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This content is taken from the UNESCO UNITWIN Complex Systems Digital Campus's online course, Introduction to Data Science with Google Analytics: Bridging Business and Technical Experts. Join the course to learn more.
image of a bridge with a sign reading 'technical experts' on the left and 'organisation experts' on the right.

Google Analytics for the bridge person

This step considers how this brief interactive experience with Google Analytics might help you get an interview for that first job or, if you have a job, enable you to act as a bridge person?

On this course you have learned that Google Analytics can create tracking code that can be added to any website. The first questions to ask non-technical people in your organisation include:

  • does this organisation have a website?
  • is the website important to the business?
  • how do you know if people use the website in the ways you want?
  • does the website use Google Analytics or equivalent?
  • who understands the way data are generated and used?
  • are promotion campaigns designed around the data that can be collected?

Of course, some organisations have excellent web analytics, and you won’t get promoted for telling your boss what they already know! However you could explain that you are interested in data science and bridging the business and the technical. Who knows where that may lead?

Many organisations are very good on both the technical side and the business side, but the two are not joined up well. This is your opportunity to act as a bridge person. In an organisation like this opportunities are often lost because the ‘creative’ people do not know what data can be collected.

As an example, an advertising campaign may involve a web presence, TV, radio, billboards, and magazine advertising. Web analytics can enable public engagement to be monitored in real time. As a bridge person you may be given access to the realtime data streams and you may spot trends that the campaign is being successful or otherwise. This provides invaluable input for the business and may change the campaign.

Excitingly, as a bridge person, you may be able to help design the campaign. In some organisations the people who create campaigns don’t know the potential of data science. You may be able to suggest ways to adapt the web elements so that they produce more useful data. In this way you may be able to increase the creative aspects of the campaign and make it easier to quantify its success.

Having studied this course you have taken a first step in Data Science and Google Analytics. Of course, after just four hours study you have just scratched the surface. Even so, by now you will know if data science and becoming a bridge person remain interesting and the right career path for you. If so the next step suggests where you can go to take your next steps in data science.

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This article is from the free online course:

Introduction to Data Science with Google Analytics: Bridging Business and Technical Experts

UNESCO UNITWIN Complex Systems Digital Campus