What skills do you need to be great at analytics? Whether you’re analyzing website metrics, ad campaign results or social engagement, we’ve identified three critical skills that effective analysts must possess. 1) Visualizing data. You might be able to make sense of raw data in a table. But when reporting your findings to others, charts, graphs and the contextualizing power of design are essential. 2) Using business logic to drive measurement priorities. There is a cult of measurement in the digital sphere. We can measure anything. Everything. But not everything needs to be measured. Choosing what to focus on is critical. And these choices must be driven by business logic and organizational goals. 3) Translating from data to insight. It’s not enough to measure and report mathematical facts. You have to turn numbers into actionable reasons for optimizing your organization’s comms approach. Otherwise, why measure anything?

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