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!
- 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.
“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.