The development of tools (from freely available Google analytics to the wide range of professional tools) has been rapid. The tools may have evolved but what is becoming very apparent is the need for skilled analysts to make sense of the results. Developments have also introduced deeper and deeper levels of sophistication and capability however only those who take a serious interest in these tools will have the capability to use them to full effect. Great analysts need technical skills but also the ability to measure and present only those indicators that are valid and in support of the organisations objectives – effective communication skills are demanded at the higher levels of salary.
The graph shows a fairly flat level of salaries between £36k and £46k and it will be interesting to see where this peak settles over the next few months.
(DATA GATHERED DEC. 2011)