Marketing Manager To Web Marketer: Next Step, BI Analyst?

Marketing managers have been around since we can remember. But Web Marketers and Web Analysts - these are relatively new job titles.

Taking the boom in the digital economy into consideration, as well as the absolutely mandatory online presence of companies today, these types of careers have literally exploded. Companies that most associate turnover with performance on the web need particular insights - either by creating an internal position dedicated to community management, for example, and/or to web marketing in general - or by hiring a new generation web agency whose services range from "general advice", "website creation and management"...and in some cases, "performance analysis and measurement of web marketing activities".

Today, this eldorado attracts mostly marketing types, to meet the general advice, website management and marketing campaign aspects.

Today, our team has noticed some very signification changes: their jobs are already changing. Evolving from general Marketing Managers into Web Marketing, Web Marketers are now turning into analysts oriented towards figures, trends, performance ratios, forecasts and even data mining. They need to be able to mix data from multiple data sources, transform it, know how to use it and communicate it quickly and accurately in a format the their audience understands...Business Intelligence is increasingly becoming part of their daily tasks, to the demand of their clients who are already using this technology across a variety of different areas such as sales, finance, purchasing and more.

Our mini field survey conducted using data from our Web Marketing contacts tells us the following: there are still very few, only 10% of Web Marketers who dedicate time for extensive quantitative analysis (and by "extensive" I mean producing some kind of actual report, other than a screenshot from Google Analytics). Because numbers usually lead to questions, Web Marketers are transforming more and more into proactive data analysts, by preparing reports which are then relayed to clients.

I dream about the opposite - a ratio where 90% of Web Marketers prefer to perform real deep quantitative analysis, and our product Bime is the perfect medium between the analyst and the client. The phrase "the proof is in the pudding" seems quite fitting here, where the use of BI tools by Web Marketers is justified by the importance of leveraging turnover.

There is still a way to go, in France at least, for these analytical practices to become widespread in agencies, but the needs of clients warrant this type of analysis now.

Should we then, recruit data analysts who don't necessarily have a strong marketing background, OR equip ourselves with a BI solution? Both, in my opinion.

What do you think? We are interested to hear your take.

Rachel