Depends on the role, the bad roles generally are just that (report monkey and a bit of project management around implementation.) The tooling is either Adobe an

Depends on the role, the bad roles generally are just that (report monkey and a bit of project management around implementation.) The tooling is either Adobe analytics or Google analytics at most companies. There are 3 specialisations as I see it: data, outbound marketing and inbound marketing. Data is to do with the limitations of GA and Adobe. Businesses want to use hit or session level data for segmentation, retargeting, personalisation and all the fancy machine learning stuff. This isn't easy to achieve with out of the box analytics tools so it requires a bit more data processing. Inbound marketing is to do with conversion rate optimisation, SEO and UX. Questions like "is our left hand navigation better or worse than it was before?" aren't super easy to answer in a commercial context. Outbound marketing is to do with return on marketing investment for paid advertising. Attribution modelling is a huge space which is VERY hard to figure out for a business.