As a graduating senior entering my final semester at Temple, I wanted to try something different. With digital marketing, communications, community engagement, and public relations internships in the past, I was looking to find advertising agency experience. When searching and applying for jobs, one position that kept coming up was an Analytics Intern. Having little prior reporting and analytics experience, I decided to explore this part of the industry by becoming a Media Analytics Intern at LevLane. I couldn’t be more grateful for this experience because I have learned so much.
In a growing digital world, data and analytics are the future of the industry. Having the ability to measure how your client’s audience engages with their company, brand, and advertising is extremely valuable for marketers and advertisers today. Advanced technology allows advertisers to track a user’s journey on a client’s website from the initial click, to the duration of the visit, to even a visible heat-map of activity. All of these features contribute to the reporting process making it more detailed, customizable, and fun.
As an aspiring research, media, or account advertising professional, there are 3 ways you can make analytics your secret weapon in order to stand out during the recruiting process and land that first job.
#1) Make Google Analytics your best friend.
Google Analytics can either be your best friend or your worst enemy. There are many different versions and it’s constantly updating. Although it can be challenging to work, understanding Google Analytics is a top skill for advertising agency positions. You can get ahead of the confusion now by taking the Google Academy, Google Analytics Courses and get Google Analytics Certified. There are also courses on other Google Marketing Platforms like Google Data Studio and Google Tag Manager that will set you apart from other candidates.
#2) Don’t be afraid to learn new programs and technology.
Everyday it feels like there’s a new update, version, and platform. It can be intimidating to learn new technology that you’re not used to almost like trying to ride a bike for the first time in a while. It feels awkward and uncomfortable. However, knowing how to work new technology is a huge asset to an agency. Research industry trends and find out what the newest features/programs are. Use this information in an interview or internship to explain how this technology could benefit the department. It will make you a very valuable asset to the team.
#3) Keep up-to-date on current events and both national and international news.
Showing the results and data is only half of the battle. These numbers have little importance without telling a story. Knowing what’s going on in your audience’s world helps you better understand their behaviors. The true tell of a good vs a great analytics manager is their ability to present actionable insights to clients with real world reasons and examples.
With the pandemic forcing people to work from home, advertisers have to meet their audiences where they are, on their phones, computers, tablets, etc. An understanding of analytics tools is required for agencies in 2021 to stay competitive in the industry and serve the growing demand for digital spaces.