As per Wikipedia - Web analytics is the study of online behaviour in order to improve it. There are two categories; off-site and on-site web analytics. Off-site web analytics refers to web measurement and analysis irrespective of whether you own or maintain a website. It includes the measurement of a website's potential audience (opportunity), share of voice (visibility), and buzz (comments) that is happening on the Internet as a whole.

On-site web analytics measure a visitor's journey once on your website . This includes its drivers and conversions; for example, which landing pages encourage people to make a purchase. On-site web analytics measures the performance of your website in a commercial context. This data is typically compared against key performance indicators for performance, and used to improve a web site or marketing campaign's audience response.

Web Analytics is used for what purpose?

Search Marketing Specialist or a Web Analytics Consultant is responsible for optimizing the websites for both the natural search and paid search programs. Responsibility lies in the development, tracking, reporting, analysis and re-optimization of websites for natural search and PPC initiatives. Having good knowledge of Search Engine Optimization strategies with the latest trends, web designing, and PPC advertising experience, one can achieve the goals of any website in hand.

Website Analyst Consultant is responsible for the following:

Translates business needs into organization marketing goals / requirements

Ability to understand data spot anomalies, trends, guide the team into developing similar processes / techniques in doing so

Ability to maneuver databases, sql queries

Demonstrable aptitude for data modeling, statistical analysis etc. in publishing business

Prepares analysis and presentations distributed amongst decision makers

Proactive in taking specifications from the client, delegate them into team activity among the team members and able to consolidate and deliver projects in a timely and accurate manner

Understand the business dynamics and levers for a specific area of focus

Website metrics with an expertise in Web Analytics to track the performance of the websites

Build a strategy based on the performance of the websites to increase the visitors and further improve the conversions through the websites.

Technical Skills Required for an Analyst

Advanced Excel, Macros, SQL queries

Top notch analytical, quantitative and MS Office skills

Organizational and Communication Skills

Regular and effective interactions with counterparts and clients

Demonstrates effective communication skills

Demonstrate team management skills ability to connect individually with each team member

Web Analyst's Personal Performance and Organization Valued Behaviors

Works under very general direction

Follows organization vision, values and principles

knows and observes quality standards

Key focus on efficiency, process improvements and team management