On occasion, when faced with the simple question ‘Is being a digital analyst rewarding?’ the answer comes effortlessly: ‘Absolutely, yes!! Being part of an everyday revolution is life inspiring. Striving to create perfect digital journeys here at Jellyfish by testing, optimizing and daily mapping new user behavior, receiving new test results and insights into the different sections of these journeys, is breathtaking’.
In my heart, digital analytics is all about the passion for technology that can offer a market solution; about pure creativity in building ways to recreate your users experience so that you can learn from it; and about investigating to come up with the users’ facts: How do users actually interact with different elements and approaches on a page? How does a specific targeted segment’s behavior deviate from the average when on a specific device? How do these metrics change after testing a variation of a page based on a optimization hypothesis? As an optimizer – This type of data, plus reliable analytics tools & user behavior monitoring platforms that capture and effectively visualize them, are for me an absolute prerequisite before engaging with optimization projects at any level.
One of the main challenges for digital analysts in the next two years will be to choose the right set of methodologies or platforms that will offer effective visualization and data mining UIs (for example, natural language). These could in seconds give us the gist of millions of multidevice user journeys with provision for the latest developments in behavior-tracking technology, big data, mobile and multichannel attribution modeling based on segment personas globally, while correctly anticipating the next moves of the big players.
With many areas of the user/shopper’s behavior and interactions still unexplored, digital analytics is a field full with promises that will continue to grow exponentially in years & decades to come. It will also incorporate into its rationale neuro and cognitive science findings, enriching our digital media everywhere around us, and the different ways that they get integrated into our life, creating our daily ever-changing digital universe.
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