The GrokDotCom post about Web Analytics Careers in 2007 is revealing how well we're being paid, or not, (and valued) for what we do. Also interesting - salary does not change much between different parts of the country; choice to live in New York (where I live) vs. less expensive places is considered by hiring managers as a personal choice based on factors outside the job (like family and friends, city life and entertainment, education, etc).
It also appears relocation packages, when available - have too many limitations and restrictions to fully take advantage of (meaning: find a job where you live - or relocate on your own money - the company is probably not going to end up relocating you). Here's some excerpts from GrokDotCom and a headhunter, Linda Burtch.
"…Fellow Web Analytics Association board member Shubhra Srivastava forwarded this link last night about salary details and employment trends. To sum up:
Hot Skill Set – Web analytics, pricing, credit analytics, analytically-based strategy.
Fast Moving Market – Candidates (especially at the more junior end) are receiving multiple offers and are going off the market in three to five weeks, much faster than the more typical eight to twelve weeks we’ve been used to seeing…"
The Salary layout comes directly from a recruiter, Linda Burtch of Smith Hanley Associates but appears, based on the comments on her post, to be right on target.
I'm not going to copy the whole post but I will put in my 2 cents worth.
I think the 2007 Compensation Information for Web Analytics shows an overall bias towards analysts with superior management skills over analysts who have Superior data analysis and insight skills (but may not have good management skills) and that's a shame.
I have often felt, rightfully so, insight, often harder to communicate - is still, much more valuable to the overall results of a company than a good communicator (but it may take someone else, with better communication skills - to translate an analysts insight into something meaningful to the rest of the company). Still, communications skills are rewarded over insight skills. But that's just my take. Here's an example:
"…Senior Analyst/Analyst
$60,000 to $85,000
These are our most sought after candidates. With a master’s degree in a quantitative discipline and two solid years’ experience in the corporate world, this candidate will often receive multiple offers and be snapped up quickly. The market is red hot for candidates with this degree of experience – back to the level of the dot com boom.Senior Statistician
$80,000 to $120,000
Talented business statisticians with excellent communication skills can command base salaries of up to $120K. To move up from here typically involves picking up management responsibilities or business development skills. "
The continuum goes from Analyst (60K) Senior Analyst (80K+) to Senior Statistician (100K+)…something like that.
Most of the insight moving the business forward pretty much comes from the Junior and Senior Analysts - because they "Touch" the data and give it shape, form and meaning.. yet, Managers and Vice President/Directors get paid in multiples of an analysts salary, in some cases, because they structure and present the data and interface with senior management - when the data is re-packaged with the insights that go with it.
I just had to put that in. I don't want to seem like I'm complaining but….
….it seems to me that too many companies are paying lip service to Web Analytics - talk the talk, but don't walk the walk; often buying into an expensive web analytics platform like Omniture or Coremetrics, or putting band-aids on their existing mess, with a bunch of interns (sometimes offshored) and recent graduates to give them great insight though basic reporting.
Yes, I do over simplify and, to be fair, it's not easy to find the right place for Web Analytics in the business process, and for every business it's going to differ somewhat.
Still, is it any wonder so many companies invested in what they consider to be high end web analytics tools - and yet still can't answer basic questions with it?
The solution - Web Analysts (who can communicate, well enough) should be given a seat at the table and all that comes with it.
I could say more but I'll leave it at that.
