Analytics is a technology that over the recent years has become more of a prevalent need in marketing, media and advertising.
It’s common sense that the better you can measure your results, the better you can tune in to your performance and produce the results that you’re committed to.
Many of our agency clients have been able to bolster their client roster by demonstrating how they produce results through data and analytics.
THE IMPORTANCE OF ANALYTICS
The number one most sought after position in the country right now is for data scientists.
People who can understand and deal with data are becoming more and more sought after.
Data gives us a true insight into the facts of whatever situation we’re dealing with.
Nothing is better than the facts, so that you can find out where you are and work out a plan to get to where you want to go.
Marketing analytics positions are becoming more and more prevalent both at agencies and in-house in marketing departments.
Having strong marketing analytics people to help with strategy and to digest results after campaigns goes a very long way.
This can go far in moving your marketing, advertising, or media strategy and your results to the next level.
ADDING AN ANALYST TO YOUR TEAM
If you’re looking to add a marketing analytics team member to your team, one key place to start is going to be with a solid job description.
You want a job description that clearly spells out what you need so that you are able to attract the right kind of talent.
Often times companies don’t put enough effort into a job description.
This can lead to having qualified candidates pass up applying for your role thinking that they aren’t a right fit for the position.
A good job description will also lead people to share with others they know might be a good fit.
So bottom line is that the job description is critical to attract and hire the right talent for your team, regardless of what the position is.
Particularly with a marketing analytics role, it’s very important to be specific about certain things.
There are a variety of technologies and skills that you may need and some that you may not need.
You want to make sure that you’re very clear about these things so that you bring on the right person.
HAVING A GOOD JOB TITLE
Starting off with the job title is going to be critical.
You want to make sure that the title of the position represents the role so that it fits into your company hierarchy.
The title that you use to advertise the position should be similar to whatever it’s going to be inside your internal hierarchy.
You can sometimes get creative with positions so that it attracts the right people.
Marketing analytics can run across a lot of different types of folks.
For this reason, you want to make sure you hone in on the actual skills you need.
We always recommend that our clients write the job description first and get very clear about what the role and what the requirements are.
You can then decide what the title is going to be based off of what the job description is.
THE FRAMEWORK OF THE JOB DESCRIPTION
You want the description to start off with an intro about your company and your company culture.
The description should end with information about your benefits and compensation structure, or anything along those lines.
The meat of the job description is going to be the actual position description as well as the requirements.
The requirements for the position or the description can go in either order.
I tend to have the requirements first and then the description of the position, but you can’t go wrong either way.
The important thing is that your description of the position is actually spelled out with what the role is going to be doing on a day-to-day basis.
Again, we recommend not having these be too long, as you don’t want any job description to be too long.
WRITING THE REQUIREMENTS OF THE ROLE
10 to 15 bullet points maximum should describe what the position will be doing on a day-to-day basis.
Bullet points should include:
- the kinds of teams this person will be interacting with
- how they will be managing people
- the types of technology they will be interacting with
- whether they will be presenting to clients or not
- the types of projects or campaigns they’ll be working on
- the types of clients they will be working with.
The more detailed you can get about the description, the more it will give potential candidates good insight into what the role will look like.
DEFINING TECHNOLOGY QUALIFICATIONS FOR THE ROLE
When you get into the qualifications section, this is were things certainly need to be detailed.
As mentioned earlier, with analytics roles, there are lot of different levels and depths of technology that you may or may not need.
The last thing you want is to have your position seem like it’s more technical than it actually is.
This could have you lose people that may be good for your role because they think that they’re not technical enough – or vice a versa.
It’s important that you sit down with your team and get very clear about what types of technologies and what depth of technology is required.
Be sure to make a distinction between your must-haves and what would just be nice for you to have.
Make sure this is all spelled out clearly in the job description so that there’s no confusion.
You want to get clear about any particular kinds of technologies that your clients might be interested in or that you may even want to grow into.
Keep in mind when budgeting for a marketing analytics position that the more technical the position is, the higher the salary expectation in the market is going to be.
Make sure that you are budgeting appropriately for the level of technical expertise you’re looking for.
Marketing analytics positions are a mix of technical expertise as well as marketing understanding and strategic expertise.
The blend of these two disciplines is more challenging to find than one or the other on their own.
ATTRACTING THE RIGHT PEOPLE
As with all job descriptions, make sure that after you’ve talked about salary, benefits, culture, etc., you also tell why it’s great to work with you.
You want to really have the job description be your chance to sell the opportunity of the job and your company.
This doesn’t have to be a lot as you don’t want your description to be too long.
You want to make sure that you’re taking time to spell out the reasons that someone would want to work for you.
There might be something to say about your culture or the types of clients you work with.
This could be something about the ability to grow in the role and the potential to move up in the ranks.
You could also include any other perks that your company has that are unique in the marketplace.
There might be something unique about the products or services that you offer that differentiate you from your competition.
Marketing analytics is becoming a massively sought after type of position in a variety of companies across the country and the world.
You have to make sure that you have a description that will give you a fighting chance in attracting the right talent and fast.
You must be thoughtful and thorough about writing this job description as well as any others that you’ll be adding to your team.
Taking these measures will save time and effort in hiring the right person.
We all know that hiring the right people as soon as you can makes the biggest difference in having your organization be successful.
Here are some great potential interview questions when looking for that analyst! https://bit.ly/2Qo46UP
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