Shortage of web analyst hindering UK businesses

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Shortage of web analyst hindering UK businesses

Kayleigh Bateman

A shortage in web analysts is hindering UK businesses that want to expand e-commerce departments and offer a faster web experience, according to recruiting firm Uniting Ambition.

Figures from the Office for National Statistics found 95% of UK businesses have broadband internet and 82% have a website. According to its report the next 12 months will see half of UK businesses expand their e-commerce departments, meaning web analysts will be in further demand.

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“Businesses have been faced with an IT and ecommerce skill shortage for a while, specifically when it comes to finding specialist web analysts," said Lisa Holmes, director at recruitment company Uniting Ambition.

“There are a lot of people out there that are Google Analytics and Tealeaf qualified; but a lot of the time, this isn’t enough. Businesses are desperate for specialists with great mathematical skills, strong business acumen and a real understanding of their customer.”

Web analysts are trained to analyse customers’ journeys and behaviours, and decipher new ways to improve online services.

“It’s our responsibility to tackle the IT and ecommerce skill shortage on behalf of our customers and offer advice," said Holmes. "Specialist Web Analysts are like gold dust, and they’re not just going to turn up out of the blue; we have to be more creative when searching for talented analytical talent.

“We are targeting digital marketing experts with broader experience; all of which have a strong knowledge and are qualified to analyse web data. Due to the demand for specialist web analytics and the growth opportunities surrounding it, we’ve found that a lot of digital marketers will consider taking that next step into a more analytical role, and enjoy that ‘specialist’ title.”

According to United Ambition SEO, PPC and digital marketing experts have knowledge of web analytics and therefore businesses should consider investing in their current staff instead of searching for ‘rare specialists’.

Holmes concluded: “The one-dimensional recruitment techniques are not viable for growing businesses. It’s time to tackle skill shortages in another way, and invest in ‘potential’ rather than wasting time looking for rare specialists.”

In further news, last week QA Apprenticeships was awarded a Tech Industry Gold accreditation for its suite of IT and technology apprenticeships across IT systems and networking, software and web development and data and business IT.

Helen West, head of skills development for e-skills UK, said: “The awarding of Tech Industry Gold accreditation to an apprenticeships provider shows that their services satisfy the needs of the UK’s future IT workforce.

“QA Apprenticeships is the first to achieve the new standard, as their programmes show clear attention and responsiveness to the requirements of the UK’s hiring IT employers.”

Ben Pike, director of QA Apprenticeships, said: “We are absolutely delighted to be the first to achieve the accreditation of Tech Industry Gold.

“The fact that Tech Industry Gold standards are set by the industry means that prospective apprentices can be confident that what they are learning is what’s required in the workplace, and their employers can be assured that their new recruits will contribute quickly. The additional support also offers apprentices in smaller organisations the chance to develop wider industry awareness that will stand them in good stead in future careers.”


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