Training
Level of education required
Generally speaking, you’ll need between 3 and 5 years’ higher education, with a background in digital marketing, IT or data analytics. Some companies accept retrained profiles, but integration will be more difficult.
Recommended qualifications
Bachelor’s or Master’s degree in Digital Marketing, IT or Data Science.
Useful certifications to boost your resume :
- Web Analytics certifications (Google Analytics, Adobe Analytics, etc.).
- Tag Management certifications (Google Tag Manager, Tealium…)
- Privacy certifications (RGPD)
Experience
The job can be done right out of school. However, web experience is highly valued, whether in digital marketing or web development. It’s common to see traffic managers, web developers or SEO managers become tracking managers.
Hard skills
Mastery of at least one analytics tool
- There are a number of different tools on the market (Google Analytics, Adobe Analytics, Piwik, Matomo…), but I’d advise you to focus on the leader (Google Analytics 4), as it’s free and widely adopted (market share estimated at 85%).
- Knowledge of web analytics concepts such as attribution, deduplication, conversions…
Mastery of at least one TMS
- Various tools are available on the market (Google Tag Manager, Tealium Adobe Launch, Commander’s Act…), but once again, I’d advise you to focus on the leader (Google Tag Manager), as it’s free and widely adopted (estimated market share of at least 94%).
- You’ll need to be able to set up tags, triggers and variables to capture data
- Be familiar with the data layer and data collection protocols via HTTP requests
Knowledge of web development
- Mastery of HTML
- CSS selectors
- Mastery of Javascript fundamentals
- Understanding of technical web concepts such as cookies, server, client, requests, etc.
Knowledge of standards and regulations
- Compliance with data protection regulations (GDPR, ePrivacy)
- Compliance with tracking devices and consent management (CMP).
Soft skills
Rigor and organization
Ability to set up clear and reliable tracking processes, meet deadlines, manage several projects simultaneously.
Analytical skills
Ability to read, understand and interpret numerical data, formulate hypotheses and solve data collection problems.
Curiosity and willingness to learn
Evolve in a constantly changing field (new laws, platform developments, technological changes).
Communication
Simplify technical concepts, ability to adapt speech to different teams (legal, IT, marketing, etc.).
Team spirit
Collaborate with developers, marketing, design and data teams, among others, to ensure tracking consistency.