What does “Tech Savvy” mean?

What does “Tech Savvy” mean?

In the Web analytics course I just finished instructing at the University of Toronto, when covering what skills and capabilities a Web analyst needs, I said that a Web analyst doesn’t have to be a Web programmer, just be “tech savvy”. One student asked, “What does tech savvy mean?” Very good question!

I used JavaScript page-tagging as an illustrative situation. “Tech savvy” doesn’t mean that a Web analyst has to be able to program JavaScript. “Tech savvy” about tagging means being able to:

  • Define tagging requirements, such as needing to track clicks, hovers or exit links to accomplish a measurement goal.
  • Identify when extra tagging is needed and when it isn’t.
  • Check that tagging is implemented correctly. i.e. check the syntax of the tag, based on comparison with a proper tag syntax.
  • Check that tagging actually is working as designed.
  • Know when and where to get deeper technical help.

But they shouldn’t have to know how to construct a tag from scratch or understand what every element of the JavaScript tag means. They’re an “operator” focused on outcomes, not a “developer”.

“Operating” means knowing which tag is needed to accomplish the job, being able to direct a cut & paste effort, and make the appropriate customizations to sections of the tag. Understand the implications of changing what you change, and always check that the outcome you expected actually occured.


[For more on this topic, read our tip Analyst skills for effective Web analytics.]

June Li


By |2018-07-25T12:54:38-04:00September 26th, 2006|4 Comments


  1. Heratrix March 12, 2009 at 5:42 pm - Reply

    Umm… since I´m not English nor Web Analyst, I still have no idea what does that Tech Savvy mean 😀
    Someone can tell me on heratrix@gmail.com?

  2. June Li March 12, 2009 at 6:31 pm - Reply

    No problem, Heratrix. In the context of web analytics, it means that the person is technical enough to ask questions and notice when things are not working as planned but not a programmer.

    Thanks for asking.

  3. Directory June 23, 2009 at 3:00 pm - Reply

    Nice post now i understand what tech savvy actually means.. thanks 🙂

  4. Toronto Marketing Company June 26, 2010 at 2:06 am - Reply

    I didn’t know about tech savvy yet but after reading this post I know the actual meaning of tech savvy. This blog is very informative and useful for me.
    Thanks for this post

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