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Web analysts are responsible for creating data entry procedures, managing data integrity, system security, and data analysis. They work closely with website development teams to improve data collection and provide accurate reporting to senior management for effective decision-making.
A web analyst has four main areas of responsibility: creating data entry procedures, managing data integrity, system security and data analysis. A web analyst is skilled in the user interface and database structure behind a website. Web analytics is a newly developed field that has emerged to meet a growing need. As more companies invest significant financial and personnel resources in the development of websites and related tools, analysis is needed to determine the cost/benefit, optimal use, and effectiveness of these tools.
Information maintained by a web analyst is used to analyze costs and make decisions about technology trends, staffing, and equipment purchases. The information must be accurate and reliable. There is a wide variety of analysis tools available on the market for this type of work. It is not uncommon for the web analyst to work closely with the website development team, creating new reports and methods to improve data collection.
Data entry procedures are the rules and steps followed by website developers when creating website applications. These procedures are used to manage the allocation of hardware resources, reduce the risk of malicious programs entering the system, and ensure consistent use of terms to improve the overall usability of the website. It is the responsibility of the web analyst to manage the creation and maintenance of these rules, which determine the overall quality of the data and have a direct impact on the usability and reliability of any analytical report.
Data integrity is an important function that is managed with a combination of business system and process rules. Business process rules define what information is logged and how. Source documentation for data entry must be defined and used consistently by all site developers. Background computer systems can be programmed to ensure that all accepted data input meets specific requirements. For example, many sites only accept certain types of characters and don’t allow any combinations that could be programming code.
While physical security is usually the responsibility of the information technology team, the web analyst is responsible for reviewing the procedures in place to control who has access and exactly what roles they can perform. Many website databases and applications have audit trails to track user activity on the website.
The last responsibility of the web analyst is the review of reports generated by the system. They are responsible for providing accurate and comprehensive reporting to senior management on costs, activities, site visitor demographics, and other information. This is a critical function for effective decision-making for the site and the business in general.
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