NEWS1 November 2011

Analytics body warns of ‘critical shortage’ of pros

North America People

US— The Web Analytics Association (WAA) has warned of a “critical shortage” of qualified digital measurement professionals and has formed a career development task force to address the issue.

Corry Prohens (pictured), the CEO at marketing and web analytics recruitment firm IQ Workforce, has been appointed to lead the task force with the goal of introducing digital measurement as a career path to people working across the technical, analytical and marketing sectors.

As well as targeting workers already in the professional community, the new task force will “reach out” to undergraduate and masters students across the country, the WAA said.

WAA president Peter Sanborn added: “The WAA recognises that a lack of qualified talent is a barrier for many companies to expand and grow their analytics teams, therefore directly impacting their digital marketing success. The new task force will be an excellent resource for students to prepare for a future career in a growing and prospering field.”