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A data analyst can

By Carsten Bjerregaard, Marketingcapacity.dk (Link to the article. Copying/publishing without agreement is not allowed) 

A data analyst can create value by gathering and visualizing data on e.g. customer transactions, product sales and social media interaction. This can provide an overview of your marketing metrics. In addition, a good data analyst has the tools to look at data with an unbiased eye to find correlations. This could be examining how sales are affected by your campaigns. Or spotting factors that drive churn. Ideally, the data analyst can strengthen your decisions by being able to predict with a certain probability what will happen as a consequence of possible activities. The data analyst is typically strong in statistics, data science and, of course, analytics.

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What is a data analyst?

A data analyst creates knowledge from data. In a marketing context, with the aim of providing decision-makers with a better basis for implementing the company's strategy through sales and marketing.

What is data analytics?

The data analyst:
  • Collects data
  • Organizing data
  • Interprets data
  • Communicates data
Data collectionData analysts collect, sort and study different sets of information sets. Obviously, this will be response in different touchpoints, sales figures, visitor numbers, NPS figures and other information.OrganizationThen the data analyst will work to regulate, normalize and calibrate the raw data. Because this is necessary to be able to use it on its own or in combination with other data. For this work, the data analyst uses various software solutions.InterpretationThe big value creation is, of course, in the interpretation. That is, when the data analyst builds a bridge from data and information to knowledge. For example, by finding a correlation between campaigns and sales. Or between NPS and churn. Or it could be comparing last year's figures with this year's figures and trying to find explanations for why any differences have occurred. Or it could be comparing different departments, divisions or even countries. Or it could be seeing how different types of social media posts generate different levels of engagement. Or... A good data analyst has the ability to be both precise in detail and able to hypothesize and test hypotheses on a macro level.DisseminationFinally, the data analyst must be able to communicate their results and interpretations to the right people. That is, in the form of notes, reports, etc. The data analyst will also typically be a key competence when establishing or expanding a business intelligence system.

What else is a data analyst called?

Data analyst is an actual degree program, so there's pretty much a consensus on what to call that function. However, you may come across the terms specialist, data scientist, data scientist or others.

How does the data analyst create value?

Value is knowledge that can drive business results. In all fields, and especially in marketing, it's human nature to look for connections. No matter how much data we have at our disposal.Without data, the risk of mislearning is high. We see correlations that either aren't there or are due to coincidence. It's these errors, which have had a huge cost over time, that a skilled data analyst can help minimize.In old data, it was said that 50% of a marketing budget was wasted. You just didn't know which half. It's this uncertainty that the data analyst can address.

What types of data analysts are there?

The data analytics profession itself is fairly well-defined. But when it comes to additional skills and competencies, data analysts can differ greatly. This can be in relation to:
  • Geek vs. generalist
  • Accuracy
  • System understanding
  • Business understanding
  • Collaboration skills
Educationally, most data analysts are university educated. Either at bachelor's or master's level, sometimes with a PhD on top. This can be within:
  • Statistics
  • Computer science
  • Business administration
There are several ways in, but a sharp understanding of statistics, causality, data sets, hypotheses, confidence intervals, distributions, etc. is necessary. Among other things, to avoid the risk of mislearning.

What does a data analyst need to know?

In addition to the professional skills mentioned above, it is an advantage if the data analyst is also skilled in areas such as these:
  • This requires intuition and experience. Some experienced data analysts can almost 'smell' when there are errors in the data and logically deduce the source
  • IT knowledge. At least at a level where the data analyst is familiar with the tools needed
  • Collaboration Although there is a large element of geekiness in data analysis, data often comes from different sources that others are responsible for. This is one of the reasons why a good data analyst has a knack for negotiating and, to a certain extent, selling, which is why it's a good idea to pull data out
  • Creativity and strategic flair. Not all business people and decision-makers are strong in data and statistics. So it can be difficult for them to understand the opportunities and limitations, just as it can be a challenge to articulate their wishes precisely. Therefore, it's an advantage if the data analyst is self-driven and can get by with less-than-perfect briefings

Why a freelance data analyst?

There are many reasons why many companies - even larger ones - are working more with freelancers:
  • You only pay for the competence during the periods when the need is greatest
  • Freelancers are usually cheaper to run than agencies
  • Many of the most talented people only WANT to work freelance

How do you find a good freelance data analyst?

You are welcome to contact Marketingcapacity.dk for several reasons:
  • We have placed many talented data analysts
  • Our clients - including a number of C25 companies - praise our recruitment process for being quick and easy - and our freelancers for being skilled
  • If you save 30-50% compared to what it would cost to buy the same service from an agency, you get more marketing for your business
Contact us if you need a skilled freelance data analyst.View Data Analyst profiles