targeted and personalized communication can be achieved along the customer journey. The more visitors feel addressed, the greater the chance that they will "convert".
Recording, interpreting and acting on data. Anything that artificial intelligence could one day do for us, we must first understand ourselves and be able to do on a small scale. We need cross-functional teams who are entirely data-driven in their work and who can rely on persistent and customer data that is as standardized as possible. We have a long way to go to achieve this.
The lockdown has had very different effects on the use of digital services in different sectors. We analyze the changes in online user behavior in the course of the lockdown in a small series. Part I: Online Supermarket.