Data Analyst

Are you spending more time performing data collection, aggregation and transformation instead of coming up with quick wins?

Sunita Sharma, 27, is a Data Analyst working for an online travel company in Delhi, India. She is known as the “Deep Diver” on her team and possesses great analytical skills. More than 70% of her week is spent performing data collection, aggregation and transformation. Despite her hard work, her boss frequently complains about the following issues:

The quality of her analysis is mediocre.
Often times the data definition is unclear, which makes interpretation difficult.
There is a high volume of information in the reports that is helpful but does not provide quick wins.
Most of the recommendations are based on assumptions, which make them difficult to act on.
There is a need to know the expected lift in conversion rate if the organization acts on the recommended optimizations.
There are too many extrapolations and a lack of benchmark data.

Over the last few months, she has been working hard to act on these aforementioned issues, but she is constantly failing. Her manager decided to engage 3TouchPoints, and we discovered that:

Due to the lack of training on the web analytics solution, Sunita is spending less time using the tool.
Most of her analysis is based on basic click-stream data instead of developing an understanding of shopper behavior and engagement components.
All of the marketing cost data usually come via email channel from the agency and is not integrated with the behavioral and transactional data. This makes it difficult to calculate the ROI across multiple channels and create intelligent recommendations.
The quality of the data in the web analytics solution is mediocre, and as a result, she is spending too much time reading and interpreting it.
There is a lack of support from the web analytics vendor. When an issue arises, it takes weeks for the vendor to reply with a resolution. The dedicated retainer service is expensive and beyond the budget of her department.
There are various sources of data within the organization with a different definitions and collection mechanisms, which makes it difficult to reconcile. She often has to figure out why the numbers in the web analytics solution do not match those of the in-house financial reporting system.

If you are a Data Analyst and the above persona represents you, then contact us about our Analytics Training and Analytics Support services.