How beginners should learn Web Analytics III: How to start

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"Every issue" life is always timed, I know ...

Objective】

The new handwritten article is always very popular, and even a friend named me to answer the question. Today, I also think of myself as a novice, talk about my years of learning experience, these years of work experience, these years industry development and change, and, if you want to engage in this industry, how should adapt to this change.

See here for the first chapter of this album, see here for the second article.

Body】

Many friends ask me, I am a novice, can you tell me how to get to the website analysis?

I am actually more afraid of such a problem because it is a bigger problem and everyone's situation is very different.

Novice, there may be several situations.

The first situation: love the Internet, the experience of various websites have a good understanding. However, how to promote the site how the promotion of only a smattering.

The second kind of situation: love the internet, like to understand and think about the profit model of the website, read the book, understand some network marketing methods, but no practice.

The third situation: Network marketing more familiar, but also have experience, just do not know how to use the Web site analysis of the theory and tools to analyze the effect of marketing.

Three cases of learning web analytics, how to get started, there may be a difference. Today, I talk about the first situation, because the first kind of situation is a friend who needs help most. I will give these friends some advice that I think is practical, and some of it is my personal experience.

How to start the first situation

In the first case, there are a lot of friends who have just graduated from college that may be the case. This is some very young students, full of ideals, but also more confused, after all, everyone is so come. These friends are eager from the bottom of their hearts, hoping to find skills as soon as possible, in the market full of competition and uncertainty to find their own side.

In this case, how to start their own careers, involving their own philosophy of life. Yes, I can't say that. Does your philosophy of life conform to the fate of the person without setting a clear goal in advance, or is there a very clear goal and with unwavering determination and will? Neither of these philosophies is right or wrong, but is related to one's character and belief. Because I am the former, so I study the Web analytics, enter this doorway is completely happy-go-am, because I can not choose the way I want to go, like "Forrest Gump," The floating feathers, it will drift to belong to it, but definitely not the place it is prepared to go.

　　

It was the first thing to do when I came to Beijing, and I couldn't immune

After graduating from graduate school, I went straight to Beijing, I did not offer an offer, no relatives or friends, and the employment situation of graduate students is definitely not better than undergraduates. I like a lot of friends, sitting in front of the computer every day, found that with their professional slightly match the company will throw out their resume, and then with disturbed mood waiting for the interview, the interview is more disturbed after the notice. Then I chose the first company to offer to me (not exactly my choice, but the choice). What's more, the company does not have much to do with the Web analytics I'm working on. I was assigned to a company that produced information bulletins, and the daily task was to find information related to a traditional industry from the internet and then sift them up to make a collection of Word documents, not much creative, but I had to do it for nearly a year, Until he became the company's chief E-commerce analyst.

My example is not necessarily a good example, this example is absolutely not suitable for the second generation of rich or secondary graduates. But most of the graduates, like you and I, have a vision and feel that they should do something more creative and worthwhile, but we have to face one of the most critical issues--I need a foothold, I need to feed myself first. Therefore, I do not encourage the graduates of our common families to have too strong a stubborn goal, not to do the industry or to enter the company. After all, from the heart said, Chinese undergraduates or graduate students, in fact, everyone in the school learned how many things in our hearts, in the absence of a truly professional work, we do not say that they have "professional." So, do not limit yourself, first in the city you want to go, or with the industry you want to engage in the industry to find their own opportunity to say.

However, you also have to believe that the fate of life can not be the same, even if you do not have any specific goals to achieve, your life will certainly take you to a place you like, as long as you are willing to persist and optimistic happy. Some friends just start to work and it's easy to get frustrated. But believe me, everyone starts working at a bad time, but, my advice is, even if it is not satisfactory, please take a peaceful attitude to do the work, try to do better than others, and minimize negative emotions and thinking, until Found a new and better chance. I think, any because not liking quickly decided to give up the current work of the decision is immature performance, this is impetuous performance, this society has been very impetuous, if you are not as impetuous as others, you may have greater success.

Said these, everybody will scold me, this is not related to the website analysis. I want--web analytics how to get Started!!!

Don't worry.

The above is to express my innermost feelings of the most real point of view. I can actually cheat everybody, said that everybody graduated quickly to study the website analysis, can make the big money, so i this website analysis "The missionary" can have more followers not? But that's not the way it is. The real point is that if you really want to do web analytics, Web Analytics will automatically find you instead of you looking for her.

What do you mean? Very simple, website analysis of job opportunities, left just graduated college students, frankly, not much. I once said on CWA's microblog that Web analytics is the master of Basic metrics for web analytics, the mastery of tools, analytical thinking, and the business understanding of the Internet. In these four parts, the tool is nothing special, if I recruit, I least value is the tool, if you can learn to use Word, then the basic web analytics tools you will certainly learn well. While analytical thinking is related to school learning, the other part is innate, and frankly I feel that the training in the workplace will not be too much of an impact on this field. The basic metrics of web analytics and the business understanding of the Internet are two barriers for graduates, especially the latter.

　　

Why do you say that? Graduates of the Internet business understanding, often read a lot of news, blogs and books, but because of lack of practice, many things in the heart is still very abstract. But website analysis is not an abstract thing, analysis is based on the network marketing to promote a considerable degree of understanding. Because analysis is ultimately about the effect of a purposeful act and the method of improvement, there is no reliable analysis of this behavior if it is not clearly understood. My most frequently asked question in the interview is: "Please cite the common methods of network marketing promotion, their strengths and weaknesses", the more details of the friend, the more likely to impress the interviewer. The question could be another way of saying, "What is the buying flow?" What is the common method of buying traffic?

Therefore, if the university graduates do not have much to do with network marketing related to the understanding and practice, I think that the Web site analysis can be done just with the analyst to play a handyman, count, also difficult to have a chance to start analysis. If your assessment of yourself is true, and you do have a very strong desire to do web analytics work, then my advice is very clear: do with the site analysis related work, such as directly engaged in network marketing basic work, see how others do, and then follow their master hands-on practice- Even if the job is simply to help their company's website to do the work of adding outside the chain every day. As long as you have the heart, you can figure out why the site wants to do some seemingly "retarded" outside the chain, or why my SEM keywords to write, or why to follow the boss requirements of the bidding rules. These seemingly low-level basic labor, as long as you understand the reasons behind, you will very quickly grasp some of the internet marketing knowledge, but also to the Web analytics career a big step forward. I have said in the previous articles on this topic-you want to become a Web analytics expert, first of all should be network marketing experts, now it seems, never exaggerated.

　　

Website marketing work long, and in this process you are also interested in the site analysis, then you will naturally start to do web analytics (because you have to use the site to analyze and optimize the results), and in this process you will unconsciously have to use the knowledge of web analytics and develop skills in the process. This is the best study, far more than their own build a small blog without traffic, and then install a Google analytics to the reliable, but also far more than their own sit to read the efficiency. The latter two methods are not completely undesirable, it is really a good way to surprise interview, but not to learn the site analysis of a good way. Web Analytics learning is only one way to solve the real problem through practice--with problems, reading with questions, and experimenting with problems until the problem is solved. In this process, you will naturally learn the theory and then digest it.

Therefore, to be able to have just graduated from the university students who are interested in the analysis of the Web site to suggest only one: the heart with the dream of web analytics, do not too demanding their first graduation to find the site analysis of the work, do with the site analysis related to the work, until the site analysis to find you

So, aren't you getting started?

Another word, web analytics related work in addition to network marketing, the site's product design, editing, traffic reporting and so on, but also a strong correlation of work, can be assured to try.

Web analytics not just web analytics

Now, let me talk about what novice friends should understand about the Web analytics. First of all, we have to understand that China and the United States are very different. The biggest difference is professionalism. We know that specialization and the breakdown of the work is inseparable, China is not without professional work, but not so subdivided professional work. Site analysis in the United States is a very fragmented area, just a website analyst, there are many real analysis of the site's job opportunities, and consulting business is also very common. Another point in the United States that is very different from China is that two countries have very different prices for labor. For example, an aunt who cleans your house in the United States has a very high hourly rate, perhaps dozens of times times as much as a Chinese aunt, and a courier's salary. So when we were in the United States, we all sigh that there are people involved in the things, the price is much higher than the domestic, such as to get a haircut, and the machine to do things, the more famous brand is cheaper than the domestic. Therefore, to engage in the web analytics industry in the United States is a decent high-paying industry, both because this work involves a lot of labor, and this job has a strong professional.

But that is not the case in China. China's first professional recognition is different. In China, you really want to professional, but this is not a professional subdivision, but the need to be in a certain field of professional basis with insight, the resources of the professional, because in the Chinese specialization is not enough, this country in addition to the Army does not believe in team culture, Not strong team spirit of the atmosphere must be a real person who has the ability to do anything. So in China profound and extensive to simultaneously, but people's energy is limited, a broad, it will certainly not so profound. A little bit of the difference is that there is no original business model in China, and there is no such thing as jobs, Gates or Zuckerberg doing the best they can. On the other hand, it's hard to find someone who is willing to pay for your expertise. China's recognition of the value of people's labor is significantly lower than the United States, you have spent a great effort to delve into the extremely profound, but the current market for you can not open such a price, so people naturally do not do so profound. Other areas may not be quite so, but especially in the Internet arena. Therefore, the Chinese Internet industry really deep friends are inclined to start their own business or go it alone, because the real understanding of your value is only you, this is true. I didn't start a business or go it alone because I knew I was far from deep.

Said so much, in fact, is only a conclusion, China's Internet professional can not be a field of solitary, there is no real breakdown of the professional.

So, according to the American Way is to play does not turn to China's website analysis, because the Chinese website analysis does not only subdivide to the website analysis. I am faced with the world of work, the so-called web analytics, is actually network marketing analysis and optimization. For the following reasons:

Network Marketing is the main melody of China's internet industry, the website is an important part of network marketing, but not all;

In most websites, the front-end traffic is more important than the back-end conversion, which is not correct, but it is a short time difficult to change the fact;

Website analysis of the results of the final landing in the network marketing effect of Ascension, I said, money is kingly, analysis to analyze, no silver accounted, useless.

So, in China, site analysis is not just a site analysis, it contains the following aspects:

Front-End flow, marketing performance analysis and optimization-in order to increase the flow of the transformation;

Website structure and content optimization-to improve transformation;

Analysis and optimization of chaotic areas such as user, Word-of-mouth and research-to eliminate risk and explore potential opportunities;

Competitor analysis and competition optimization-for the enemy;

Even an analysis of the impact of the entire Internet environment on its own company--to understand the panorama;

Even data mining and predictive analysis--to anticipate the future.

Don't be alarmed, you can learn as much as possible about these areas, but you are sufficient for one or two areas. But you can not ignorantly, think of the second-site structure and content optimization is all, other areas, you may not need profound, but need to have an understanding.

Industry changes in web analytics

It may be a disappointment to some friends, but it doesn't have to be. Web Analytics is being accepted and trusted by the industry, which is an obvious trend. A typical fact is that there are a variety of companies that ask me for web analytics, and almost all friends who have a little experience in web analytics can be quickly dug out by companies. One of the benefits of subdividing the field is that talent is scarce! (so I specialize in doing a CWA recruitment blog to provide relevant information http://www.chinawa.org)

and SEO or SEM and other marketing types of work, website analysis is not need too much "cost" can work, all the capital is your brain. After all, SEO spell to the last play are resources; SEM to rely on money to smash, is high input high output of the profession. Only the analysis of the Web site needs to invest in themselves, and the professional requirements are very high, is a possible "lifelong occupation." From this point of view, joining the Web analytics is actually a career planning, even related to your future lifestyle.

Industry changes herald the future of web analytics, as Internet marketing is already on the eve of a revolutionary change. In the past, network marketing is all about tossing traffic, although today this essence has not changed much, but in the past those simple and rough way has not been so mainstream. The reason is very simple, the flow of the property and the flow of the platform are significantly changed. The characteristic of this change is: the trend of traffic quality differentiation is becoming more and more obvious, the traffic platform is diversified, the flow is more dispersed, the flow path is more complex and the potential path is more powerful. In this trend, extensive network marketing will gradually withdraw from the stage of history, and turn to require more intensive cultivation of small stroke senior two ways.

You know, 5 years ago, people knew little about social marketing, but today almost everyone realizes its importance, but who knows how to operate social marketing?

In the same way, the simple optimization of the past to look at both ends of the ROI, although today is still a lot of the operation of the site, but an early insight into what the middle of the law and optimize the space of the site will be the earliest taste of sweetness. There are more than one website that has the idea of setting up an analysis center and consulted me, although the investment is still prudent, it is far less than it was 3 years ago, as people began to be driven by change in the right direction, albeit passively, but passive change is more of an indication of the trend.

Job Opportunities for web analytics

　　

website Analysis by refined marketing guidelines brought about by the results, is the site analysis of more and more job opportunities. In my experience, the following types of companies need the talent of web analytics.

E-commerce site, large and medium-sized e-commerce sites need to analyze talent, but relatively, small and medium-sized e-commerce sites more play;

Internet service-oriented websites, such as financial services websites, real estate websites, educational websites, etc.

The traditional Enterprise website Operation Department, some time ago Lenovo's emerging market department craves the electronic commerce talented person;

Advertising company's digital department, the gap is relatively large;

Third-party Internet marketing service companies, there are more urgent needs;

Tool providers, the gap is small, but also often recruit;

If you are concerned about the CWA recruitment site, you will find that there are many job opportunities for site analysis. The remuneration package is determined by the company and individual circumstances. At the moment, it is a basic job to see junior analysts not paying too much. General analyst should be 5-10k between monthly salary. The analyst manager must be over 10k, and better analysts should get higher.

Well, wrote a lot of, no longer bandoro, hope to novice friends have inspiration. I am not necessarily all right, the individual situation is very different, but I think life is an important four words, as I said at the very beginning of this article-life is always timed ...

Good luck to us!

Original link: http://www.chinawebanalytics.cn/httpwww-chinawebanalytics-cnhow-to-learn-web-analytics-for-newbies-iii/