What does the work of digital analysts involve?

• Data collection: A digital analyst collects data from various digital channels such as websites, social media, e-commerce platforms and online advertising campaigns. This includes setting up and configuring tracking tools such as Google Analytics or Google Tag Manager, or Tealium, to capture valuable data on visitor interactions. This tends to be a technical part.

• Data analysis: Using analytical skills and specialised software tools, the digital analyst evaluates the collected data. The aim is to recognise patterns, trends and anomalies. This analysis helps to better understand the behaviour of users, such as how they navigate a website, what content appeals to them or where they may experience problems.

• Reporting and gaining insights: Based on the data analysis, the digital analyst creates reports and dashboards that provide clear insights into performance. He/she identifies key performance indicators (KPIs) that are relevant to the business objective and derives recommendations for action to improve a company's digital channels (websites and apps, but also marketing investments).

• Strategy development: The digital analyst uses the insights gained to support the development of strategies to improve online performance. This includes website optimisation, personalised marketing campaigns and improvements to the user experience (UX).

• Collaboration and consulting: As an interface between technical teams, marketing and management, the Digital Analyst works closely with various departments. He/she presents results and recommendations in order to jointly make and implement data-based decisions.

• Trends and technologies: A digital analyst stays up to date with the latest trends and technologies in digital analytics and online marketing to provide innovative solutions and continuously improve digital performance.

Overall, the digital analyst role combines technical expertise with analytical thinking and strategic planning to help organisations achieve their digital goals and create an outstanding online experience for their users.