Information checkedInformation unaudited Information geprüft Information ungeprüft The data whisperer
In a digital world, data plays a crucial and invaluable role. It enables companies to make informed decisions, optimise processes, and gain competitive advantages. This is where data analysts or digital analysts come into play.
To offer a holistic user experience, companies need to understand client needs. To truly understand clients, we must know them, and the only way to achieve that is by collecting data. This data can come from personal conversations, but increasingly, it comes from digital sources.
But how is all this data collected, analysed, and transformed into valuable insights? What legal frameworks must be observed, especially when gathering data from websites, apps, and other digital channels? To address these questions, we spoke with Christian de Cassan, who has been working as a Senior Digital Analyst at LLB since the beginning of the year.
To prepare for our interview, I googled the term “digital analyst." Here's what I found:
Data analytics is the process of gaining insights from collected data. This involves extracting data from various sources using data science techniques and preparing it for further processing. Only then can the data be analysed. The insights gained from this process are used to make better decisions within companies and to identify opportunities for optimisation.
That's a good summary, but I'd like to elaborate on the difference between a data analyst and a digital analyst. A data analyst primarily focuses on analysing data from various sources, while a digital analyst's role includes an additional component. Beyond just analysing data, I am also responsible for how data is collected in the digital space. This involves setting up the entire structure for data collection, whether on websites or in apps. To achieve this, I work closely with web and app developers to ensure we have a fully functional measurement system. I analyse data based on the customer journey – tracking the phases our clients go through on our website, for example – and ensure we have the relevant information needed to achieve our goals.
You can think of it like creating a survey. You need to carefully consider what questions to ask beforehand to ensure you gather the information you need.
How would you explain your job to a five-year-old child?
Good question – I would probably explain it with an example. I'd take a tablet, open an app, and when the child clicks on something, I'd show them that I can now see they clicked on it. This way, I can also see what people are doing on a website, like when 50% of users click on a certain button.
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Is digital analyst a new job profile?
This profession has probably been around for about fifteen years, but not in the form we see today. It has evolved significantly, shaped by digitalisation and the sharp increase in digital advertising budgets. Systems had to be developed to collect the necessary data. There is no standardised training or formal course for this profession – everything is learned on the job.
I started at an agency in 2016 with little specialist knowledge – there were just three of us. When I left the agency in 2023, our team had grown to 13 members. This growth highlights how important our profession has become.
You've talked a lot about collecting and gathering data, and there are many people who are afraid of exactly that. How do you feel about it?
Yes, I can understand that concern. In Europe, we have regulations like the General Data Protection Regulation (GDPR), which some people feel might go too far. However, it's important that we give everyone the option to opt out of being measured if they don't want to be.
Basically, it’s important to understand that as an analyst, I’m not interested in the fact that a specific person clicked on something. What interests me more is how many people clicked on what, what characteristics (e.g., location) they have, or through which channel (e.g., Google Ads) they arrived at the website.
So I can reassure you: GDPR rightly imposes strict regulations on what data can be collected and how it may be used. There used to be a “Wild West” on the internet – we could do almost anything, even things that weren't really necessary. Fortunately, those days are behind us.
And perhaps we can also visualise it. I like to use the painting “La Trahison des Images” by the Belgian painter René Magritte. The picture shows a pipe with the inscription “Ceci n'est pas une pipe” (This is not a pipe).
The picture is meant to make viewers question reality. After all, the image isn’t actually a pipe – it’s a depiction of a pipe. This is exactly how you can imagine our work: we are only creating a picture.
What do you consider when creating a data concept?
I never start with the data; I first need to understand the goal and what kind of data structure is required to measure the achievement of that goal. The possibilities are closely tied to the specific website and its objectives. There are some things I can't measure, or at least not in the level of detail we might desire.
Can you provide specific examples from LLB?
I am currently involved in several projects. Let's take the wiLLBe app. We aim to standardise the measurement across platforms because wiLLBe isn't just an app; it also has a website and is available in the app store.
Another project involves the harmonisation of digital advertising campaigns running across different channels such as Facebook, our website, Google, and others. Currently, the data from these various channels is stored in separate silos. Our goal is to consolidate this data and relate it to each other. This integration will allow us to optimise the campaigns holistically and increase the return on ad spend (ROAS).
How do you become a data analyst?
There is no typical path or specific training for this profession. I have a master's degree in empirical economics from the University of Zurich. During my studies, I focused on political and behavioural economics, which isn't too far removed from what I do today.
Other than that, I stumbled into the profession. While at university, I worked at a start-up with a digital business model. I had to teach myself many skills because no one else was responsible for the website and analysis.
So, you analyse numbers all day – what do you do to unwind?
I grew up in the city of Zurich, but now I live in the Zürcher Oberland, the countryside outside Zurich – our neighbours are cows and chickens. That alone provides me with a much-needed balance. I love sitting on the balcony and taking in the view of nature.
I also do a lot of sport – I've recently returned to tennis after having to take a break due to a cruciate ligament rupture.
What is a digital analyst?
A digital analyst is an expert who collects, analyses, and interprets digital data to help companies understand and optimise their online performance. They draw from various data sources such as websites, social media, online advertising campaigns, and apps to gather valuable insights into user behaviour and market trends. Leveraging their analytical skills, digital analysts provide strategic recommendations to enhance outcomes and achieve business goals.