Recruiting someone can be daunting task, recruiting a web analyst is even a harder task since the position holds great importance in any type of company. To make it worse the recruiter usually has no idea what a web analyst truly does.

This post is about showing you the most important questions you should ask a web analyst to be able to evaluate their competence level. The questions are based on my own experience as a web analyst but also what other people within the field say.

If you are a web analyst you really have to think hard about these questions and how you have solved them so far. Try to be as honest as possible and if you have problems answering them don’t worry most web analyst work in silos but that does not mean you cannot explore new fields. The importance is that you have the passion to learn.

And now the questions:

Q1. How has your analytics insight contributed to the company?

You are looking for someone who can explain that the value of numbers not by report producing but rather explaining user behavior that then can be capitalized into a dollar value or another conversion metric. Many web analysts get stuck in the reporting mode, pulling a lot of reports on request. The problem is that the reports are just reports, they don’t help the company to develop their business.

A big bonus is if the web analyst has worked with AB testing by using the web analytics knowledge. Showing this skill will tell you that the analytics knowledge is truly being used in the business development process, which requires both insight in the business model and a good analytical skill.


Q2. What type of tools do you consider needing to make the best analysis?

This is not a task on counting the tools but rather get a sense if the person understands the complexity of doing good analysis. You will always need multiple tools to make that cutting edge analysis that will take you to the next level.


Q3. What has been the major obstacles in your web analytics role?

This is a rather interesting question since you will get many different answers depending on the type of organization the person has worked in. A big organization has its own demons while a smaller one has others. There is no “correct” answer for this question but it will rather point you towards the awareness factor. Awareness of the obstacles people can face and how they might have overcome them.


Q4. How do you convey your analytics insight?

Second in importance after being able to analyze the numbers correctly is to be able to convey the message to the appropriate stake holders. Remember that web analytics is not reporting it is making the numbers alive and ultimately making a difference in the bottom line of a company. Doing this involves cooperation with several different stakeholders. Being able to explain user behavior in an easy and intriguing way is almost a must.


Q5. In an ideal world how should web analytics be used?

The aim with this question is to show the analytical mind of the person and ultimately see how the person understands the development of analytics. It is not a must but a person that follows the industry knows where the market is heading, which is more and more data on all levels. This data is being used in driving business change. This question can also be a nice topic for the most common question of them all, how do you think you can help this company?


That’s my top 5. Of course you should combine these questions with other but on the web analytics field these are the most important ones. You will of course get spin off questions on the answers so asking these will keep your conversation going on for a good 30 minutes at least.

If you have any other questions you might think of please do not hesitate to comment. I love comments. They are rare but I love them.




One response

  1. Don’t forget the question:
    “Considering everything that you have told me and how confident you are in your work and how much we are prepared to invest in Internet marketing; I guess you don’t have any objections that we connect your salary to the results of your work in such way that we give you 20% as fixed salary and 80% as commission based on the contributions that you provide to our overall sales from our internet activities?” 🙂

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