What does an Analytics Manager do?
An analytics manager is responsible for the configuration, design, implementation, and support of the data analysis solution or business intelligence tool. Analytics is a subarea of statistics and is a growing area within the information technology industry. This type of software is used specifically to analyze huge quantities of information gathered through transactional activity.
In order to become an analytics manager, a post-secondary education in math, statistics, business, or a related field is required. The core requirements of this position make information technology skills very important, as this role works with complex software programs. Many firms require candidates to have extensive experience in data analysis or statistical analysis. The analytics manager must be able to provide guidance and direction to business analysts, while explaining the process and results to senior management.
Configuration of the analytics tool is an essential part of this role. The analytics manager must have a firm understanding of the data set, the types of queries that need to be run, and structure the data tables to optimize system performance. There are different analytics tools available, and selecting the appropriate tool requires a disciplined, focused approach.
Designing the system architecture involves a combination of information technology skills, statistical training, and a firm understanding of relational databases. Programming logic varies, based on the different software products, but is quite similar at a core level. This type of work is often completed in collaboration with a project manager who has expertise in implementation and system design.
The time line for the implementation of this type of software varies and is dependent upon the software selected, the software and technology currently in place, and the overall scope of the project. Many firms contract an outside information technology service provider to complete the majority of the tasks associated with this type of project. The analytics manager works as the project manager, coordinating activity and ensuring that all aspects of the project are completed in a timely manner.
The analytics manager must receive training in the use and design of the software, as he or she will become the on-site subject matter expert. This type of training can be provided at the client's location, or as part of a larger training session. The ability to absorb, retain, and apply this training is essential in this job. Staff will be relying upon the manager to provide the guidance and information necessary to use the tool effectively.
@miriam98 - Yeah, I interviewed for a position once that sounds very similar to a marketing analytics manager.
It was called a search engine optimization specialist. This person is responsible for constantly tweaking and updating a client’s web page so that it continues to rank high in the search engine results listings.
It’s not an easy job, because the search engine algorithms can change in a moment’s notice. You also have to conduct marketing campaigns on the Internet as well, continually evaluate the results of your campaign and keep tweaking it until it is very successful.
In other words, there is more marketing than IT in this position, from what I understood. I think that marketing analytics is the same way. The purpose of the numbers is to propel the company forward, so a marketing type with math skills would be preferred over someone who was simply a guru with software.
I think that just about everyone can use software tools of one kind or another, but not everyone is good at math or statistical analysis. This is what separates the real analytics managers from those who simply know how to punch a few buttons on a software program.
A web analytics manager, for example, would probably be more than a webmaster in my opinion. He would have to look at all the site’s statistics, slice and dice the data, and use that information however the company saw fit. I would assume that information would be used for marketing purposes, for example.
Personally, I am quite savvy with many software applications – including business intelligence software – but have limited patience for math. Stream of numbers on paper or in a spreadsheet just meld together in a blur. I don’t think that I would make a good analytics manager.
I worked at a company where I received three day, on-site training in Cognos Business Intelligence software. Cognos is one of many software products in the business intelligence sphere.
Anyway, I attended the training along with four other employees and the marketing analytics manager. This was the guy who was responsible for translating the company’s marketing information needs into queries and reports that he could pull out of Cognos.
The manager didn’t just serve in that capacity; I believe that he also worked as a business analyst too, but they made him the point man for the business intelligence software. In short order, he became an expert.
Soon, he was pulling all sorts of reports, two and three dimensional representations of the data, graphs and sales projections out of that tool. We produced subsets of the data on demand, but the manager always saw the bigger picture.
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