Digital analytics is a fascinating topic – and so are the people behind all the data! If you follow our blog, you’ve seen our interviews with analytics professionals across all industries. Today, we’re turning the spotlight on our own team: Jasmin shares her experience as a digital analytics consultant at AT Internet.
How did you come to be a digital analytics consultant?
I really stumbled into it. After studying media business, I wanted to do “something with media,” preferably in the TV sector. During an internship in the UK, I had my first experience with web analytics; I got to know Google Analytics and wrote my thesis about behavioural targeting. While researching, I met someone from AT Internet during an experts’ meeting and was eventually offered a job. At first, I had no idea what the job was about, but I thought it through and finally accepted.
What are your main activities as an AT Internet digital analytics consultant?
My job is about 30% to 35% travel and 65% to 70% office time. Many of my customer meetings take place online. My responsibilities as digital analytics consultant are very diverse. I demonstrate how our tools are used, and attend pre-sales-meetings to convince potential customers of our qualities. Tagging projects are also very exciting, because there are so many different industry specificities involved. I determine customer needs for site tagging and create adapted tagging plans. After that comes implementation testing. There’s a lot of customer communication involved. I also like to organise trainings to help customers use our tools.
I support about 10 to 15 customers, not including my pre-sales meetings. But not all of these customers have active consulting projects at the same time. But I am also responsible for one of our biggest media customers, who has more than 100 websites, mobile sites and applications. My other customers come from a wide range of industries. There are corporate websites, media sites and e-commerce sites. And lots of applications, of course.
As data protection officerand trainer, I’m involved in more than just consulting. Working with my colleagues from the legal department, I’m responsible for ensuring that all data protection laws are respected. I look for new trainees and train them. As you can see, there are lots of things to do for a digital analytics consultant.
What do you like best about your work?
The diversity is the most interesting aspect of my job. I simply love that there is always something new to learn in the digital industry. Regarding consulting, I like trainings best. It’s fun to share information with customers in a way that they can then work independently with their reports and analyses. And the fun really starts when you master your analyses and delve deeper into data!
Furthermore, I like to do audits and check if tags are correctly implemented. If there is something wrong with them, a consultant has to become a detective and find the cause of the problem.
What I also enjoy very much is coaching new employees and checking on how our trainees are doing. It’s so much fun to pass on knowledge.
What 3 key qualities and abilities should a digital analytics consultant have?
A consultant should have a certain amount of technical understanding, good communication skills and a quick grasp on tasks. It might seem unlikely at first glance, but this is definitely a job for women! But as you can imagine, there are more male consultants.
It’s important to be open to learning new things and always strive to overcome your limits. It doesn’t matter if you are a man or a woman: As a digital analytics consultant, you are part of the future!
What are the biggest challenges for your customers?
The biggest challenge is to get all stakeholders to communicate well at the start of a project. Most of the time, we only talk to the analysts. But it’s better to bring everyone involved in a website project together in a meeting. This includes the technical partners that implement the code, marketers, editorial staff and, of course, analysts.
When implementing a project for a customer, it’s important to know what should be monitored. Oftentimes that’s not clear at all. If opinions are left unheard, it can happen that the measured data isn’t truly accepted in the company.
Any memorable moments or special experiences during your career?
In early spring 2014, I spent two months in Singapore to provide consulting services for our customer Singapore Press Holdings (SPH). It was my first trip to Asia and I was prepared for some cultural differences. But I only discovered how significant they were during our Advanced User Training. The participants came from India and other Asian countries. I explained analyses, and the Indians always shook their heads. After a while, I asked why they kept doing this. As it turned out, this was their way of showing approval and agreement. That was funny.
That wasn’t the only training I organised there – over a period of 8 days, I had to train more than 100 users. It was a great challenge, but also great fun.
What does the future hold for digital analytics consultants?
I think there is much to come for digital analytics consultants. It will be more and more important for many companies to understand users and to analyse and use data for valuable decision-making. That’s the biggest challenge for all companies.
Jasmin, thank you very much for sharing your experiences!
Curious about the role of digital analytics consultant? You’ll find regularly updated job offers on our website. Have a look or contact us!