2nd Annual Analytics Career Panel Set

On Monday, Nov. 11, Otterbein University's Center for Career Planning will host an analytics career night featuring a four-person panel. The event will start promptly at 6 p.m. in Roush 114.

Panelists include:

  • Elizabeth "Smalls" Eckels - Presently, Elizabeth serves as a senior level web analyst for Abercrombie & Fitch. She broke into the analytics profession at Education Management Corporation, focusing on lead generation. Since then, she has expanded her focus to include both content and ecommerce sites by working at Tween Brands, and as an independent consultant for companies such as RollingStone.com, USmagazine.com, and LiveMixtapes.com. In 2013, she was presented with the DAA's Rising Star award. Elizabeth earned her bachelor's degree with honors at Kent State University, majoring in Finance with minors in both Marketing and Psychology.
  • Angela Robley - Currently, Angela serves as an analyst for RevLocal. She graduated from Otterbein University with a bachelor's degree in marketing.
  • Kyle Rudy - Currently, Kyle serves as senior analyst for Resource, where he has worked for almost two years. Previously, he spent three years as a digital marketing analyst with Lastar. Kyle completed his BA in Marketing at the University of Dayton.
  • Tim Wilson - Currently, Tim works for Web Analytics Demystified, a full-service digital analytics consultancy that created both Web Analytics Wednesday and Analysis Exchange to grow and strengthen the digital analytics community. Previously, he served as the Director of Measurement and Analytics at Resource Interactive, where he has worked for 3 years with a range of consumer brands, including HP, P&G, Limited Brands, and Nestle Purina. He also worked at Nationwide Insurance, Bulldog Solutions (a B-2-B marketing agency), and National Instruments. Tim has 11 years of professional experience in the analytics profession. He graduated with a degree in Art and Design (Architecture) from MIT and completed his MBA at the University of Texas.

The schedule of events follows:

  • 6 - 6:40 p.m. - Panelists discussion of what managers look for in an intern or entry-level hiring decisions, how to get a job in the web analytics industry, and how to get your first promotion.
  • 6:40 - 7 p.m. - Question and answer from the audience (i.e., students)
  • 7 - 7:30 p.m. - Reception

No set definition of web analytics exists. McFadden (2005) defines web analytics as

the collection, analysis and reporting of Web site usage by visitors and customers of a web site to better understand the effectiveness of online initiatives and other changes to the website in an objective, scientific way through experimentation, testing, and measurement.

This website explains the various terms associated with web analytics.

Broadly, though, web analytics remains a branch of marketing analytics, which is defined here as managerial-oriented recommendations supported by analyses of customers' needs and wants, competitors' market offerings, the company's current and potential market offerings, and the conditions of the market. That is, using qualitative and quantitative research methods, a firm can gain competitive advantage through measurement and corresponding analysis to achieve, ultimately, superior financial performance. In this sense, analytics becomes a form of market orientation.


McFadden, C. (2005). Optimizing the Online Business Channel with Web Analytics [blog post]. Retrieved October 5, 2010 from http://www.webanalyticsassociation.org/members/blog_view.asp?id=533997&post=89328 &hhSearchTerms=definition+and+of+and+web+and+analytics

Davenport, T. H., & Harris, J. G. (2007). Competing on analytics: The new science of winning. Boston, MA: Harvard Business School.

Hunt, S. D. (1999), "A general theory of competition: Resources, competences, productivity, economic growth. Thousand Oaks, CA: Sage.