ANALYTICS ENGINEERING What It’s All About & Why It’s The Hottest Engineering Job

MY STORY

• I graduated in Linguistics in ’06.

• I had a brief stint as a web developer before analytics.

• Web Analytics wasn’t in my plans.

• I’ve worked with 8 different consulting agencies and hundreds of

brands.

• I love my job:

• I work remotely

• I have a flexible schedule

• I work with smart, passionate people

• I get to work with relevant, influential brands

• I have career options

• I make a difference

DIGITAL ANALYTICS ENGINEERING

A UNIFYING LINK

ENGINEERS ARE IN DEMAND

Analyst Project Manager Developer Quality Control Executive

Analytics Engineer

REQUIREMENTS GATHERING What search terms brought users to this

product?

What percentage of viewers who view this

page add the item to their cart? How many go

on to purchase?

How many users click to view the different

formats? Which do they end up purchasing?

How many users site-wide click on this

promotion? Do more click on it if we make it

slightly larger?

How many users were logged in? How many

were Prime members?

How many users clicked to see reviews? Do

the reviews affect purchasing rate?

Are users finding this product in the

“Technology” category, or “Popular”?

DIGITAL ANALYTICS ENGINEERING

Note: Amazon is not a client; this is a theoretical use-case

SOLUTION DESIGN

DIGITAL ANALYTICS ENGINEERING

Both Google Analytics and Adobe Analytics have many built-in reports, but most analysis

involves custom reporting. Engineers must be able to figure out the best custom way to

report, using:

For Google Analytics:

• Custom Variables

• Custom Dimensions

• Content Hierarchy

• Enhanced E-Commerce

• Filters

• Segments

• Calculated Metrics

For Adobe Analytics:

• Conversion Variables

• Traffic Variables

• Events

• Merchandising/Pathing

• Segments

• Calculated Metrics

• Classifications

TECHNICAL SPECIFICATIONS

DIGITAL ANALYTICS ENGINEERING

Technical Specifications make it as easy

as possible for developers to provide

analytics the data it needs.

GETTING DATA IN- WITH JAVASCRIPT (SIMPLIFIED)

“We have a new Cart Addition feature

coming to our site next month”

<script src="adobe/s_code.js”>

<script>

s.pageName="Product Details>Green Wug"

s.products=";10087613"

s.eVar3="Shipped”

s.t()

</script>

Analyst Analyst Developer Analytics Engineer

DIGITAL ANALYTICS ENGINEERING

GETTING DATA IN- WITH JS & TAG MANAGEMENT (SIMPLIFIED)

“We have a new Cart Addition feature

coming to our site next month”

<script src= "//assets.adobedtm.com/satelliteLib-

936bed58471c5.js"></script>

digitalData={

product:{

ID: "12SJf4",

price: "4.99”,

name: "Green Ball",

fulfillmentMethod: "Shipped”,

}

}

Analyst Developer Analytics Engineer

DIGITAL ANALYTICS ENGINEERING

GETTING DATA IN ON MOBILE DEVICES

Mobile is the “wild west” of data analytics. Engineers

need to be able to problem solve and adapt quickly.

Today’s engineers get to discover and define the

industry’s approach to Mobile Tracking.

Skills are needed in:

• JavaScript

• Swift

• Java

• Objective C

• C++

• C#

DIGITAL ANALYTICS ENGINEERING

IN DEMAND

GREAT OPPORTUNITIES

ENGINEERS ARE IN DEMAND

*Source: DAA 2016 Compensation Survey

US Annual Salaries by Analytics Title*

PROVIDING VALUE

ENGINEERS ARE IN DEMAND

*Data is estimated based on anecdotal evidence ;)

FROM ANALYTICS ENGINEER, TO PRODUCT ENGINEER

DIGITAL ANALYTICS

These products were all started by Analytics Engineers who saw one of the many gaps in

the industry and decided to solve it.

WHAT DOES IT TAKE

DESIRED SKILLSETS

No one in our industry studied Analytics Implementation in school- we are all

learning as we go. As a hiring manager, I’ve looked for folks who:

• Have HTML, JavaScript, jQuery, CSS and/or Mobile Native Skills

• Are savvy about internet/software development and architecture

• Have experience with technical documentation and project management

• Are curious and motivated to learn

• Learn and adapt quickly

HOW TO GET STARTED

TECHNOLOGY TO KNOW

Analytics Tools:

• Adobe Analytics

• Google Analytics

Tag Management:

• Dynamic Tag Management

• Ensighten

• Google Tag Management

• Tealium

Coding:

• CSS selectors

• JavaScript

• Native Mobile languages

• Data Layers:

• W3C Data Layer

• Google Tag Management Data Layer

HOW TO GET STARTED

HOW TO GET STARTED

Google Analytics is a good starting point- it’s free, you just need a data set.

Find opportunities to get experience:

• Build an app or site, or pair up with a small business, and implement Google Analytics,

and use the data to propose some action to improve the site/app

• Analysis Exchange

• Google has a demo data set

• Google Analytics Academy course on Data Collection

• Certifications exist, but are not nearly as valuable as experience

• If you can find an entry-level position, seize the opportunity

• Find industry mentors:

HOW TO GET STARTED

• Avinash Kaushik

• Analytics Demystified

• Jan Exner

• Simo Ahava

• 33 Sticks

• Digital Data Tactics

QUESTIONS?