Career in Digital Media Analytics

1. CAREER IN

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Objectives
 Growing Influence of Digital Media
 What is the job profile of a digital media analytics professional
 How is the job market
» Job market size
» Present and future prospect
» Kind of roles on offer
 What is the career progression
 What is supply vs demand
» In terms of skill set
» In terms of size
 How our course can bridge that gap
 Brief overview of the course

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Growing Influence of Digital Media
Source: McKinsey Quarterly

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Models for setting up digital activities
Source: McKinsey Quarterly

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Can be undergraduate from engineering, science, commerce, and statistics
Certified/trained from an online/offline platform
Could be working on google analytics, social media analytics, mobile app analytics
As per payscale.com, 10th -90th percentile salary range for internet marketing
specialist is between $ 28 K and $ 59 K; similar figure for online marketing manager
range between $ 38 K and $ 94 K
Typical profile of a digital marketing professional

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Basic Qualification required
Skill sets Provided by
Edureka
Experience with digital platforms, CRM platforms required
Strong analytical ability including building reports, analyzing
data, summarizing findings for executive teams
Deep understanding of best practices and emerging trends
within digital marketing, marketing automation and digital
technology space.
Skill sets required from the
professional
Bachelor’s Degree required
Self-starter with ability to work productively with little
supervision
Ability to influence and lead large cross-functional teams in
developing and executing

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Right Fit
Basic Skill sets required
from the professional
Bachelor’s Degree required
Self-starter with ability to work productively with little
supervision
Ability to influence and lead large cross-functional teams in
developing and executing
Preferred Skillset required
B2B/B2C digital marketing experience preferred
Demonstrated ability to work with multiple stakeholders
and external partners to deliver tangible results
Proven experience in presenting business concepts,
roadmap/plan, and technical solutions to senior leadership

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Job Market
Size
• As per LinkedIn, there are 175,000 jobs available worldwide for Digital Analytics professionals
Future
Prospect
• The growth rate in marketing related-analytics hire is 67% over the past year, and 136% over the past 3 years
• As per LinkedIn, Digital analytics is among the top 5 most powerful skills to have in demand
Roles on
offer
• Digital Strategist, Digital Media Planner, Digital Media Specialist, Digital Media Analyst, Digital Media Manager
• Campaign Manager, Chief Marketing Technologist, Chief Digital Officer, Google Analytics Specialist
How is the job market

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Salary Range
0
5000
10000
15000
20000
25000
30000
50000 70000 90000 110000 130000
No.ofPeople
Salary in $
Salary Range
Source: Indeed.com, US

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Career Progression
Career Path 1 Career Path 2 Career Path 3 Career Path 4
Digital Strategist Head of Digital Chief Digital Officer Chief Marketing
Technologist
Digital Media Planner Digital Media Director Digital Media Director Campaign Manager
Digital Media Specialist Digital Media Manager Digital Media Manager Digital Media Analyst
Digital Media Executive Digital Media Analyst Digital Media Specialist Digital Marketing
Executive
Digital Media Executive

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Digital Media Analytics Job Roles
Digital Media Analytics is an extensive field. You may specialize in any one of the below roles :
Website analyst: Tracking visits, clicks, click paths, views, bounces, level of engagement, conversions, and the places
through which the visitors came are a part of his job. Website analyst must gather insights about how each page of the
website is performing and what changes could be made to ensure that the website goals are met.
Social media analyst: Measuring and analyzing the social media presence of a company (Twitter, LinkedIn, Facebook,
blogs, forums). Checking how effective your social media activities are and how they can be optimized. Tracks all the
mentions of a brand name, what are the engagement levels and opinions, what are people saying, and what are the
trends that the brand is going through.
Competitive analyst: Tracks the activities of competitors on the web and keeps up-to-date about the industry trends
and how will they affect the brand he works for.
Campaign analyst: Must ensure that the message is tweaked appropriately to increase clicks and leads and all the
required changes are made to ensure optimum ROI in future online marketing activities.
Tool specialist: Having extensive knowledge and expertise on platforms like Google Analytics or Omniture helps when
you need to look at specific data or manipulate the platforms to acquire the data needed specifically, depending on the
analyses objectives.

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What is Supply vs Demand
•As per the report of Online marketing institute, following are the skill gap with respect to various domain of digital marketing:
37%
29%
27%
27%
27%
Gap between supply and demand
Analytics
Mobile marketing
Email Marketing
Content marketing
Social Media Marketing

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How our course can bridge the gap?
• The course provides a deep dive into Google Analytics and thus prepare you to be ready
with most commonly used digital media analytics tool.
• It gives hands-on on all the subjects of digital media analytics i.e. web, social media, and
mobile app analytics
• It will demonstrate the importance of digital analytics in business decision making
• By learning to measure the success of various marketing campaigns & channels promoting
app download programs for various firms/startups
• Also, the candidate also gets certified as DMA expert by Edureka after the successful
completion of the course and the certificate is validated by LinkedIn

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Brief Overview of the course
Edureka’s Digital Media Analytics course provides the right skills and knowledge necessary to fully leverage and
optimize the digital web presence on the various web analytics methodologies and products and the various
moving parts which are essential for a successful online presence & measurement and thereby meet the
demands.
8 modules to be covered as part of the course
1. Introduction to Web Analytics
2. Google Analytics - An Overview
3. Google Analytics - KPIs & Tools Integration
4. Google Analytics - Audience Reports & Analysis
5. Google Analytics - Behavior Analysis
6. Conversions & Ecommerce Analytics
7. Social Media Analytics
8. Mobile App Analytics

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Intelligent Interview Questions
How do you
optimize A/B
Testing across
different use-
cases
Why should
companies
do web
analytics?
Attribution
problems
across
channels & a
likely solution
How to set
conversion rates
Search term users,
website visitors,
socially engaged
visitors- how to
categorize them
differently and
have something for
each of them
How to define
goals creating
awareness
vs. Spent
optimality -
Balance
Differences
between Google
Analytics &
Omniture and
which is better &
why

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Questions

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Your feedback is important to us, be it a compliment, a suggestion or a complaint. It helps us to make
the course better!
Please spare few seconds to take the survey after the webinar.
Survey

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