From Marketing to Analytics: It’s All About the User

by | May 3, 2019

After working in a general marketing role for a 1 year at Friday Media Group, I decided to transition into a more specialised role within the analytics team.

The move was a natural progression of my career as a marketer; I’ve always been focused on making things more efficient and better for the end user, and within my new role I will be able to provide value in both these aspects on a greater scale.

On the marketing team, my remit was predominantly email and social media, with a large interest in MarkOps and automation. I had the opportunity to create some exciting projects which required a solid understanding of data analysis and optimising campaigns to increase returns. I undertook many courses covering UX, CRO and digital analytics to boost my knowledge and make my projects better. The more I learnt, the more interested I became in moving into this area of expertise, so I decided to explore it a bit more. When an opening came up, I decided to jump into it.


What does the new role involve?

My role as a digital product analyst, the following will make up the bulk of my duties:

  • Performing analysis on the company’s digital products, mainly ecommerce and marketplaces sites +  apps.
  • Heuristic assessments, UX analytics and recommending developments to improve the customer/user experience.
  • Collaborating with internal stakeholders to spec tagging for new digital products.
  • Supporting product & marketing teams with ad hoc reporting.
  • Conversion Rate Optimisation.


What I’ve learnt so far

I’ve only been on the new team for two weeks so there’s still plenty more to learn, but since moving I have undertaken the Google Analytics for Power Users certification. It focuses on ecommerce analytics which, as it turned out, was perfect timing because my first project is an analysis of an ecommerce feed which has optimisation opportunities. I have mainly been getting to grips with some of the new tools & technologies I will need to be familiar with, such as SQL and creating personal processes to make my analysis’ faster, more accurate and efficient.

As I ease into the new role, I will be learning as much as possible to upskill myself inline with the demands of the position. I am also looking forward to sharing my learnings with my team members and colleagues along the way.


How will my marketing background affect my performance as an analyst?

My marketing work was focused on providing value to the end user through various channels and as an analyst, my end goal is still the same, albeit with a different approach.

Being on the ‘front-lines’ gave me an insight into how users interact with our brands which will pay dividends when it comes to forming testing hypothesis’ and recommending product improvements.

It opened my eyes to the importance of creating systems and campaigns which put the user first. I made sure that personalisation was high on the agenda, which I believe plays a key part in providing a top level customer experience, and seeing first-hand the profound impact it has on conversions is something I will keep in the front of my mind when making product recommendations.


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