Chapter 13. The Web Analytics Career

Of all the careers you could embark upon, perhaps none is quite as future proof as a career in web analytics. Most channels are data-starved, but the Web is not. In fact, at the core of any success on the Web is data. And guess who's at the center of all that data? An analysis ninja!

I believe the Web will evolve, that everything about online marketing and customer experience will evolve, and that we cannot predict what will be possible. To power all that evolution we will need smart people who can make sense of all the complex data.

This chapter shares my advice on what it takes to develop a career in analytics, the choices available, and how to identify optimal people for this dynamic field.

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