effective presentation skills are imperative for web analysts

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March 3, 2014 By Paul Koks Leave a Comment

Top 10 Skills of a Great Web Analyst

Why don’t they act on the outcomes of this A/B experiment? How can I bring more meaning to the data? What presentation form will work the best?

Those questions can’t be answered with one single answer. Every situation is different and that’s the beauty of working in this amazing web analytics field.

Working as a Web Analyst is never easy, but always challenging!

The rise of data driven marketing asks for highly skilled Web Analysts. Are you ready to grow? Great, let’s dive into 10 skills to cultivate on your Analytics path!

1. Business Acumen

Always start with a question or “business problem”. It’s literally a waste of time to dive into any Web Analytics tool with no prior goal setting.

Your data analysis becomes much more effective if you know what you are solving for. Ask different people a lot of questions if you are not sure where to start.

Watch this video to get a better understanding of “Business Acumen”:

2. Problem Solving Skills

A great Web Analyst is highly analytical and knows how to solve difficult business questions.

This is one of the most important skills to develop further. Be prepared to get many questions from your colleagues, clients, bosses and all the other persons you are dealing with.

Train yourself in deriving insights from data and how to present them in a logical and convincing way. And boost your Web Analytics career .

3. Data Visualization Skills

A picture tells more than 1.000 words. In most cases a picture tells more than numbers as well. Make sure you learn how to present data in a meaningful way. Know your audience and match a strategy that fits.

Learn more about data visualization in Google Data Studio .

And take your time to watch “The beauty of data visualization” movie:

4. Understanding of Traffic Drivers

Maybe it should not be called a skill, but crucially important for sure.

Not too long ago I had a job interview with a starter willing to become a Web Analyst. Unfortunately this person didn’t even know the basics of SEO, Affiliate Marketing and SEA.

How can you analyze and optimize traffic channels without knowing how they work?

You don’t have to be an expert in every field. However, knowing the basics of all online marketing disciplines makes you much more valuable. Devote a few hours per week to enhance your online marketing skill set.

Market Motive’s internet marketing courses might be a great place to start!

5. Adaptation Skills

Learn to work with more than one tool so that you can easily adapt to any situation you might get into. It’s true that Google Analytics is very popular, but knowing how to work with Adobe Sitecatalyst, Sitestat or any other Web Analytics tool is valuable.

Expand your experience to qualitative analytics , usability and competitive analysis tools and you will do great!

6. Strong Communication Skills

You need the ability to interpret complex or technical concepts to a wide range of audiences:

• Find a problem to solve
• Dig through the data and derive great insights
• Choose the best way to present the data
• Convey your message to the audience
• Get things changed!

From experience I know that many Web Analysts need to work on this skill. You get better by doing it!

7. Political Skills

You might work as a self-employed consultant or as a Web Analyst within a company. In both cases political challenges are closer than you might think.

Learn how a company is structured and who makes the final decisions. Your job is at stake if you give many advices and nothing get implemented. Convince others based on true data and insights.

And make sure to overrule the  HIPPO’s on your path! For those who don’t know: HIPPO stands for “ Highest Paid Person’s Opinion “.

Watch Avinash talk about how to “kill” the HIPPO’s opinion:

8. Technical Skills

It is not your task to code everything on the website. A technical background is not a requirement in most cases. However, it makes your job a lot easier!

You need to communicate to different departments. If you “talk” the language of the technical department, it is definitely a great help.

Equip yourself with basic HTML and JavaScript skills and get a raise! :-)

9. Patience

Patience, it’s really a skill! Be honest, how many of you feel uncomfortable in a waiting line?

A Web Analyst is known to be a fast thinker. Much faster than most people he works with.

Be prepared to step back and help others take the same road. It’s not a race. You will blew it if you are running too fast and nobody can keep up with you!

10. Autodidactic Learning

Last but not least, become a selfstarter. Web Analysts need to keep on learning. Read books, attend seminars and webinars. Build a website!

There are people out there who can teach you new skills. But, there is more. “Learning on your own” is a must on your path to greatness!

What web analytics skills would you like to see in this list? I really like to hear your opinion!

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• the best web analytics presentation

How to Make The Best Web Analytics Presentation for Your Bosses

So you've got to make a   web analytics presentation  for  your bosses (no pressure!). For many   digital marketing   professionals or junior analysts, this can feel like a daunting task. How do you display and communicate the information? Which information do you include or leave out? How do you make it interesting?

First things first, make sure you've got the best possible tool to create your report. By using a web reporting automated tool like DashThis , you won't have to create your report from scratch every month and will have a good-looking, clear report to show off. 

Get this template with your own analytics data

You can create   SEO   reports , or a  Google Analytics report with all your   Google Analytics   accounts, any other   search engine   data, and  any other  online marketing   platforms, such as a social media report in no time. You even got preset report templates to get you started right away. 

Now that you're all set, here is the 6-step process I’ve used to deliver more effective presentations, shape my company’s marketing strategy, and earn the confidence of my bosses.

Step 1 - Discover the primary business concerns

Step 2 - find all the angles, step 3 - remove the non-essential, step 4 - prepare for derailment, step 5 - shape it into a story, step 6 - provide one key takeaway.

• Pro Tip - KPI Dashboarding for the win

If you are tasked with giving your bosses a "Google Analytics   overview presentation", or something of the sort, you are going to be stumped...big time. There are just way too many Google Analytics reports and   relevant information   to attempt to communicate it concisely. 

Your job is not to be a prophet that reads minds, interprets data, and translates valuable insight for all to revere. Your job is to find and present relevant data that will address their primary business concerns and help them make better business decisions.

So before you start, you first need to understand what the primary business concerns of your bosses are. Ask your bosses this two-part question and tailor your content to make it relevant to them:

"What's one question you wish you could get answered about our website?"

and "what's one thing you hope to learn from our website visitors?"

For example, let's say your bosses tell you that they want to find out:

Which markets the company is gaining organic e-commerce traction in? 

And, which blog content is actually driving business?

These questions will give your presentation focus and make it relevant to their primary business concerns. If you don't have direct access to the bosses you are presenting to, reach out to someone who works closely with them and who understands their concerns.

Once you've gotten context regarding the primary business concerns of your bosses, it's time to find the reports which will best address those concerns and provide insight. 

At this stage, you're not formulating your final   Google Analytics   presentation slides or practicing your delivery, you're simply acting like a detective to find all the possible reports which will answer their questions. Go for volume here, and try to explore as many angles as possible. 

Sticking with our examples above, let's look at how we can answer those questions:

1. Which markets is the company gaining organic e-commerce traction in?

Let’s go to our Custom Reports tab for this one:

...and look at organic e-commerce behaviour by city. You can also look at region or country depending on the scope of your business. 

Here’s what this Custom Report shows us: (Data taken from the Google Merchandise Store Demo Account).

It looks like New York had an increase in   Avg. Order Value, E-commerce   Conversion Rate, and Revenue, even with a drop in Sessions and Users. This might suggest to your bosses that a focused paid search, display campaign, new retail store, or partnership in those areas could be successful. (The numbers in the example above are too small to be statistically significant, but this is just for demonstration purposes). Ok, time to explore the second question...

2. Which blog content is actually driving business?

We’ll go back to our Custom Reports for this one:

In this custom report example, we're looking at which blog   Landing Pages   (website entry pages) led to a Goal Conversion. I recommend only including goals that have a dollar value associated with them (vs. behaviour metrics), but for the purposes of the example, this report would show us our top   Landing Pages   in the blog section of our website which led to a Goal Conversion.

Note: I also included Bounce Rate, Pageviews, and Avg. Time on Page to give us more context regarding the behaviour on each page, but don’t let this distract you from answering your bosses’ primary business concerns.

Now, let’s look at things from a different angle…

We now know which blog   Landing Pages   are leading to Goal Conversions, but what about the blog   Pageviews   that happen after someone has already landed on our site? 

We can use the Page Value metric here to give us the information we need.

Page Value will show us which content is the most valuable in relation to our goals, regardless of whether it was a   Landing Page   or not.

Remember, we're trying to uncover multiple angles here to give us the clearest overall picture before we even touch our   Google Analytics   presentation ppt (or a   Google Analytics   Reporting Tool   if you’re like me). This report gives us a second way to analyze the data so we can be more confident that what we are presenting is accurate and relevant.

Note: You must have monetary values assigned to your Goals in order for the Page Value metric to populate.

These are just 2 basic examples of different ways that you can slice and dice information to make your   Google Analytics   presentation relevant to your bosses. You can see that once we have a focus, it's easy to get to work finding the types of reports that will communicate the data effectively. 

If you're new to   Google Analytics   and have no idea how to create these reports, a quick Google and Youtube search will give you multiple examples, walkthroughs, and ideas to try out. Or visit   Analytics Academy   for free training and courses.

Once you've spent time brainstorming all the different types of reports and angles to represent the data, it's time to find the core narrative . What information is core to answering your bosses’ primary business concerns and what isn't?

It's easy to want to show your boss a million things to prove how smart and amazing you are, but resist the urge! You will only create a lack of focus in your presentation. A question you can ask yourself here is: 

“Does adding this information help answer my bosses’ primary business concerns or does it take things in a slightly different direction?”

An example of this might be noticing that certain blog posts have a higher   Bounce Rate   on mobile vs. desktop. This is still important because it suggests that you need to consider optimizing your blog or site to be more mobile-friendly, but it is a departure from the original question and will send the conversation spiralling off into another direction.

If it doesn't add direct value to the core narrative, remove it. You can always save it for a future conversation.

There is nothing more devastating to the focus of your presentation that an odd statistical anomaly throwing the conversation completely off course. People (and bosses especially) tend to place more importance on the things they are familiar with, regardless of whether or not it’s relevant to your presentation.

Make sure you prepare yourself ahead of time by identifying all of the potential anomalies that your bosses might comment on. Then seek out real-world evidence of what caused them and why. 

If one of your bosses interrupts you mid-sentence and says “So why did our   Bounce Rate   jump so high on Sept 17th??” (and they love to do this by the way), make sure you have a quick and punchy answer to address their unwarranted concern and then swiftly get back to your original narrative. 

Once you've got your core narrative, it's time to shape it into a story. There's a simple framework called A-B-T which I suggest to all presenters of potentially boring information. It goes like this: 

A-B-T = A nd- B ut- T herefore. Remember it!

Most analytically-minded types aren't the most naturally versed in theatre and entertainment. Their presentations tend to be a series of "we noticed this, and then we noticed this, and then we found this...". This sounds very scientific and all, but it is an " and, and, and " method of communicating and it's actually similar to the way little children tell stories. 

Example: "I went to Billy's, and then we made a fort, and then we had ice cream, and then...".

Using "And, But, Therefore" structures your information into a three-act narrative (thesis, antithesis, synthesis) that will help your audience follow along. For example:

"We discovered that the referring site driving the most revenue is Company X, and traffic from them has increased 10% year-over-year, but interestingly enough, our Goal   Conversion Rate   from Referrer Y has almost tripled with a 192% increase in month-over-month revenue! Therefore we're really optimistic about pursuing new content partnerships with company Y."

Wow! What a difference!

This method of communicating is significantly more interesting and memorable. It highlights lessons learned and forces you to think about cause and effect relationships. In fact, I would recommend formatting every single presentation you ever do in this format.

Try to think of your entire presentation as an arc in this way: A series of observations (thesis), one unexpected key finding or challenge (antithesis), one key take away (synthesis). Then, break down the sub-sections into mini-A-B-T structures to provide narrative throughout.

If you follow the A-B-T structure above, your presentation should really have ONE key takeaway that directly answers the primary business concerns that your bosses had. 

You will likely spot many relevant insights and actions that need to be shared and applied to answer the primary business concerns, but give the most weight to that single takeaway. Your bosses have a million things on their plates and can't keep track of more than one key insight following that presentation. 

Pro Tip -   KPI   Dashboarding for the win

Speaking as a business decision-maker myself, having accurate metrics and data for measuring my team's efforts is one of the most important operations in my business.

It's why I suggest going beyond your basic   Google Analytics   presentation slides and making your bosses a   Key Performance Indicators   (KPI) Dashboard that can serve as a central part of your Business Intelligence strategy.   DashThis   is an excellent tool for doing this!

Once you've created a live dashboard to track all your most important high-level   KPIs, you use it to indicate to you when certain   KPIs   are off and then, like a detective, create specific presentations that dig deeper to highlight the key findings that led to those   KPIs   underperforming.

Follow these 6 steps and you’ll have a   web analytics presentation   that will knock the socks off your bosses and earn you a reputation as being the ‘go-to’ person for all important business decisions:

Discover the primary business concerns

Find all the angles

Remove the non-essential

Prepare for derailment

Shape it into a story

Provide one key insight

Bonus: Use   KPI   Dashboarding   for greater business intelligence

Delivering great presentations is a complex skill learned over time. Continue to apply and refine the ideas shared here and eventually, with practice, you’ll be a   web analytics presentation   savant.

Then your bosses will be sure to get your expert opinion before all of their important business decisions. Not a bad position to be in… Good luck!

Want to create the perfect  digital marketing  presentation dashboard including data from your  analytics tools  AND  social media  platforms? 

Warren has a decade of experience as a client-side marketer. As Marketing Director of Kintec, he built a marketing team of seven while achieving multiple consecutive years of record company growth. Now, as agency partner at Ollo Metrics , he helps business leaders learn data-driven marketing strategies to build scalable and resilient businesses.

Create your own web analytics presentation in seconds!

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10 qualities to look for when hiring a web analyst

Agata adamiak.

• September 2, 2022

Author’s Note: This article was originally posted in August 2020 and has been updated with new content.

There are several signs which indicate your marketing team is in need of a fresh eye on their data. Maybe you keep on pushing analytics reporting down to the bottom of your task list. Or your insights are struggling to reach decision makers, slowing down progress and changes on your website. Or maybe you just simply know that your data is not accurate and you need someone to come in and fix it.

If you aren’t sure if now is the time to find support from a web analyst, read my blog on the best time to hire a web analyst . 

Now that you’ve decided to hire one, you need to find the right person.

When you’re not familiar with the world of data, traffic optimisation and conversion rate optimisation, it’s hard to know where to start when looking for a great web analyst. Both individual experts and analytics agencies will have different levels of experience and skill needed for specific tasks or specific industries.

In this post…

What are the roles and responsibilities of a website analyst.

A complete and detailed job description for a web analyst will help you focus on what you need them to do and what skills they should have.

Web analyst responsibilities

Web analysts can be responsible for several things. Below are some examples of the specific tasks they may be involved in. Your final list will depend on the size of your team and which responsibilities are currently missing:

• Implementing tagging and configuration that ensures data collection is accurate and adequate to your business needs,
• Data accuracy maintenance,
• Working with business leadership to identify the right KPIs to track,
• Working with web development team to ensure website code is suitable for tracking implementation,
• Working with the marketing and optimisation team to ensure campaigns are supported with the right data,
• Creating reports for management and other team members to update on website performance and to highlight growth opportunities,
• Monitoring the performance of the website and marketing campaigns,
• Staying up-to-date with the latest news, innovations and trends in web analytics , user experience, advertising and technology.

Web analyst qualifications and skills

Good web analysts have a blend of technical, business and creative skills. Here are some specific abilities to include in your job description:

• In-depth knowledge of Google Analytics and Google Tag Manager – or a similar tagging and analytics package used by your business,
• Quantitative and qualitative analytical skills,
• Business and marketing acumen,
• Customer centric – familiar with user psychology,
• Good visual and verbal communication skills,
• Excellent attention to detail, accuracy and organisation,
• Ability to work well with different levels of stakeholders as well as both technical and creative people,
• Bachelors or masters degree in business, marketing, statistics, computer science or similar.

Web analyst profile

The best web analysts hold a unique range of abilities and characteristics as shown above. Some of these may seem obvious, such as confidence with handling numbers. But there are many subtle qualities to cover when scouting for a consultant you can trust. More on these below.

The 10 qualities to look for in a good website analyst

Whether you’re looking to hire a new team member or outsource certain tasks to a consultant , here are the 10 qualities to look for when hiring a web analyst: 

1) They understand web analytics tools 

Most web analysts will have preferred tools for analysis, tagging, reporting and testing. The most common is the Google suite of products – including Google Analytics, Google Tag Manager and Google Data Studio.

Experience using these platforms for different companies and using different configurations means they have the wider insight to identify and solve your problems faster. As each website is different, it will pose new challenges for tracking. The more experience your web analyst has, the quicker they can solve these.

If your company’s main web analytics tool is different, e.g. Adobe Analytics, it might be best to look for a web analyst already well versed in this platform.

In addition to these quantitative tools, an analyst should also be familiar with survey, scroll tracking, heatmap tracking and user recording software. Some examples include Usabilla, Hotjar and Sessioncam.

2)They are confident with code

Any web analyst worth their salt will be familiar with a range of technologies and programming languages. Most will be familiar with HTML, CSS and Javascript, and will have the ability to read, reuse and customise code.

Coding skills can be overlooked when hiring a web analyst, and though you may not necessarily require an expert, a web analyst needs to know how code works so that they can confidently suggest code additions to developers to help your web tracking. 

3)They have a methodical mindset

When hiring a web analyst, you need someone who works in an organised and methodical style. They’ll need to understand the Google Analytics Governance already in place and ensure they follow the information within. This starts with ensuring that the data measurement plan is aligned with your overall business goals. 

It is key that you hire a consultant who relies on process over tactics. The analyst who asks questions about the organisation of your data will achieve better results than the one prioritising fad tactics which focus on short term growth.

There should be nothing random or unexpected about their approach. Data analysis is scientific at its core, and experiments should be set up with a trial-by-error mindset. It is that attention to detail which leads to finding small yet crucial errors, and building profit over the long term.

4) They follow the data, never their gut

Beware of the optimisation ‘expert’ who follows their ‘gut feeling’. Inspiring successes can start from a gut feeling, but so can spectacular failures.

You are not paying for Mystic Meg to tell you what’s written in the stars for the future of your business. A data analyst builds concepts based on data, research and experience – and then they test these ideas with experiments before declaring them successful – or not.

You need someone who is passionate about making the right decisions in the right way. Beware of those who merely like to please. Instead, look out for those who love statistics and are rigorous in their assessment of company data, even if these aren’t the findings your SEO wants to hear. You want a web analyst who is keen to explore your metrics with a fine tooth comb.

5) They have proven success backed by effective case studies

Any data analyst worth their salt will have a portfolio of relevant case studies to discuss with you. It is important to take a deep dive into their previous projects.

A great case study:

• Leads with high value metrics and clear wins. How did their work lead to increases in conversion rate, sales, leads and profit? 
• Highlights positive effects beyond the metrics – did their work cut down reporting time, help with directing marketing spend, or uncover additional revenue streams?
• Presents statistics honestly. Keep an eye out for figures which appear to be massaged too vigorously. Look for details such as the period of time the statistic covers, and the source of the data.
• Inspires you as to what benefits the web analyst could bring to your organisation. They can explain how the case study will help them solve your problems too.
• Shows off project and people managing skills in addition to good revenue results.
• Includes a testimonial from the client. You don’t want to hear just about the results, but the experience. Happy clients will share details which made the relationship a success outside of the percentages and upwards pointing arrows.

Results count, but the way those results are presented will also tell you a lot about a web analyst. Is the data clear? Do the case studies tell a story? Do you understand their process? Don’t forget that your web analyst is only worth their money if they can effectively convince you to follow a particular course of action.

6) They are curious about your target audience

Look out for the analysts who ask you questions about your audience. Optimising experience is all well and good, but a great data analyst will also need to know who they are optimising the data for.

You are selling to a specific audience. Part of gaining value from your data also comes from understanding who your audience are and what drives their actions.

The analyst you want to hire will want to have an understanding of your user base early in your conversation.

7) They focus on strategy, not tactics

Investing in a web analyst or consultant means you are not simply reusing the run-off-the-mill optimisation advice present all over the Internet. An expert will understand the role of assumptions and data and they will be able to prioritise growth opportunities based on your unique business situation.

A strategy-focused web analyst will be focusing on details such as:

• The targets they want to achieve 
• The data they need to access
• Fixing missing or incorrect configurations
• Which software they use
• Their security and workflow processes
• Getting to know your team
• Your onboarding process as a client/employer
• Their reporting process
• Your targets and KPIs

Weekly Web Analytics Strategies for Product and Marketing Managers

8) they can translate data into information, insights and stories.

Data reports could read like another language to decision makers. You need a brilliant web analyst that can translate that hard data into actionable and convincing information. There is a huge difference.

Analysts do this by turning data into stories. Data is the starting point for human decision making, and needs to be framed in a way which provides inspiration and assurance to leaders and decision makers. A great consultant uses reporting, charts, pithy writing and engaging presentation skills to tell a story with their insights.

Good data analysts are articulate and good with their words as well as their numbers. Supported by representative samples and examples, analysts have the ability to influence and persuade using statistical evidence.

9) They have great soft skills

A web analyst can take quite a central role in a company, and will hold lines of communication with teams, departments and stakeholders across the company. 

When interviewing for a web analyst role, it is important to also assess their soft skills, particularly versatile communication. You need an analyst who can hold conversations with both technical and creative members of staff, alongside leadership.

It’s effective to hire an analyst who can adjust their language confidently and break down complicated concepts for a variety of audiences, including for training.

10) Their own digital marketing assets and business model ‘walks the walk’

If you are hiring an agency or consultancy, take a look at what they are doing with their own branding, marketing and advertising. 

Did you find the agency because of a well-targeted and relevant advert? Did they capture your attention with a Google result? 

Take a browse at their website – are they using the right language to persuade you? Do they appear to understand your needs? Is the website easy to read and understand?

In other words: Are they using their data to convert you?

Final thoughts on what to look out for when hiring a web analyst 

When interviewing for web analysts or meeting specialist consultants, keep these ten qualities in mind. Ask them about the tools they use and their coding experience alongside questions about their processes and methods. 

Ask for case studies and previous examples of how the candidate used data to overcome obstacles and increase profits. 

A brilliant web analyst can transform your data into your company’s greatest asset. Moreover, they can empower your teams by ensuring everyone can find valuable insights using Google Analytics Governance. 

Google Analytics Governance is the core of how I approach GA configuration methodically and with a focus on generating insight. If you’d like to learn more about what it involves and how it could help you find the right candidate, get started by downloading the cheat sheet I put together. Click the button below to get access.

• Hiring a web analyst

Continue Reading...

Experts on the top 5 digital analytics trends in 2023 – spotted at measuresummit, the manager’s guide to google analytics 4 (your business questions answered), hiring a google analytics consultant: 5 things to consider, weekly web analytics strategies.

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10 Tips For Giving Effective Virtual Presentations

What to know before you go live.

September 26, 2016

Presenting online? Try these suggestions to improve your results. | Illustration by Tricia Seibold

As audiences go global and you need to reach more people through technology (including webinars, conference calls and teleconference), you must consider the challenges to connecting with a virtual audience. Here I pinpoint 10 valuable best practices to ensure you communicate successfully.

1. Be Brief

Audiences begin to lose attention after roughly 10 minutes of hearing from the same presenter. If you have more than 10 minutes of content, use interactive activities to keep your audience engaged (for example, take a poll, give quizzes, or ask audience members for their opinions via chat).

2. Be Simple

Keep slides simple — avoid too many words, graphics and animation features. Less is definitely more!

Light yourself well | Illustration by Tricia Seibold

3. Be a TV Personality

Look straight into your camera, not the screen. Wear clothing that is neutral in color (no plaids or stripes). Light yourself well and from above. Be mindful of what appears behind you in the background. Invest in a good microphone.

4. Be Standing

Even though your audience cannot see you, stand when you present. This allows you to stay focused and use good presentation delivery skills such as belly breathing, vocal variety, and pausing.

5. Be Prepared

Practice delivering your presentation with your technology in advance of your talk. Make sure all of the features of the technology work. Record your practice using the recording feature of your tool. Watch and listen to learn what works and what you can improve.

6. Be Assisted

Have someone available to deal with technical issues and to field email/text questions. Also, if you have multiple remote audience members in one location, be sure to pick one of them to be your “eyes and ears.” Ask them to queue up questions and facilitate discussion on your behalf.

7. Be Specific

Ask pointed questions to avoid too many people answering at once. For example, rather than ask, “Are there any questions?” try “Who has a question about the solution I provided?” Set a ground rule that people state their names prior to speaking.

Imagine your audience | Illustration by Tricia Seibold

8. Be Synchronized

Transitions are critical. You must connect what you just said to what is coming next when you move from point to point. Transitions between topics and slides are good opportunities to get people reengaged to your talk.

9. Be Connected

Imagine your audience even though you can’t see them. You can place pictures of audience members behind your camera so you can look at people as you present.

10. Be Early

Encourage your audience to access your call or webinar in advance of the start time so you can iron out any technical issues in advance and get them familiar with the technology.

Matt Abrahams is a Stanford GSB organizational behavior lecturer, author, and communications coach.

For media inquiries, visit the Newsroom .

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April 04, 2016 A Big Data Approach to Public Speaking Key takeaways from analyzing 100,000 presentations.

November 19, 2014 Matt Abrahams: The Power of the Paraphrase An expert on public speaking shows how paraphrasing can help you navigate tricky communication situations.

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14 effective presentation tips to impress your audience

Get your team on prezi – watch this on demand video.

Anete Ezera July 15, 2022

An effective presentation can communicate key ideas and opinions, save time, and contribute to your overall success as a business, but good presentation skills don’t come naturally to everyone. In this blog post, you’ll find 14 effective presentation tips you can implement in your next presentation to make it a success. 

Whether you’re preparing for an important presentation at work or school, or you’re looking for ways to generally improve your presentation skills, you’ll find these presentation tips useful. We’ve gathered a list to help you impress your audience from the get-go. You’ll find tips for creating and presenting your slides, talking in front of an audience, and other effective presentation techniques to help you stand out. 

Most common presentation mistakes

Before we list our top effective presentation tips, let’s explore the most common presentation mistakes. If you’ve made one or more mistakes in this list, you’re not alone. Most people have made at least one mistake. However, what’s important is to be aware of these errors and try avoiding them next time.

#1 A poor start

One of the most common mistakes people make is undermining the importance of the first few minutes or seconds of their presentation. 

Let’s say you’ve practiced your key talking points meticulously and gone over your slides a million times, but when you’re in the spotlight and need to say your first line, do you know exactly what to say to wow the audience? 

The start of your presentation is crucial. Not only because how you start sets the tone for the rest of your presentation, but also because people generally require around 8 seconds to decide whether they find the subject interesting enough to keep listening. Starting your presentation with a captivating intro is even more important than you think. To ensure you start off right, read our guide on how to start your presentation . 

#2 Lack of preparation

Yes, even though it’s clear that you should prepare before giving a presentation, it’s still a common mistake amongst presenters. Preparing content and talking points is an obvious start, but there are other steps that you might be overlooking.

Before you even join a meeting or walk into a room where you’re going to present, consider the technical requirements and get familiar with the equipment. If you’re presenting online, make sure to test-run your presentation and the visual aids you’re going to use. The last thing you want is a broken video link, poor audio, or a weak connection when you’re presenting. 

Also, consider the questions your audience might want to ask you about the topic. Think about how you’d answer those questions, or do even further research to really impress the audience with your answers. 

Explore other ways to prepare for a presentation to feel even more confident when presenting.

#3 Losing track of time

It’s great to feel passionate about your topic. However, you’ll have to consider your audience’s level of interest and knowledge. Some details might seem fascinating to you, and you’d like to talk about them for hours, but for your audience, too much information will drain their energy and lose their attention. 

Therefore, make sure to keep track of time. Also, consider your audience’s interests. A concise presentation is always better than a long one with a ton of information. Plus, you’ll have a higher chance of keeping your audience’s attention throughout the presentation. 

Effective presentation tips

Now that we’ve looked at some of the most common presentation mistakes – let’s dive into effective presentation tips that’ll help you excel in future presentations. 

#1 Tell a story

Stories connect, inspire, and empower people. Telling a story can entice action, help understand an idea, and make people feel connected to the storyteller. It’s also one of the most effective presentation tips. A study by organizational psychologist Peg Neuhauser found that a well-told story is easier to remember than facts, which makes it a highly effective learning technique. 

With that in mind, telling a story when you’re presenting can engage your audience and make it a more memorable experience. You can either share a personal story or a historical event, just make sure to have a clear connection between the story and the topic you’re presenting. 

#2 Work on your body language

Body language can make a huge difference in how your presentation is perceived. It’s one of the presentation tips you definitely shouldn’t overlook. 

Body language says a lot about a person’s confidence level, emotions, state of mind, and even credibility. For the audience, it’s a way to understand what the person is saying and how interested they are in the topic. 

Therefore, work on your body language to better convey the message you’re trying to communicate. Practice in front of a mirror before your presentation and be conscious of your hand gestures and facial expressions. 

#3 Understand your audience

Before crafting your presentation, you must know who you’re speaking to. Understanding the interests, demographics, professional background, and other valuable information of your audience is crucial in making your speech successful. 

If you’re speaking at an event, contact the organizers to get more information about other speakers and the audience. If you’re presenting at work, you may already know your audience fairly well. Use this information to your advantage and create content you know they’ll resonate with.

#4 Use high-quality visuals

What’s one of the most effective presentation techniques? Use of visuals. They play a crucial role in your presentation. However, only high-quality visuals will make a good impression and effectively communicate your message. Use high-quality visuals like images, videos, graphs, maps, and others to really land your point. 

Using visuals is a great way to convey your ideas as they’re easier to process than text. If you’re not sure where to find great visuals, check out our blog post on presentation visuals for five free resources.

P.S. the Prezi library holds a variety of images, videos, GIFs, stickers, and other visuals, including different charts and maps to spice up your presentation. It’s all available in your dashboard .

#5 Use data visualizations

Do you want to showcase statistics or other datasets in your presentation? Use data visualizations to make your data stand out and impress your audience. 

There’s nothing more boring than a bunch of data presented in a flat way. If you want to tell a story with your data, use interactive infographics or slides enriched with eye-catching visuals. Showcasing data will make your ideas appear more trustworthy and credible. 

Prezi Design offers a range of templates to choose from. You can start creating data visualizations from scratch or choose a template and edit the data there. 

#6 Make it engaging with interactive elements

It’s not easy to deliver an engaging presentation. People can easily get distracted or try to multitask, especially in the virtual environment. Sometimes, it’s difficult to focus on the speaker and the written text. Other times, the content just isn’t impressive enough to hold the audience’s attention. But it doesn’t have to be this way.

You can make your presentation more engaging for everyone by including interactive content like graphs and charts. With interactive data visualizations, you’ll make the data discovery process more engaging and exciting for your audience. 

Your audience will be able to hover over data points and click on certain icons or datasets to discover information on their own. Interactive visualizations will make the presentation more memorable and impressive. 

As you can see in the example below, you can discover different data by engaging with the infographic. 

#7 Stay consistent with fonts and color styles

You want your presentation to look visually appealing and highlight essential information. To make that happen, stay consistent with font styles and color schemes throughout your presentation. 

Use one or two fonts max to make the text easy to read and understand. Also, use a carefully selected color scheme that’s not too distracting. If you’re using Prezi Design, you can easily copy and paste styles by right-clicking on your data visualizations and selecting “copy styles.” This makes it easier to stay consistent and saves time when picking matching colors. 

#8 Structure your presentation properly

Before creating your presentation, think about its structure. What’s the main idea you want to convey? Use that as your starting point, and only include information that adds value to the narrative. 

Plan out the first topics carefully to properly introduce your argument. Add the essential information in the middle part of your presentation. Lastly, close your presentation with a summary of the main points and leave your audience with an afterthought. Also, plan when you’re taking questions and for how long. 

For more insight, watch this tutorial on how to structure your presentation:

#9 Practice your public speaking skills

Public speaking may not be your forte, but you can get better with practice. Don’t decline a great opportunity to share your ideas with a larger audience just because you feel nervous speaking in front of a group of people. 

One of the best ways to improve your public speaking skills is to practice in front of your family or friends – people you feel comfortable with. Also, focus on the topic you’re presenting and get excited about the idea you want to convey. This way you’ll appear more confident and feel less nervous about public speaking. 

Explore other public speaking tips from Jessica Chen, the founder, and CEO of Soulcast Media: 

#10 Show your slides next to you on-screen

If you’re presenting on Zoom or in a virtual meeting , think twice before you share your screen. The days of hiding behind slides are over. People want to see and connect with other people, not sit through another run-of-the-mill screen share. To do that, use Prezi Video to showcase all your content right next to you in your video feed. 

As a result, your presentation will look more engaging than a traditional virtual presentation . Also, your audience will have the chance to read your body language and follow along with what you’re saying even better. 

If you already have your slides prepared, don’t worry – you can easily integrate them into Prezi. 

See Prezi Video in action and check out our video templates to get started.

#11 Calm down before presenting

Being in front of an audience can feel nerve-racking. However, there are ways to calm down before presenting that will make you feel more centered and confident. The last thing you want is all your hard work to go to waste just because of stress. 

Try breathing exercises or a five-minute guided meditation before presenting. The trick is to remove all distractions and focus on the present moment so you’re not overthinking right before starting your presentation. Also, be fully prepared and know exactly what to say and when which will help you feel more collected. If you want to discover other ways to feel and look more confident, read how not to be nervous before a presentation . 

#12 Use transitions and animations 

Add movement to your slides with transitions and animations. You’ll make your presentation more visually appealing and engaging. However, be careful not to overwhelm your audience with your choice of transitions and animations. 

Choose a transition that matches your presentation visually and use it throughout your presentation. Consider what animations will be relevant to your audience and select a few to add to your slides. Don’t overdo it. Keep the focus on the message you’re trying to convey, and use animations to only support that message. 

#13 Be enthusiastic 

When you’re in a room with a positive and enthusiastic person, you can’t help but feel uplifted as well. High-energy people have this effect on others. Most importantly, a lot of people tend to mimic people’s behavior and mirror their energy when they feel a connection or relate to them. That’s called the chameleon effect . 

When you’re presenting, you want your audience to feel curious about what you’re presenting. You may also want to leave your audience feeling uplifted, interested to know more, or inspired. To have that effect on others, try to convey those emotions when presenting. Practice your speech, slow down your narration at times, or take a pause after you’ve delivered a statement, and use different presentation techniques to present your project and really drive your points home. 

#14 End your presentation in a memorable way

The first few minutes of your presentation are crucial for captivating your audience’s attention. However, don’t underestimate the importance of ending your presentation as powerfully as you started it. 

The way you end your presentation will play a crucial part in how your audience will remember it. You want to make a memorable impression by closing your presentation with a summarizing statement, a rhetorical question, a call to action, or another impactful way. Discover 10 ways you can end your presentation in our guide.  

There are a lot of factors to consider when creating and delivering a presentation. You want your slides to look professional and visually appealing while conveying your main points. You also want to look and sound confident even if you’re nervous about public speaking. Whatever your concerns may be, remember that preparation is essential. Practice and dedication are the keys to giving a successful presentation . Make sure to follow these effective presentation tips to excel in your future presentations. If you’re interested in creating a captivating presentation with Prezi, contact us to learn more or try it for free . 

Elevating presentations with Prezi AI

Embrace the innovation of Prezi to bring your presentations to life. With its unique platform, Prezi AI offers more than just visually appealing templates; it provides an immersive narrative experience, engaging your audience with a story-driven approach. By integrating Prezi AI , our platform’s capabilities are further enhanced, offering intelligent design suggestions and optimizing content layouts to ensure your presentations are not only beautiful but impactful. This integration is a perfect example of effective presentation techniques in action, using technology to create a more engaging presentation.

Interactive elements: transforming passive listening into active engagement

Prezi revolutionizes the way information is presented by incorporating interactive elements that invite audience participation. With Prezi AI, these features become even more accessible, suggesting ways to make your presentation more engaging through clickable areas, zoomable images, and dynamic visualizations. This level of interaction encourages exploration, making your message more memorable and transforming a standard presentation into an effective presentation.

Adding a personal touch in digital presentation with video

Prezi Video stands out by seamlessly integrating your content alongside your video feed, bridging the gap between traditional presentations and personal engagement. This feature is crucial for those looking to follow presentation tips that emphasize the importance of connecting with your audience on a more personal level. Prezi AI enhances this experience, ensuring your content is displayed in the most effective way possible, making your virtual presentations feel as though you’re directly conversing with your audience.

Mastering presentation artistry with Prezi

The journey to becoming a skilled presenter involves continuously refining your approach and embracing tools that elevate your ability to communicate effectively. Prezi, enriched with Prezi AI, is one such tool that transforms ordinary presentations into captivating experiences. By leveraging these advanced features, you can deliver presentations that are successful, memorable, and truly unforgettable, embodying the essence of tips for presentation mastery.

Whether you’re an experienced speaker or preparing for your first presentation, Prezi equips you with the tools to succeed. Engage your audience, tell compelling stories, and deliver your message with confidence and creativity. Following effective presentation tips and exploring how Prezi AI can transform your next presentation is a step towards mastering the art of impactful communication. Delve into the features and begin your journey to presentation mastery today.

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Communication and Presentation Skills for Analysts and Managers

Make people listen and act on your data insights: present data effectively through the art of storytelling

Lifetime access

What you get:

• 3 hours of content
• 8 Downloadable resources
• Interactive exercises
• World-class instructor
• Closed captions
• Q&A support
• Future course updates
• Course exam
• Certificate of achievement

What You Learn

• Master the art of storytelling to captivate and engage your audience, ensuring the message resonates with them
• Anticipate and avoid common presentation mistakes to improve audience engagement
• Reduce presentation stress with proven techniques that have helped thousands of individuals
• Use PowerPoint to its fullest potential with visually appealing and easy-to-understand slides
• Ensure your analysis doesn’t get buried under hundreds of other priorities: make people understand and implement your suggestions
• Boost your career prospects by acquiring a power skill hiring managers are looking for

Top Choice of Leading Companies Worldwide

Industry leaders and professionals globally rely on this top-rated course to enhance their skills.

Course Description

Communication is one of the most frequently listed requirements in job postings across the industries. And yet very few analysts and managers realise the importance of communication skills and have not had the chance to work on improving their storytelling abilities. Give yourself a competitive edge by bridging this gap and prove to employers you’re an expert at presenting data and communicating your findings. Take the Communication and Presentation Skills for Analysts and Managers course for the opportunity to learn how to give a good presentation of your work. The course instructor, Gilbert Eijkelenboom, author of the bestselling book People Skills for Analytical Thinkers and founder of the MindSpeaking program, is an expert in soft skills training. He teaches you how to maximize your hard work during the preparatory phase by communicating your findings with impact. Ensure your analysis doesn’t get buried under hundreds of other priorities—make people understand and implement your suggestions. Business storytelling helps you present data in an engaging way that stakeholders can easily comprehend. For this reason, it’s important to undergo some presentation skills training to ensure you’re up for the task. Once your audience is hooked, they will be eager to come on a journey with you and see how the insights your analysis produced complete the story you’re telling. In this course, Gilbert addresses some of the key challenges faced by most professionals when it comes to preparing a presentation, including creating a good story, using PowerPoint effectively, dealing with presentation stress, and the best way to present data with impact. Get ready for an exciting learning experience that shows you how improve your communication and presentation skills—two of the most important professional skills in the business world.

Learn for Free

1.1 What to expect in this course

1.2 "I'm not a natural storyteller"

2.1 The presentation I messed up

2.2 Video: Spot the presentation mistakes

2.3 Create your own presentation baseline

Interactive Exercises

Practice what you've learned with coding tasks, flashcards, fill in the blanks, multiple choice, and other fun exercises.

In this introductory section, you will learn what to expect in the course, how to take this course, and why you should not be afraid of presentations and communication if you are not a natural storyteller.

In this section, we will discuss common pitfalls and misconceptions in data presentation. By highlighting these issues, you will be able to avoid these errors, thereby improving the effectiveness and impact of your presentations.

Here, we delve into the psychological and neuroscientific reasons behind the power of storytelling. Understanding why storytelling works will give you a deeper appreciation for this communication tool and how it can transform your data presentations.

This section introduces you to the initial steps in crafting your data presentation. From identifying your key message to understanding your audience, these fundamental steps set the groundwork for a successful presentation.

Once you have your key message and audience in mind, it's time to build your story. This section provides techniques and strategies to weave compelling narratives around your data, engaging your audience and making your findings more memorable.

Moving from a good story to a data-driven one, this section offers insights on how to effectively incorporate data into your narrative. It presents practical guidelines on presenting data in a clear, understandable, and impactful way.

PowerPoint can be a powerful tool for data presentations if used well. In this section, we guide you through best practices for PowerPoint presentations, ensuring your slides complement your narrative rather than detract from it.

Preparation is key to delivering a stellar presentation. This section focuses on what to do in the days leading up to your presentation, from rehearsing your delivery to anticipating possible questions.

This is where you put everything together. We explore techniques for delivering your presentation with confidence, engaging your audience, and ensuring your key message resonates with them.

In this bonus section, we go beyond the basics and delve into advanced strategies for making your insights even more persuasive. By leveraging principles of psychology and persuasive communication, you can make your data speak louder and more effectively to your audience.

In this course section you will find resources for data visualization, including best practices for creating effective visualizations, identifying and eliminating chartjunk, selecting appropriate chart types for different data scenarios, and designing user-friendly dashboards.

In this course section, you will learn techniques to discover and unlock more meaningful stories from your own life experiences.

Tools & Technologies

Course requirements.

• No prior experience or knowledge is required. We will start from the basics and gradually build your understanding. Everything you need is included in the course

Who Should Take This Course?

• Aspiring and current professionals in data-driven roles, including Data Analysts, BI Analysts, and Data Scientists
• Financial professionals, including Financial Analysts and Investment Bankers
• Professionals across all sectors who must present and justify their findings to stakeholders

Exams and Certification

A 365 Data Science Course Certificate is an excellent addition to your LinkedIn profile—demonstrating your expertise and willingness to go the extra mile to accomplish your goals.

Meet Your Instructor

Gilbert Eijkelenboom

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As a former professional poker player, you’ll find Gilbert Eijkelenboom wherever data and human psychology meet. In the course of his career in data & analytics, he became aware of a consistent lack of understanding among business executives and other stakeholders when it came to the value of data insights. To address this issue, he founded MindSpeaking where he’s trained over 1,000+ data scientists and analysts on how to communicate the results of their work with business impact. In 2020, Gilbert also published the bestselling book People Skills for Analytical Thinkers. 

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How to Make a “Good” Presentation “Great”

• Guy Kawasaki

Remember: Less is more.

A strong presentation is so much more than information pasted onto a series of slides with fancy backgrounds. Whether you’re pitching an idea, reporting market research, or sharing something else, a great presentation can give you a competitive advantage, and be a powerful tool when aiming to persuade, educate, or inspire others. Here are some unique elements that make a presentation stand out.

• Fonts: Sans Serif fonts such as Helvetica or Arial are preferred for their clean lines, which make them easy to digest at various sizes and distances. Limit the number of font styles to two: one for headings and another for body text, to avoid visual confusion or distractions.
• Colors: Colors can evoke emotions and highlight critical points, but their overuse can lead to a cluttered and confusing presentation. A limited palette of two to three main colors, complemented by a simple background, can help you draw attention to key elements without overwhelming the audience.
• Pictures: Pictures can communicate complex ideas quickly and memorably but choosing the right images is key. Images or pictures should be big (perhaps 20-25% of the page), bold, and have a clear purpose that complements the slide’s text.
• Layout: Don’t overcrowd your slides with too much information. When in doubt, adhere to the principle of simplicity, and aim for a clean and uncluttered layout with plenty of white space around text and images. Think phrases and bullets, not sentences.

As an intern or early career professional, chances are that you’ll be tasked with making or giving a presentation in the near future. Whether you’re pitching an idea, reporting market research, or sharing something else, a great presentation can give you a competitive advantage, and be a powerful tool when aiming to persuade, educate, or inspire others.

• Guy Kawasaki is the chief evangelist at Canva and was the former chief evangelist at Apple. Guy is the author of 16 books including Think Remarkable : 9 Paths to Transform Your Life and Make a Difference.

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Ideas and insights from Harvard Business Publishing Corporate Learning

Powerful and Effective Presentation Skills: More in Demand Now Than Ever

When we talk with our L&D colleagues from around the globe, we often hear that presentation skills training is one of the top opportunities they’re looking to provide their learners. And this holds true whether their learners are individual contributors, people managers, or senior leaders. This is not surprising.

Effective communications skills are a powerful career activator, and most of us are called upon to communicate in some type of formal presentation mode at some point along the way.

For instance, you might be asked to brief management on market research results, walk your team through a new process, lay out the new budget, or explain a new product to a client or prospect. Or you may want to build support for a new idea, bring a new employee into the fold, or even just present your achievements to your manager during your performance review.

And now, with so many employees working from home or in hybrid mode, and business travel in decline, there’s a growing need to find new ways to make effective presentations when the audience may be fully virtual or a combination of in person and remote attendees.

Whether you’re making a standup presentation to a large live audience, or a sit-down one-on-one, whether you’re delivering your presentation face to face or virtually, solid presentation skills matter.

Even the most seasoned and accomplished presenters may need to fine-tune or update their skills. Expectations have changed over the last decade or so. Yesterday’s PowerPoint which primarily relied on bulleted points, broken up by the occasional clip-art image, won’t cut it with today’s audience.

The digital revolution has revolutionized the way people want to receive information. People expect presentations that are more visually interesting. They expect to see data, metrics that support assertions. And now, with so many previously in-person meetings occurring virtually, there’s an entirely new level of technical preparedness required.

The leadership development tools and the individual learning opportunities you’re providing should include presentation skills training that covers both the evergreen fundamentals and the up-to-date capabilities that can make or break a presentation.

So, just what should be included in solid presentation skills training? Here’s what I think.

The fundamentals will always apply When it comes to making a powerful and effective presentation, the fundamentals will always apply. You need to understand your objective. Is it strictly to convey information, so that your audience’s knowledge is increased? Is it to persuade your audience to take some action? Is it to convince people to support your idea? Once you understand what your objective is, you need to define your central message. There may be a lot of things you want to share with your audience during your presentation, but find – and stick with – the core, the most important point you want them to walk away with. And make sure that your message is clear and compelling.

You also need to tailor your presentation to your audience. Who are they and what might they be expecting? Say you’re giving a product pitch to a client. A technical team may be interested in a lot of nitty-gritty product detail. The business side will no doubt be more interested in what returns they can expect on their investment.

Another consideration is the setting: is this a formal presentation to a large audience with questions reserved for the end, or a presentation in a smaller setting where there’s the possibility for conversation throughout? Is your presentation virtual or in-person? To be delivered individually or as a group? What time of the day will you be speaking? Will there be others speaking before you and might that impact how your message will be received?

Once these fundamentals are established, you’re in building mode. What are the specific points you want to share that will help you best meet your objective and get across your core message? Now figure out how to convey those points in the clearest, most straightforward, and succinct way. This doesn’t mean that your presentation has to be a series of clipped bullet points. No one wants to sit through a presentation in which the presenter reads through what’s on the slide. You can get your points across using stories, fact, diagrams, videos, props, and other types of media.

Visual design matters While you don’t want to clutter up your presentation with too many visual elements that don’t serve your objective and can be distracting, using a variety of visual formats to convey your core message will make your presentation more memorable than slides filled with text. A couple of tips: avoid images that are cliched and overdone. Be careful not to mix up too many different types of images. If you’re using photos, stick with photos. If you’re using drawn images, keep the style consistent. When data are presented, stay consistent with colors and fonts from one type of chart to the next. Keep things clear and simple, using data to support key points without overwhelming your audience with too much information. And don’t assume that your audience is composed of statisticians (unless, of course, it is).

When presenting qualitative data, brief videos provide a way to engage your audience and create emotional connection and impact. Word clouds are another way to get qualitative data across.

Practice makes perfect You’ve pulled together a perfect presentation. But it likely won’t be perfect unless it’s well delivered. So don’t forget to practice your presentation ahead of time. Pro tip: record yourself as you practice out loud. This will force you to think through what you’re going to say for each element of your presentation. And watching your recording will help you identify your mistakes—such as fidgeting, using too many fillers (such as “umm,” or “like”), or speaking too fast.

A key element of your preparation should involve anticipating any technical difficulties. If you’ve embedded videos, make sure they work. If you’re presenting virtually, make sure that the lighting is good, and that your speaker and camera are working. Whether presenting in person or virtually, get there early enough to work out any technical glitches before your presentation is scheduled to begin. Few things are a bigger audience turn-off than sitting there watching the presenter struggle with the delivery mechanisms!

Finally, be kind to yourself. Despite thorough preparation and practice, sometimes, things go wrong, and you need to recover in the moment, adapt, and carry on. It’s unlikely that you’ll have caused any lasting damage and the important thing is to learn from your experience, so your next presentation is stronger.

How are you providing presentation skills training for your learners?

Manika Gandhi is Senior Learning Design Manager at Harvard Business Publishing Corporate Learning. Email her at [email protected] .

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• Career Blog

Web Analyst: Understanding the Role and Responsibilities

In today’s digital age, businesses rely heavily on their online presence to reach and engage with their target audience. With this emphasis on virtual communication, the role of a Web Analyst has become increasingly critical.

Definition of a Web Analyst

Simply put, a Web Analyst is a professional who specializes in analyzing and interpreting Web data. They use various tools and software to collect, measure, and evaluate user behavior on a website. Through their expertise, they provide insights and recommendations to improve online customer experience and drive business growth.

Importance of Web Analysts

Web Analysts play a crucial role in identifying and understanding customer needs and preferences. They provide valuable insights into the effectiveness of a website’s design, content, and marketing strategies. By analyzing website data, they can identify areas of improvement and optimize website performance to drive conversions and revenue.

Businesses that invest in Web Analysts are more likely to achieve their online marketing goals and adapt to changing customer behavior. Therefore, it is essential to have a Web Analyst as part of any marketing team.

Overview of the Role and Responsibilities

The primary responsibility of a Web Analyst is to track and measure website metrics such as traffic, engagement, conversion rates, and revenue. They use various analytics tools such as Google Analytics, Adobe Analytics, etc., to monitor and report on these metrics regularly.

Apart from the technical aspects, a Web Analyst should also have excellent communication and presentation skills. They must be able to interpret data into actionable insights and present findings to business leaders effectively.

Other essential duties of a Web Analyst include conducting user research, competitor analysis, and testing new website features. They should also collaborate with other departments such as marketing, design, and development to ensure the website meets business objectives and user needs.

The role of a Web Analyst is critical for businesses seeking to improve their online presence and achieve their marketing goals. Through their expertise, they provide valuable insights into website performance, customer behavior, and marketing strategies. Therefore, it is essential to understand their role and responsibilities as part of a robust digital marketing strategy.

Skills and Qualifications of a Web Analyst

A web analyst is responsible for collecting and analyzing digital data to improve web performance and user experience. To excel in this role, a web analyst must have a set of skills and qualifications that enable them to understand, interpret, and communicate complex data insights. Here are the key skills and qualifications required of a web analyst:

Technical Skills

A web analyst must be proficient in using web analytics tools, such as Google Analytics, Adobe Analytics, or IBM Digital Analytics, to collect and analyze data. They must also be familiar with data visualization tools such as Tableau and Power BI to create reports and dashboards. Knowledge of web programming languages such as HTML, CSS, JavaScript, and SQL is valuable in understanding web technologies and data collection methods.

Analytical Skills

A web analyst must be able to analyze data to identify patterns, trends, and insights that can inform business decisions. They must have a knack for problem-solving, be detail-oriented, and enjoy working with numbers. They must also be able to collaborate with other departments, such as marketing, design, and development, to ensure that data is used to guide actions that improve the user experience and business outcomes.

Communication Skills

A web analyst must be able to communicate complex data insights to non-technical stakeholders in a clear and concise manner. They must have excellent verbal and written communication skills and be able to break down technical concepts into simple terms. They must also be able to present data visually, using graphs, tables, and charts, to facilitate understanding and decision-making.

Certifications and Training

Certifications and training programs can validate a web analyst’s skills and help them stay up-to-date with industry best practices. Popular certifications include Google Analytics certification, Adobe Analytics certification, and the Web Analytics Association’s (WAA) Digital Analytics Association (DAA) certification. Additionally, web analysts should stay informed about industry events and attend seminars, webinars, and workshops to learn about new trends, tools, and techniques.

A successful web analyst must have technical skills to collect and analyze data, analytical skills to make sense of the data, communication skills to present insights, and certifications and training to stay up-to-date with industry standards. With these skills and qualifications, a web analyst can make data-driven decisions that improve the user experience and drive business growth.

Tools and Technologies Used by Web Analysts

Web analysts are responsible for collecting and analyzing data from websites to help companies optimize their online presence. This requires a range of tools and technologies to track user behavior, monitor website performance, and measure key metrics. Here are some of the most commonly used tools in the world of web analytics:

Web Analytic Tools

Web analytic tools are the backbone of any web analyst’s toolkit. These applications are designed to track and report on website usage, including page views, bounce rates, and session duration. Some of the most popular web analytic tools include Google Analytics, Adobe Analytics, and Piwik. These tools provide insights into how visitors interact with a website, allowing analysts to identify areas for improvement and make data-driven recommendations.

Data Collection Tools

Data collection tools are used to gather information about website visitors and track their behavior on a website. This includes tools like heat mapping, which records where users click and scroll on a page, as well as clickstream analysis, which records the pages visitors navigate through on a website. Other data collection tools include surveys, polls, and feedback forms, all of which can provide valuable insights into user behavior and preferences.

A/B Testing Tools

A/B testing is the process of comparing two or more versions of a website or web page to determine which performs better. A/B testing tools allow web analysts to create different versions of a page and track user behavior to determine which version results in better engagement or conversions. Some popular A/B testing tools include Optimizely, VWO, and Unbounce.

Tag Management Tools

Tag management tools are used to simplify the process of tracking user behavior and collecting analytics data. These tools allow web analysts to add and manage tags on a website without the need for manual coding. Tag management tools can also help ensure the accuracy and consistency of data collection across all pages of a website. Some popular tag management tools include Google Tag Manager, Adobe Dynamic Tag Management, and Tealium.

Web analysts rely on a wide range of tools and technologies to collect, analyze, and report on website data. By leveraging these tools and applying data-driven insights, web analysts can help businesses optimize their online presence and improve user engagement and conversions.

Data Analysis Techniques for Web Analysts

As a web analyst, one of your key responsibilities is to analyze the data gathered through various analytics tools to gain insights about customer behavior, website performance, and overall business outcomes. But raw data can often be overwhelming, incomplete, or filled with errors, making it difficult to extract meaningful insights. This is where data analysis techniques come in handy.

Data Cleaning and Preparation

Data cleaning and preparation involves identifying and rectifying errors, inconsistencies, and missing values in the raw data. This process ensures that the data is reliable, accurate, and consistent, enabling you to conduct effective analysis. Common data cleaning and preparation techniques include removing duplicate records, fixing data formatting issues, imputing missing values, and removing outliers.

Data Visualization

Data visualization techniques involve representing the data in graphical or pictorial form to make it easier for stakeholders to understand and interpret. Visualization techniques such as graphs, charts, and dashboards communicate complex data effectively and enable you to identify patterns, trends, and relationships. This helps you to make better decisions and provide actionable insights to key stakeholders.

Segmentation and Classification

Segmentation and classification involve dividing the data into meaningful groups or segments based on similar attributes. This helps you to understand distinct customer groups, identify behavior patterns, and create targeted marketing strategies. Common segmentation and classification techniques include customer profiling, clustering, and decision trees.

Regression and Predictive Analysis

Regression and predictive analysis techniques are used to forecast future trends based on historical data. These techniques help you to predict customer behavior, website traffic, and business outcomes. Regression analysis helps you to identify the relationship between two or more variables while predictive analysis techniques such as machine learning and AI models help you to make future projections based on past trends.

Data analysis techniques are critical to the success of a web analyst, as they enable you to manipulate, interpret and transform raw data into meaningful insights. By mastering these techniques, you can provide insightful recommendations and make data-driven decisions that positively impact the business. As a web analyst, it is crucial to measure the effectiveness of the website to understand how to optimize it to reach the company’s goals. Key Performance Indicators, or KPIs, help measure the performance of the website to track the progress, identify areas of improvement and make data-based decisions.

In this section, we will look at four types of KPIs crucial for web analysts to measure their website’s effectiveness.

Website Traffic KPIs

Website traffic KPIs measure the performance of the website in terms of visits, unique visitors, page views, bounce rate, and other metrics. The KPIs help understand if the website is driving traffic, and if it is driving the right audience to the website, which is how people interact with the website.

Some of the top website traffic KPIs include:

• Unique visitors
• Time on site
• Page views per session
• Bounce rate

Conversion Rate KPIs

Conversion rate KPIs measure how many visitors convert into customers or take other desired actions. Conversion rate KPIs help understand the effectiveness of the website in driving sales or leads. A strong conversion rate KPI indicates that the website is user-friendly, engaging, and compels visitors to take action.

Some of the top conversion rate KPIs include:

• Sales conversion rate
• Leads conversion rate
• Click-through rate (CTR)
• Cost per acquisition (CPA)
• Abandoned Cart Rate

Engagement and Retention KPIs

Engagement and retention KPIs measure how engaged visitors are with the website, how long they stay and how often they return. Engagement and retention KPIs help to understand the website’s effectiveness in creating a lasting impression and relationship with the target audience.

Some of the top engagement and retention KPIs include:

• Session duration
• Visitors returning frequency
• Interactions per session
• Customer Lifetime Value (CLV)
• Net Promoter Score (NPS)

Revenue and Profit KPIs

Revenue and profit KPIs measure the performance of the website in generating revenue and how much profit the website generates. Revenue and profit KPIs help understand the effectiveness of marketing and sales strategies, and if they are generating the desired ROI.

Some of the top revenue and profit KPIs include:

• Revenue per visitor
• E-commerce conversion rate
• Return on Investment (ROI)
• Gross Profit margin
• Average Order Value (AOV)

KPIs are essential for measuring the impact of the website on the business. As a web analyst, it is crucial to understand which KPIs are essential for the organization’s goals and how to interpret the data. Being equipped with the right KPIs and understanding how to use them can help the company make informed data-based decisions while optimizing the website.

Web Analytics Strategy and Planning

One of the most important elements of any web analytics program is having a comprehensive strategy and plan in place. This not only helps you stay organized and focused on achieving your goals, but it also ensures that you are accurately measuring the results of your efforts. The following are key steps in creating an effective web analytics strategy and plan.

Defining Business Objectives

When it comes to web analytics, it’s important to start by defining your business objectives. What is it that you want to achieve through your website, and how do you plan to use data to make that happen? This might include things like increasing sales, improving customer satisfaction, driving traffic, or generating leads. By establishing clear objectives upfront, you can ensure that all of your subsequent efforts are focused on achieving these goals.

Setting up Key Performance Indicators (KPIs)

Once you have your business objectives in place, the next step is to determine the key performance indicators (KPIs) that will help you measure progress towards these goals. KPIs are specific metrics that you will use to evaluate the success of your web analytics efforts. For example, if one of your business objectives is to increase sales, you might use KPIs like conversion rate, average order value, or revenue per visitor to track progress towards this goal.

Defining Analytics Goals and Targets

In addition to KPIs, it’s also important to define specific analytics goals and targets that you want to achieve. These might include things like increasing website traffic, improving the user experience, or increasing engagement with your brand. By setting clear goals and targets, you can measure progress over time and identify areas where you need to make adjustments to achieve your objectives.

Creating a Measurement Plan

Finally, it’s essential to create a measurement plan that outlines how you will collect and analyze data to inform decision-making. This might involve setting up tracking and measurement tools like Google Analytics, creating reports and dashboards to monitor progress, and establishing processes for ongoing data analysis and reporting. By having a clear measurement plan in place, you can ensure that you are collecting the right data and using it effectively to drive business results.

A comprehensive web analytics strategy and plan is essential for any organization that wants to maximize the value of its digital marketing efforts. By defining business objectives, setting up KPIs, defining analytics goals and targets, and creating a measurement plan, you can ensure that your web analytics efforts are focused, effective, and results-driven. As a web analyst, it’s your responsibility to establish and execute this strategy, ensuring that your organization is making data-driven decisions that drive success.

Web Analytics Implementation and Management

At the core of the web analyst’s role and responsibilities is web analytics implementation and management. It involves ensuring that the web analytics tools are properly configured, data is accurately collected, and critical insights are efficiently extracted.

Here are some of the best practices in implementing and managing web analytics.

Tag Management Best Practices

Tag management is the process of deploying tracking codes or tags on a website to collect data. Implementing a tag management system can help streamline the process and avoid issues such as inconsistent data or broken links. Here are some best practices in tag management:

• Define a clear tagging strategy and naming convention
• Regularly audit tags to ensure they are functioning correctly
• Use a tag management system to manage and deploy tags
• Avoid over-tagging, which can lead to data overload and impact website performance

Data Collection and Configuration

Effective data collection and configuration are crucial in getting accurate and meaningful insights from web analytics tools. To optimize web analytics data collection, the following best practices should be followed:

• Define your KPIs and metrics to ensure you are collecting data that aligns with your business objectives
• Configure analytics solutions to capture all necessary data
• Use filters and segments to remove irrelevant data
• Implement enhanced e-commerce tracking to track sales transactions, revenue, and other valuable metrics

Regular Checks and Audits

Once you have set up web analytics tools, it is important to perform regular checks and audits to ensure everything is working correctly. Some of the reasons you may want to conduct regular checks and audits are as follows:

• To detect and correct issues with data collection and configuration
• To identify opportunities for optimization or improvement
• To ensure that KPIs and metrics are accurately captured and reported
• To ensure that new website changes or updates are properly tracked

Troubleshooting and Issue Resolution

Despite the best efforts of web analysts, things can go wrong. When issues arise, it is crucial to be able to troubleshoot and resolve them quickly to minimize the impact on data integrity and website performance. Here are some troubleshooting and issue resolution best practices:

• Monitor web analytics data regularly to detect and address issues quickly
• Use data validation tools to verify data accuracy and consistency
• Investigate the root cause of issues to avoid recurrence
• Collaborate effectively with IT and other stakeholders to resolve issues

Web analytics implementation and management is crucial to the success of web analytics initiatives. By following these best practices, web analysts can ensure that web analytics data is accurate, actionable, and reliable.

Web Analytics Reporting and Visualization

Web Analytics Reporting and Visualization plays a crucial role in the success of a website. With a plethora of data available, it is important to present the right information to the right people. This can be achieved through creating custom dashboards, utilizing data visualization best practices, implementing automated reporting strategies, and utilizing interactive reporting techniques.

Creating Custom Dashboards

Dashboards provide a summary of key metrics and allow for easy access to important information. Custom dashboards can be created to showcase the metrics that are most relevant to a specific audience, such as executives or marketing teams. These dashboards should be visually engaging and provide actionable insights. It’s important to keep in mind that less is more when designing a dashboard; it’s more effective to focus on a few key metrics than to overwhelm your audience with too much information.

Data Visualization Best Practices

Data visualization can be used to communicate complex information in a visually appealing way. However, it’s important to follow best practices to ensure that the information being conveyed is accurate and easily interpreted. Some best practices include:

• Choosing the appropriate chart type
• Keeping visuals simple
• Utilizing colors effectively
• Avoiding clutter
• Labeling axes and using appropriate units

Automated Reporting Strategies

Automating reports can save time and reduce errors. Reports can be set up to run on a regular basis, such as daily or monthly, and can be sent directly to stakeholders. This ensures that everyone has access to the most up-to-date information without having to manually run reports each time. It’s important to review automated reports regularly to ensure that they are still relevant and accurate.

Interactive Reporting Techniques

Interactive reporting allows users to explore data on their own and drill down into specific information. This type of reporting can be used to answer specific questions or to uncover new insights. Interactive dashboards can be created using tools such as Tableau or Google Data Studio. These dashboards can include filters or clickable elements that allow users to explore the data.

Web Analytics Reporting and Visualization is a critical component of web analytics. To effectively communicate insights, it’s important to create custom dashboards, follow data visualization best practices, utilize automated reporting strategies, and implement interactive reporting techniques. By doing so, analysts can ensure that they are providing the right information to the right people at the right time.

Web Analytics and Personalization

Web analytics is a vital component of the modern digital landscape. By analyzing user behavior, web analytics provides businesses with valuable insight into how customers interact with their website or app. Personalization techniques and technologies are increasingly being used to enhance the user experience and optimize engagement.

Personalization Techniques and Technologies

Personalization involves tailoring content and messaging to individual users based on their behavior, demographics, and other factors. This can range from simple changes such as language or location-based content to more complex approaches such as product recommendations based on past purchases.

Personalization technologies can include machine learning algorithms, predictive analytics, and recommendation engines. These technologies can analyze large amounts of data to provide relevant and timely recommendations to users.

Segmentation and Targeting Strategies

Segmentation involves dividing users into distinct groups based on their characteristics, behavior, or other factors. Targeting involves tailoring messaging and content to these specific groups.

Segmentation and targeting strategies can be used to increase engagement, reduce bounce rates, and improve conversions. For example, a clothing retailer may segment users based on their gender and browsing history and target them with relevant promotions or discounts.

Optimizing User Experience with Analytics

Web analytics can be used to measure and optimize user experience. By analyzing the user journey, businesses can identify pain points and areas for improvement.

Analytics can also provide insight into user behavior, such as where they are coming from and what pages they visit most. By using this information, businesses can make informed decisions about website or app design, content, and functionality.

Integrating Analytics with CRM and Marketing Automation Tools

Integrating web analytics with customer relationship management (CRM) and marketing automation tools is essential for creating a truly personalized customer experience. By combining demographic and behavior data with marketing automation, businesses can create targeted messaging and promotions that resonate with users.

For example, if a user abandons their shopping cart, a well-timed and personalized email reminder can help to bring them back and complete the purchase. Analyzing the data on this type of behavior can help businesses to increase conversions and reduce bounce rates.

Web analytics plays a crucial role in understanding user behavior and providing businesses with valuable insights into how they can optimize engagement and conversions. By using personalization techniques and technologies, segmentation and targeting strategies, and integrating analytics with CRM and marketing automation tools, businesses can create a personalized and engaging customer experience.

Web Analytics and SEO

Web analytics and search engine optimization (SEO) go hand in hand. A web analyst is responsible for understanding the nuances of SEO and how it affects website traffic. The following areas are crucial to master for effective web analytics:

Analyzing Search Engine Rankings

Search engine algorithms change frequently, which can impact a website’s ranking on search result pages. A web analyst should regularly monitor search engine rankings for relevant keywords and phrases. This information can help identify trends and opportunities to improve a site’s visibility.

Keyword Research and Analysis

Keywords are the foundation of SEO. By identifying the keywords people use to search for your products or services, a web analyst can optimize a website’s content and structure to ensure it is appearing in relevant search engine results pages. Performing regular keyword research and analysis is essential to monitor changes in search behavior and adjust website content accordingly.

Link Building Analysis

Links are the backbone of SEO. A web analyst should analyze backlinks to a website to ensure they are high-quality and relevant. Performing a backlink analysis can help identify any low-quality or spammy links that could be hurting your website’s search engine ranking.

Competitor Analysis and Benchmarking

Keeping an eye on the competition is essential in SEO. A web analyst should perform regular competitor analysis and benchmarking to identify their strengths and weaknesses. This information can be used to make necessary improvements to your own website and stand out in search results.

A good web analyst should be knowledgeable about SEO and its impact on website traffic. By regularly monitoring search engine rankings, performing keyword research and analysis, analyzing backlinks, and conducting competitor analysis and benchmarking, web analysts can ensure that websites are optimized for maximum visibility and success.

Web Analytics and Social Media

As a web analyst, understanding the role and responsibilities when it comes to social media is crucial. Social media is a powerful tool that can give valuable insights into customer behavior and help businesses make informed decisions. Here are some key areas where web analysts can focus on social media:

Social Media Metrics and KPIs

Social media metrics are an essential part of any digital marketing strategy. As a web analyst, understanding which metrics are most important for your business can help you track progress and identify areas for improvement. Some of the social media metrics that are commonly used include engagement, reach, impressions, clicks, and conversions.

Key Performance Indicators (KPIs) are specific metrics that measure how well a business is achieving its goals. With social media KPIs, web analysts can track things like customer satisfaction, brand awareness, and conversion rates. KPIs can help businesses determine if their social media strategy is effective and identify areas where they need to improve.

Listening and Monitoring Strategies

Another important responsibility for web analysts is to listen and monitor social media conversations about their brands. This involves tracking mentions, tags, and comments to gauge customer sentiment and identify any issues that need to be addressed. Listening and monitoring strategies can also help businesses identify influencers and brand advocates who can help drive engagement and sales.

To effectively monitor social media, web analysts can use various social media listening tools such as Hootsuite, Buffer, and Sprout Social. These tools can help track social media metrics, monitor mentions, and gauge customer sentiment.

Social Media Campaign Analysis

As a web analyst, you can analyze the effectiveness of social media campaigns to identify what’s working and what’s not. Analyzing social media campaigns can help businesses determine which campaigns are driving the most engagement, which channels are performing the best, and which strategies need to be improved. By analyzing campaign data, web analysts can also provide insights to help businesses optimize their social media strategies and create more effective campaigns in the future.

Social Media Advertising Optimization

Social media advertising is a powerful tool for businesses looking to reach a larger audience. However, without proper optimization, businesses may not see the returns they expect. As a web analyst, you can help optimize social media advertising campaigns by analyzing data, identifying trends, and tweaking strategies. Optimization can involve targeting specific audiences, optimizing ad placements, and adjusting messaging to better resonate with the target audience.

Social media is a crucial part of any digital marketing strategy, and web analysts have a significant role to play in ensuring its effectiveness. By focusing on areas such as social media metrics and KPIs, listening and monitoring strategies, social media campaign analysis, and social media advertising optimization, web analysts can help businesses stay ahead of the curve in a fast-paced digital environment.

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.css-1qrtm5m{display:block;margin-bottom:8px;text-transform:uppercase;font-size:14px;line-height:1.5714285714285714;-webkit-letter-spacing:-0.35px;-moz-letter-spacing:-0.35px;-ms-letter-spacing:-0.35px;letter-spacing:-0.35px;font-weight:300;color:#606F7B;}@media (min-width:600px){.css-1qrtm5m{font-size:16px;line-height:1.625;-webkit-letter-spacing:-0.5px;-moz-letter-spacing:-0.5px;-ms-letter-spacing:-0.5px;letter-spacing:-0.5px;}} best practices The skill all powerful storytellers share — and why it’s more important now than ever

by TED Masterclass Team • September 30, 2021

To be human is to tell stories. Stories are how we make sense of the world and share our ideas, passions, and unique perspectives. This TED-Ed video shares how presentation literacy, a skill to improve public speaking, can transform storytelling into your superpower.

An impactful story stays with your audience long after you’ve told it. For thousands of years humans have shared stories that ignite a “spark” in their audience and evoke a sense of empathy, trust, and connection. Listeners pass powerful messages along, spreading interesting ideas and stories far and wide.

The importance of presentation literacy

While storytelling remains as critical as ever, the qualities of an impactful story have had to evolve to continue to captivate in our modern world. As the speed at which information and headlines are shared has accelerated, the average attention span has been reduced to just eight seconds . Eight seconds! In our current media environment it now requires more than words to captivate people. This is where presentation literacy comes into play.

Touted as “ a core skill of the 21st century ”, presentation literacy can be a critical skill to leverage in your career. It requires us to create a compelling story that engages the audience’s other senses too, using high-resolution pictures, videos, or music. Often, it’s a combination of all of the above in addition to words, spelled out and spoken, that make a story truly shine.

In mastering presentation literacy, a storyteller ushers in a clear vision, replete with supplementary audiovisual cues to convey a message or, perhaps, convince others of it. While honing presentation literacy is immensely rewarding, the idea of putting it to practice on the stage can be terrifying to many people .

What presentation literacy can teach you

Many powerful speakers have struggled with stage anxiety. Even some acclaimed TED speakers, as shared by TED curator Chris Anderson , aren’t exempt from this: Monica Lewinsky thought she wasn’t worthy of a spot on the TED stage; Jacqueline Novogratz resisted public speaking in her younger years; and even Elon Musk wasn’t reputed as a “public speaker.” And yet, their TED Talks have been collectively viewed over 60 million times.

These speakers were able to cast aside their insecurities to tell a story that they wanted others to hear. And as a result, they have amassed millions of views and received critical acclaim among their colleagues and many of those who’ve listened to their Talks.

Mastering public speaking and presentation literacy isn’t just limited to speaking onstage. The skill is also valuable in your everyday life. It can teach you how to communicate with others effectively, articulate your ideas clearly, and speak with confidence, whether to colleagues, new acquaintances, family, or friends.

Innovating storytelling

Technology has opened up avenues that allow us to tell our stories in myriad ways. Anderson explains, “we live in an age where you don’t have to be able to speak to thousands of people at a time to have an outsized impact. It could just be you talking intimately to a video camera, and letting the Internet do the rest.”

The hardest part is plucking up the courage to try. We’re ready when you are: To learn how to hone your presentation literacy skills and master public speaking, visit our website, TED Masterclass . Our course guides you through the storytelling process, so you can present your most pressing ideas clearly, concisely, and impactfully.

© 2024 TED Conferences, LLC. All rights reserved. Please note that the TED Talks Usage policy does not apply to this content and is not subject to our creative commons license.

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From Good to Great: Elevating Your Presentation Skills

Obi Nwokedi

This is a quick take on another critical skill for business analysts and other professionals in product development. As you create your deliverables you always need to keep it at the back of your mind that you may need to present it to someone at some point. Presentation skills are essential for effectively communicating our findings, ideas, recommendations and proposals to stakeholders.

With most peoples schedules, and decreasing interest in reading loads of text and bullet points, I’ve learned to keep my presentations short and visual. There are loads of sites where you can download really great presentation templates to add that extra kick to your presentations.

“The audience are likely to remember only three things from your presentation or speech” ― Stephen Keague, The Little Red Handbook of Public Speaking and Presenting

Getting your Presentations Right

Here are some key points to consider when preparing and delivering presentations:

• Know your audience : It’s important to tailor your presentation to your audience. Consider their needs, goals, and level of expertise. This will help you choose the right tone, level of detail, and type of content to include.
• Use visual aids : Visual aids, such as…

Written by Obi Nwokedi

UK Business Analyst Consultant and Mentor. Let’s Connect: https://www.linkedin.com/in/obinwokedi/ Join our new community: https://nas.io/theBAHub/feed/hnef

Text to speech

Top 12 Web Analyst Skills to Put on Your Resume

In today's digital-driven world, web analysts play a pivotal role in shaping the strategic direction of businesses by interpreting vast amounts of data. Crafting a resume that highlights your proficiency in essential web analyst skills is crucial for standing out in the competitive job market and securing your next role.

Web Analyst Skills

• Google Analytics
• Adobe Analytics
• A/B Testing

1. Google Analytics

Google Analytics is a web analytics service offered by Google that tracks and reports website traffic, providing insights into user engagement, behavior, and conversion metrics, essential for web analysts to optimize website performance and marketing strategies.

Why It's Important

Google Analytics is crucial for a Web Analyst because it provides comprehensive data on website traffic, user behavior, and engagement metrics, enabling informed decisions to optimize website performance and enhance user experience.

How to Improve Google Analytics Skills

Improving Google Analytics involves optimizing data accuracy, enhancing tracking capabilities, and leveraging advanced features for insightful analysis. Here are concise steps for a Web Analyst:

Filter Internal Traffic : Exclude internal IP addresses to ensure data accuracy. Google's guide has details on filtering out internal traffic.

Set Up Goals and Events : Track important user interactions by setting up Goals and Events to understand user behavior better.

Implement Enhanced Ecommerce : For e-commerce sites, use Enhanced Ecommerce to gain detailed insights into shopping behavior and product performance.

Use Google Tag Manager : Simplify and manage tracking codes through Google Tag Manager , allowing for easy updates and deployment of new tags without editing site code.

Leverage Custom Dimensions & Metrics : Customize Google Analytics to your specific needs by using Custom Dimensions and Metrics for deeper data analysis.

Audit and Cleanse Data Regularly : Regularly check your Google Analytics setup and data for discrepancies or errors. Tools like GA Checker can help automate this process.

Utilize Segmentation : Apply Advanced Segments to analyze specific subsets of data and gain deeper insights into user behavior.

Stay Updated with Google's Changes : Google constantly updates its Analytics platform. Follow the Google Analytics Blog for the latest features and best practices.

Invest in Learning : Improve your Google Analytics skills through courses and certifications available on Google Analytics Academy .

Apply Attribution Modeling : Use Attribution Models to understand the value of different marketing channels and their contribution to conversions.

Adhering to these practices will significantly enhance the effectiveness of Google Analytics for data-driven decision-making.

How to Display Google Analytics Skills on Your Resume

SQL (Structured Query Language) is a programming language used for managing and manipulating relational databases, enabling a Web Analyst to retrieve, insert, update, and delete data to analyze and report on web metrics and user interactions.

SQL is essential for Web Analysts as it enables efficient data extraction, manipulation, and analysis from databases, crucial for generating insights, understanding user behavior, and driving data-driven decision-making.

How to Improve SQL Skills

Improving your SQL skills as a Web Analyst involves understanding and applying best practices to efficiently query and manipulate data. Here are concise tips with inline linking for further exploration:

Understand Database Schema : Know how your data is structured. W3Schools SQL Tutorial offers a good starting point.

Practice Basic to Advanced SQL Queries : Start with SELECT, INSERT, UPDATE, DELETE, and then move to more complex queries involving JOINs, subqueries, and window functions. Mode's SQL Tutorial is excellent for practicing real-world scenarios.

Use Aggregate Functions for Data Analysis : Learn to use COUNT, SUM, AVG, MAX, and MIN to perform data analysis efficiently. SQL Aggregate Functions can guide you.

Optimize SQL Queries for Performance : Understand indexing, query execution plans, and how to avoid common performance pitfalls. The Use The Index, Luke! guide is a great resource.

Learn to Handle Data from Multiple Sources : Master the art of using JOINs and UNIONs to combine data from different tables and databases effectively. SQL Joins on W3Schools provides clear examples.

Explore Analytical Functions for Complex Analysis : Window functions and CTEs (Common Table Expressions) can simplify complex analyses. PostgreSQL Tutorial on CTEs offers clear explanations and examples.

Practice Writing Clean and Efficient Code : Adopt best practices like using aliases, commenting your code, and formatting your queries for readability. SQL Style Guide by Simon Holywell offers guidelines for writing readable SQL code.

Stay Updated and Keep Practicing : SQL evolves, and new features are added. Platforms like HackerRank and LeetCode offer challenges that can help sharpen your skills over time.

By following these tips and exploring the linked resources, you'll be on your way to significantly improving your SQL skills as a Web Analyst.

How to Display SQL Skills on Your Resume

Tableau is a powerful data visualization tool used by Web Analysts to analyze, visualize, and share insights from web data, enabling informed decision-making and reporting.

Tableau is important for a Web Analyst because it enables efficient data visualization and analysis, facilitating the extraction of actionable insights from web metrics and user behavior data to inform decision-making and optimize web performance.

How to Improve Tableau Skills

Improving Tableau skills, especially for a Web Analyst, focuses on harnessing data visualization, analytics, and integrating web data effectively. Here are concise steps with resources:

Master Tableau's Fundamentals : Start with Tableau's own Training Videos to understand the basics thoroughly.

Learn Advanced Data Visualization Techniques : Enhance your skills by learning advanced visualization techniques. A great resource is the book “The Big Book of Dashboards” , providing insights into effective visualizations.

Incorporate Web Data Sources : Understand how to integrate web analytics data (e.g., Google Analytics) by using Tableau's Web Data Connector to analyze web performance directly.

Participate in Makeover Monday : Engage in the Makeover Monday community project to practice your skills and learn from the global Tableau community.

Utilize Tableau Public : Publish your visualizations on Tableau Public to receive feedback and learn from others.

Stay Updated with Tableau Blogs : Follow the Tableau Blog for the latest tips, tricks, and updates.

Join Tableau User Groups : Connect with other professionals through Tableau User Groups to share knowledge and best practices.

By consistently practicing and engaging with the community, you can significantly improve your Tableau skills relevant to web analytics.

How to Display Tableau Skills on Your Resume

Python is a versatile, high-level programming language widely used in web analytics for data analysis, automation, and reporting due to its simplicity and powerful libraries.

Python is important for a Web Analyst because it offers powerful data analysis and visualization libraries (like Pandas and Matplotlib), supports automation of data collection and processing tasks, and enables efficient manipulation of large datasets, significantly enhancing the accuracy and insights from web analytics.

How to Improve Python Skills

Improving your Python skills as a Web Analyst involves focusing on data manipulation, web scraping, data analysis, and visualization libraries. Here are concise steps with resources:

Master Fundamental Concepts : Ensure a strong grasp of Python basics. Automate the Boring Stuff with Python is a great resource.

Learn Data Manipulation : Familiarize yourself with pandas for data manipulation. Pandas Getting Started tutorials are very helpful.

Web Scraping : Learn to extract data from websites using Beautiful Soup and requests. Real Python's Web Scraping Guide is a practical start.

Data Analysis and Visualization : Improve your skills in analyzing data and visualizing your findings using libraries like Matplotlib and Seaborn. The Python Graph Gallery offers great examples.

Learn Flask or Django : For web analytics, understanding how to build simple web applications for dashboards can be useful. Flask is simpler and quicker to learn for beginners. Start with the Flask Mega-Tutorial .

Practice with Projects : Apply your skills in real-world projects. Websites like Kaggle offer datasets and challenges that can sharpen your data analysis and machine learning skills.

Stay Updated : Python and its libraries are constantly evolving. Follow resources like PyCoder’s Weekly for the latest in Python.

Join Communities : Engage with other Python developers through communities like Stack Overflow and Reddit’s r/Python .

In summary, improving your Python skills requires a blend of learning foundational concepts, applying them in projects, and staying engaged with the Python community.

How to Display Python Skills on Your Resume

5. JavaScript

JavaScript is a programming language used primarily for creating interactive and dynamic content on websites, enabling functionalities like form validation, animations, and data updates without page reloads.

JavaScript is crucial for a Web Analyst as it enables dynamic and interactive web content analysis, facilitating user behavior tracking, data collection, and website performance optimization, thereby enhancing user experience and decision-making.

How to Improve JavaScript Skills

To improve your JavaScript skills as a Web Analyst:

Understand the Basics : Get a solid foundation in JavaScript basics. Mozilla Developer Network (MDN) is a great resource.

Learn ES6 and Beyond : Familiarize yourself with modern JavaScript features. ECMAScript 6 Features provides a concise overview.

Practice Coding : Apply your knowledge by solving problems on HackerRank or Codecademy .

Understand the DOM : Learn how JavaScript interacts with the Document Object Model (DOM). JavaScript.info offers excellent explanations.

Explore Frameworks and Libraries : Get to know libraries and frameworks like React or jQuery. Start with the official React documentation or the jQuery Learning Center .

Follow Best Practices : Improve code quality and efficiency. Google's JavaScript Style Guide is a good reference.

Stay Updated : JavaScript evolves quickly. Follow JavaScript Weekly for the latest news.

Analyze and Optimize : Learn to analyze and optimize your JavaScript for better performance. Google Developers have resources on optimizing JavaScript performance.

Use Developer Tools : Master browser developer tools for debugging. Chrome DevTools is a powerful ally.

Participate in the Community : Engage with other developers through forums or social media. Stack Overflow and Reddit's r/javascript are active communities.

By consistently practicing and staying engaged with the JavaScript community, you can significantly improve your skills and stay current with the latest trends and best practices.

How to Display JavaScript Skills on Your Resume

6. HTML/CSS

HTML (HyperText Markup Language) is the standard markup language used to create and structure content on the web, forming the backbone of web pages by defining their layout and basic structure. CSS (Cascading Style Sheets) is a stylesheet language used alongside HTML to design and customize the appearance of web pages, controlling aspects such as layout, colors, and fonts. For a Web Analyst, understanding HTML/CSS is crucial for analyzing website structure, performance, and optimizing user experience.

HTML/CSS is essential for a Web Analyst because it forms the foundation of web content and design, enabling the analyst to understand webpage structure, implement tracking codes, and analyze user interactions effectively.

How to Improve HTML/CSS Skills

Improving your HTML/CSS skills involves a combination of learning best practices, coding regularly, and staying updated with the latest web standards. Here are concise steps with resources for a Web Analyst:

Learn Best Practices : Understand the fundamentals of HTML5 and CSS3, focusing on semantic HTML to improve accessibility and SEO, and mastering CSS for responsive designs.

• MDN Web Docs on HTML
• MDN Web Docs on CSS

Practice Regularly : Apply your knowledge by building small projects or contributing to open source. Platforms like CodePen or GitHub offer spaces to practice and share your work.

Use CSS Frameworks : Learn to use CSS frameworks like Bootstrap or Tailwind CSS to speed up the development process and ensure responsiveness.

• Tailwind CSS

Stay Updated : Web standards and practices evolve, so follow blogs, forums, and news sites dedicated to web development.

• Smashing Magazine

Learn Preprocessors : Dive into CSS preprocessors like SASS or LESS to write more maintainable and scalable code.

Optimize Performance : Understand the importance of optimizing your CSS/HTML for faster loading times, including minimizing CSS and using efficient selectors.

• Google Developers Web Fundamentals

Accessibility and SEO : Make your websites more accessible and SEO-friendly by adhering to web standards and using semantic HTML.

• Web Accessibility Initiative (WAI)
• Google's SEO Starter Guide

By following these steps and utilizing the provided resources, you can substantially improve your HTML/CSS skills and contribute more effectively to your role as a Web Analyst.

How to Display HTML/CSS Skills on Your Resume

Excel is a spreadsheet program used for data analysis, visualization, and manipulation, enabling Web Analysts to organize, calculate, and interpret web metrics and performance indicators efficiently.

Excel is crucial for a Web Analyst because it enables efficient data organization, analysis, and visualization, facilitating the extraction of actionable insights from web analytics data to inform strategic decisions.

How to Improve Excel Skills

To enhance Excel skills for a Web Analyst, focus on:

Advanced Formulas : Deepen your understanding of formulas crucial for analysis, like INDEX(MATCH()) , ARRAYFORMULA , and SUMIFS() . ExcelJet is a great resource.

Pivot Tables : Master pivot tables to summarize large data sets efficiently. Excel Easy offers clear tutorials.

Data Visualization : Improve your ability to create insightful charts and dashboards. Chandoo provides excellent tips and examples.

Power Query : Learn to import, transform, and automate data processing. Microsoft's Power Query Guide is a useful start.

VBA Scripting : Acquire basic Visual Basic for Applications (VBA) skills for automation. Excel Easy offers an introduction to VBA.

Data Analysis Toolpak : Utilize Excel's Data Analysis Toolpak for statistical analysis. Exceljet’s Guide can help you get started.

Remember, consistent practice and applying these skills to your web analytics tasks will help solidify your proficiency in Excel.

How to Display Excel Skills on Your Resume

8. Power BI

Power BI is a data visualization and business analytics tool that enables web analysts to transform data from various sources into interactive dashboards and reports for insightful decision-making.

Power BI is important for a Web Analyst as it enables efficient data integration, analysis, and visualization, facilitating the extraction of actionable insights from web metrics to optimize online performance and decision-making.

How to Improve Power BI Skills

To enhance your Power BI skills as a Web Analyst, focus on:

Master DAX & Power Query : Deepen your understanding of Data Analysis Expressions (DAX) for complex calculations and Power Query for data transformation. Microsoft's DAX Guide and Power Query Documentation are excellent resources.

Utilize Power BI Service : Familiarize yourself with the Power BI Service for sharing reports and dashboards. Explore its collaboration features. Power BI Service Features .

Custom Visuals : Enhance your reports with custom visuals from the Power BI Visuals Marketplace. This can provide better insights and a more engaging presentation. Power BI Visuals Marketplace.

Automation & Advanced Analytics : Learn to automate your reports and integrate advanced analytics. Using Power BI’s REST API and R or Python scripts can significantly enhance your reports. Power BI REST API and Using R and Python in Power BI .

Stay Updated & Community Engagement : Stay updated with new features and best practices by following the Power BI Blog and engaging with the Power BI Community. Power BI Blog and Power BI Community .

By focusing on these areas, you can significantly improve your Power BI skills and bring more value to your role as a Web Analyst.

How to Display Power BI Skills on Your Resume

9. Adobe Analytics

Adobe Analytics is a comprehensive web analytics tool that allows Web Analysts to collect, analyze, and visualize online data to understand user behavior, track website performance, and optimize digital experiences across platforms.

Adobe Analytics is important for a Web Analyst because it provides comprehensive data analysis tools for understanding user behavior, tracking website performance, and optimizing digital experiences, enabling data-driven decisions to enhance business strategies.

How to Improve Adobe Analytics Skills

Improving Adobe Analytics for a Web Analyst involves a multifaceted approach focusing on leveraging its capabilities to the fullest. Here are concise steps:

Master Segmentation: Deeply understand and apply segmentation to analyze specific data slices. Adobe's guide on segmentation can enhance your skills.

Customize Dashboards: Tailor dashboards to focus on KPIs relevant to your goals. Adobe offers insights on dashboard customization .

Implement Data Layers: Ensure a robust and standardized data layer for accurate data collection. This data layer guide from Adobe can be invaluable.

Leverage Analysis Workspace: Master Analysis Workspace for advanced analysis. Adobe’s Analysis Workspace guide provides comprehensive training.

Use Calculated Metrics: Create calculated metrics for deeper insights. Check Adobe's tutorial on calculated metrics.

Stay Updated with Adobe Releases: Adobe constantly updates its features. Keep abreast with the latest through their release notes .

Utilize Adobe Analytics Forums and Community: Engage with the Adobe Analytics community for insights, tips, and solutions. The Adobe Experience League Community is a great start.

Adobe Analytics Training and Certification: Consider official training and certification to deepen your expertise. Explore options on the Adobe Training and Certification page .

By focusing on these areas, a Web Analyst can significantly enhance their proficiency and effectiveness in using Adobe Analytics.

How to Display Adobe Analytics Skills on Your Resume

10. A/B Testing

A/B testing, for a Web Analyst, involves comparing two versions of a web page (A and B) to see which one performs better on specific metrics, such as click-through rate or conversion rate, guiding data-driven decisions for website optimization.

A/B testing is crucial for a Web Analyst because it allows them to empirically compare two versions of a webpage or app feature against each other to determine which one performs better in terms of user engagement, conversion rates, or any other predefined metric, leading to data-driven decisions that enhance user experience and business outcomes.

How to Improve A/B Testing Skills

To improve A/B testing, a Web Analyst should focus on:

Clear Hypothesis Formulation : Start with a clear, testable hypothesis based on data insights or user feedback. Optimizely offers a great guide on formulating hypotheses for A/B tests.

Segmentation and Targeting : Tailor your tests for specific user segments to gain more actionable insights. VWO’s guide on segmentation in A/B testing highlights its importance.

Statistical Significance : Ensure your test results are statistically significant. Use Evan's Awesome A/B Tools for calculating the significance of your test outcomes.

Testing Duration : Run tests for a sufficient duration to capture variations in user behavior. Convert’s Duration Calculator helps determine the appropriate testing period.

Leverage Qualitative Data : Combine quantitative A/B test data with qualitative insights (e.g., user feedback) for a comprehensive understanding. Hotjar can be used for gathering qualitative data.

Iterate Based on Results : Use the learnings from your A/B tests to iterate and refine further tests. Continuous improvement is key.

Avoid Common Pitfalls : Be aware of and avoid common A/B testing pitfalls such as testing too many variables at once or making decisions based on incomplete data. CXL’s guide covers common mistakes to avoid.

By adhering to these principles, Web Analysts can significantly improve the efficacy of their A/B testing efforts.

How to Display A/B Testing Skills on Your Resume

11. SEMrush

SEMrush is a comprehensive digital marketing tool that provides Web Analysts with insights into SEO, PPC, social media, and content marketing, enabling them to analyze website performance, conduct competitive research, and identify optimization opportunities.

SEMrush is important for a Web Analyst because it provides comprehensive tools for SEO, PPC, content, social media, and competitive research, enabling data-driven decisions to optimize website performance and digital marketing strategies.

How to Improve SEMrush Skills

Improving SEMrush for a Web Analyst involves leveraging its comprehensive suite of tools to optimize SEO, PPC, and content marketing strategies effectively. Here are concise strategies:

Keyword Research : Utilize the Keyword Magic Tool to uncover long-tail keywords and questions that can drive targeted traffic. Focus on low-competition keywords with high potential.

Competitive Analysis : Regularly use the Competitive Research Toolkit to monitor competitors' strategies, identify their top-performing content, and discover new opportunities.

Site Audit : Run the Site Audit tool to identify and fix technical SEO issues. Prioritize issues based on their severity and impact on your site's performance.

On-Page SEO Optimization : Apply recommendations from the On Page SEO Checker to optimize content and meta tags for target keywords, improving visibility and rankings.

Backlink Analysis : Use the Backlink Analytics tool to analyze your backlink profile and your competitors'. Develop strategies to acquire high-quality backlinks.

Content Marketing : Leverage the Content Marketing Toolkit to plan, write, and analyze content. Focus on creating content that answers user queries and is optimized for search engines.

PPC Optimization : Use the PPC Keyword Tool to refine your PPC campaigns. Identify underperforming keywords and optimize ad copy based on competitive insights.

Training and Updates : Regularly visit SEMrush's Academy for the latest courses and certifications to stay updated on new features and best practices.

By integrating these strategies, Web Analysts can enhance their use of SEMrush, driving improved SEO, PPC, and content marketing results.

How to Display SEMrush Skills on Your Resume

12. Salesforce

Salesforce is a cloud-based Customer Relationship Management (CRM) platform that enables businesses to manage sales, marketing, customer service, and other interactions with their customers in a centralized and scalable way, offering tools for data analysis and integration with various applications and platforms.

Salesforce is crucial for a Web Analyst because it provides a comprehensive platform for managing customer data, analyzing sales trends, and tracking marketing campaigns, enabling data-driven decisions to optimize web performance and improve user engagement.

How to Improve Salesforce Skills

To improve Salesforce for a Web Analyst, focus on these concise strategies:

Data Quality Management : Implement stringent data entry rules and use validation rules to ensure high-quality data. Salesforce's Data Quality Tools offer guidance.

Custom Reports and Dashboards : Utilize Salesforce's Report and Dashboard functionalities to create custom views that align with your specific analytical needs.

Integration with Analytics Platforms : Connect Salesforce with external analytics platforms like Google Analytics for a comprehensive view of customer interactions. Salesforce offers integration solutions for seamless data synchronization.

Salesforce Einstein Analytics : Leverage Einstein Analytics for AI-driven insights and predictive analytics, enabling more informed decisions based on customer data trends.

Training and Certification : Enhance your skills and understanding of Salesforce's capabilities by pursuing specific Salesforce certifications and training tailored to analytics.

AppExchange Tools : Explore AppExchange for third-party analytics tools that can be integrated with Salesforce to extend its analytical capabilities.

By focusing on these areas, a Web Analyst can significantly improve the utility and effectiveness of Salesforce as a CRM and analytical tool.

How to Display Salesforce Skills on Your Resume

Related Career Skills

• Web Project Manager
• Web Content Coordinator
• Web Content Editor
• Web Content Manager
• Web Content Specialist
• Web Application Developer

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Seven tips for giving an engaging and memorable presentation

Effective and memorable presentations should be fun, and informative for the presenters and the learners. Engaging presenters stimulate connections with the audience. Excellent presentations not only provide information, but also give opportunities to apply new ideas during and after the talk to ‘real-life’ situations, and add relevant ‘take-home’ messages. 1 In this article we highlight educational techniques that can be used to enhance the impact of a presentation. Although all these techniques can be incorporated in the modified form into large plenary lectures, we suggest that the ‘think-pair-share’, ‘role-playing’, and ‘flipped classroom’ techniques may be more effective in smaller classroom settings.

Tip 1: Know your audience—before and during your talk

Every audience has a different level of interest, knowledge, and experience. A presentation about asthma should be different when given to patients compared with intensivists. The presenter should have a clear a priori idea of why the learners are coming to this lecture, what may motivate them, and what would be valuable to them . Whenever feasible, an assessment of the audience's needs is helpful for the presenter to focus on meaningful points. Sometimes needs-based assessments are prepared in advance, depending on the lecture or meeting, and this information may be available from the organisers of the meeting. However, if the information is not available beforehand, there are methods for collecting real-time assessments that are themselves engaging to learners. Another benefit of engaging audiences in this way is that an audience response system (ARS) can provide real-time feedback before, during, and after a presentation. 2 ARS can range from low-technology (hand raising), to newer generation ‘iClicker’ devices, or online websites such as Poll Everywhere, which can also be used to collect free-text responses. The audience's responses can help learners reinforce the importance of the topic, and provide a gauge for the presenter to customise subsequent information. Furthermore, research has shown that incorporation of multiple-choice questions to allow for ‘test-taking’ is an effective way of solidifying new knowledge. 2 Advantages of web-based ARS programs are that they are free, user-friendly, and accessible by various mobile devices. The potential disadvantages are reliability of Wi-Fi or cell phone carrier connectivity in a lecture theatre. In the absence of connectivity, an invitation to raise hands can engage participants, although without anonymity.

Tip 2: Tell a story

Stories connect people. A story that is personal to the speaker can evoke memories that are relatable and add concrete meaning to the presentation. 3 Consider starting your presentation with a story that shows why the topic is important to you. In addition, stories focus the audience on the speaker, rather than a slideshow. Even when the stories are not based on personal experiences, they can invoke learners to imagine themselves in similar situations applying knowledge to solve a problem. Descriptions of clinical cases that focus on initial presentations of patients allow learners to imagine seeing that patient and stimulate critical thinking. Experiencing the case vicariously makes the learning more memorable.

Tip 3: Trigger videos

Trigger videos are short (ideally 30 s to 3 min) audiovisual clips that represent a case or problem. Videos can be created using a handheld video recorder or smartphone, and edited using movie-editing software. Alternatively, videos can be found online and incorporated into presentations with appropriate attributions. Chosen well, trigger videos can present a thought-provoking dilemma that encourages discussion and debate. 4 They can alter the dynamics of a presentation. Success requires careful linking or embedding the videos into the presentation, making sure they play on the computer and projector, and confirming appropriate loudness of the audio settings.

Tip 4: Think-pair-share

When introducing a novel concept to a small group, consider using the ‘think-pair-share’ technique. In this technique, learners first think quietly about the challenging idea, then pair with neighbours to discuss, and then share their collective thoughts with the audience. 5 This technique gives the audience time to pause, think, and reflect on educational content. Encouraging the audience to come to work with the knowledge in a collaborative way incorporates experiential learning into your presentation. To be successful, allow for extra time in the presentation, ensure the audience's seating arrangement is conducive to small conversations, and display summarised ideas for referencing throughout the presentation. 5 , 6

Tip 5: Role play

When presenting an abstract concept that is controversial or thought-provoking, the use of scripted actors can be helpful. Both exemplary and poor examples can be demonstrated for topics such as obtaining informed consent, speaking up about safety concerns, or giving difficult feedback. Similarly, small group role-play can allow audience members to practice and experiment with actions and language with their peers. 7 The instructor should introduce the exercise in a way that helps assure psychological safety among learners, with an emphasis on deliberate practice rather than perfect performance.

Tip 6: ‘Flip’ the classroom

In situations where homework is assigned, consider ‘flipping’ the classroom experience where work is prepared by the learners before the teaching session. Preparatory work can comprise reading material or watching videos of lectures or demonstrations. This allows for more active collaborative learning, for example learners can solve a diagnostic challenge together, debate the pros and cons of a controversial topic, or practice skills. 8 The classroom experience is enriched by the interaction of many learners, rather than the perspective of a single presenter.

Tip 7: Applying the ‘take-home message’

Many are familiar with the framework of ‘ tell them what you are going to say, say it, and then summarise what you just said. ’ We advocate an additional component in the conclusion, where learners are challenged to commit to a change in their behaviour as a result of something they just learned: ‘ What is something you can do differently and better tomorrow or with your next patient as a result of this presentation? ’ Incorporating this question in the evaluation of a presentation can help facilitate behaviour change by having the learners write an example. Similarly, incentives can be offered for behaviour change: ‘ We have your email addresses, and with your permission we would like to follow-up with you in 2 weeks to see if you have any stories to share about applying this new information. We'll be collecting the responses and having a raffle to select one person to receive a gift card... ’ Not only does this provide an incentive to experimentation, but it also gives valuable and often heart-warming feedback to the presenter.

Dynamic educational techniques increase the engagement of the audience. We emphasise the importance of connecting with the learners and obtaining a commitment to apply the new knowledge for change and improvement. The extent to which these techniques are used will depend on the level of audience expertise, time constraints, and access to audiovisual aids. When used, they can result in a more memorable experience for both learners and presenters.

Declaration of interest

The authors declare that they have no conflicts of interest.

Biographies

Christine Mai MD MS-HPEd is assistant professor of anesthesia at Harvard Medical School and program director of the Pediatric Anesthesia Fellowship at Massachusetts General Hospital. Her clinical and research interests are in simulation education and graduate medical education.

Rebecca Minehart MD MS-HPEd is assistant professor of anesthesia at Harvard Medical School and program director of the Obstetric Anesthesia Fellowship at Massachusetts General Hospital.

May Pian-Smith MD is associate professor of anesthesia at Harvard Medical School and director of quality and safety for the Department of Anesthesia, Critical Care and Pain Medicine at Massachusetts General Hospital.

Matrix codes: 1H02, 2H02, 3J02

Web Analyst Job Description, Key Duties and Responsibilities

This post provides complete information of the job description of a web analyst to help increase your knowledge of the duties, tasks, and responsibilities of the role in most organizations.

It also highlights the requirements most employers of web analysts commonly set for applicants for the position to meet to be accepted for employment. Please, read on:

What Does a Web Analyst Do?

The web analyst is responsible for extracting data, compiling reports, and creating procedures for data management; data analysis, web projects, data integrity and Web server security.

They are responsible for leading web analytics engagements, communicating with client, implementing support and data analysis, and proffering recommendations for improving web performance.

They are responsible for the Audit, implementation, and management of digital tag management platform, including web analytics and marketing programs using Tag Management System (Tealium).

The web analyst job description also entails creating custom scorecards based on site goals to measure website performance.

They also analyze offline data and web analytics data to evaluate site performance.

They are responsible for analyzing and documenting key drivers of website performance, including the impact of online marketing tactics, site changes, and events.

They seek out underperforming areas of a site and also identify opportunities to improve the site.

The web analyst work description also involves monitoring performance for all key indicators through the design and creation of daily, weekly, monthly, and yearly digital dashboards.

It also includes driving ongoing improvements to available analytics.

Web analysts also assess the performance of marketing programs through the design and analysis of research initiatives targeted at answering specific questions about marketing programs, customer behavior or other business initiatives.

They utilize various analytics tools to track, report, and analyze customer trends, visitor behavior, and frequently purchased items.

They also ensure that data standards and processes are adhered to and maintained for ongoing and accurate tracking.

To work as a web analyst requires a Bachelor’s degree. It also requires strong analytical, statistical, and advanced computer skills; interpersonal, communication, and strong organizational skills to perform the job successfully.

Web Analyst Job Description Example/Sample/Template

The web analyst performs various functions, including carrying out trend and data reporting, analyzing online marketing acquisition strategies and website visitor behavior and experiences, as well as exploring new opportunities.

The key tasks, duties, and responsibilities that usually form the web analyst job description are listed below:

• Responsible for analyzing web development and maintenance costs
• Manage budget allocation for software purchases and equipment
• Provide input into new equipment and new technologies purchase decision
• Responsible for creating presentations and reports when needed
• Be regularly updated on business results, industry standards, strategies, and best practices
• Provide support for digital platform product evolution from insights gained from analyzing online customer micro-moments or micro-interactions with digital properties
• Apply comprehensive views of online consumer behaviors through quantitative (online), and qualitative (voice of customer, usability, etc.) metrics to support product team
• Utilize current digital, customer, and market trends to identify digital product growth opportunities
• Responsible for infusing consumer knowledge in managing the digital product development lifecycle
• Responsible for developing easy-to-understand, error-free, and timely deliverables aimed at influencing website/app behavior, and increasing website conversion rate optimization
• Identify new processes to improve on the organization’s current deliverables and add value to the digital platform.

Web Analyst Requirements – Skills, Knowledge, and Abilities for a Successful Career

If you are seeking the job of a web analyst, employers will expect you to satisfy certain requirements, including possessing specific skills, abilities, and experience that will enable you to be effective in performing the web analyst duties and responsibilities before you are hired.

Here are major web analyst requirements individuals seeking the role may be expected to meet:

• Education: Applicants for the web analyst job are expected to have a Bachelor’s degree in Statistics, Economics, Mathematics, or Marketing research, or an analytical related field. Having advanced degree (Master’s or MBA) is an added advantage to the applicant
• Knowledge: They must be able to perform quantitative analysis on digital products or digital marketing. They also need to have a working knowledge of web analytics tools such as IBM Digital Analytics (formerly Coremetrics), Adobe Analytics (formerly Omniture Sitecatalyst), Google Analytics, and Localytics
• It is also essential that they have experience with leading testing tools including Adobe Target, Maxymiser, Monetate, Optimizely, etc. Applicants may also be required to have some experience leveraging tag management solutions (Tealium, Adobe DTM, Ensighten, etc.) to deploy digital analytics platforms
• They may also require experience using analytics to understand digital consumer behavior and identify opportunities to accelerate growth, as well as experience using JIRA and working within Agile development environments
• Interpersonal skills: It is important that they have a natural ability to influence and lead engagement
• Statistical skills: They must be able to perform data analysis and apply knowledge of statistical concepts such as regression, significance testing, etc.
• Organizational skills: The web analyst job requires managing multiple and competing demands/projects; hence, it is important for applicants to be highly organized individuals
• Flexibility: The digital landscape is a rapidly changing one, so it is vital that applicants have good understanding of the current digital product landscape, particularly iOS and Android apps, and can readily adapt and champion for change
• Analytical skills: They require high level analytical skills and solid business acumen. This is important for them to effectively prioritize and make a distinction between required vs. nice-to-have. It is also crucial for making accurate and thoughtful decisions, as well as strategic recommendations on the basis of findings from analysis
• Detail orientation: They must pay meticulous attention to detail and consider all information required to understand and measure website performance
• Computer skills: They require advanced skills in Excel, and the ability to work with querying relational databases (SQL, etc.) to analyze large structured and unstructured datasets
• Communication skills: They require great written and oral communication skills for content writing, creating reports, and making effective presentations.

If you are an employer recruiting for the position of web analyst, you will need to write and post a description of the position to properly inform prospective applicants about the duties and responsibilities of the job.

You can craft a perfect description of the web analyst role in your company by applying the sample job description presented above as a template. You sure will be able to attract the right people you are looking for, who will be effective on the job.

This post is equally helpful to people who are interested in getting into the web analyst career to gain the needed knowledge about the duties and responsibilities of the role. With this knowledge, they can decide if being a web analyst is the right career choice to take.

Did you find this post beneficial in learning about what web analysts do? Please, make a comment in the box below. Do also share your job description if you work as a web analyst .

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