Web & Data Analytics salaries: Has there been an increase in 2018?

Have Web & Data Analytics salaries increased in 2018? This week, we are going to focus on each of our ecommerce specialisms, to determine how professionals working in this space are doing when it comes to salaries and opportunities! Using our 2018 ecommerce salary survey & insights report, we are going to look at the highlights of each specialism and will hopefully see some positive changes in the industry!

As the title suggests, we are going to kick off with Web & Data Analytics professionals - this post covers those working in Web Analytics, Data Analytics, Conversion Rate Optimisation, Data Science and Business Intelligence.

Web & Data Analytics salaries by job title

To get a greater idea of Web & Data Analytics salaries in ecommerce, we will first look at the job titles of our respondents and how the average salary ranges have changed.

Web Analytics

• Web Analyst: £30,000 - £45,000 (2017: £25,000 - £40,000)
• Web Analytics Manager: £45,000 - £80,000 (2017: £45,000 - £75,000)
• Lead/Head of Web Analytics: £90,000 - £140,000 (2017: £90,000 - £140,000)

Conversion Rate Optimisation

• Conversion Rate Optimisation Specialist: £45,000 - £60,000 (2017: £45,000 - £60,000)
• Conversion Rate Optimisation Manager: £55,000 - £90,000 (2017: £50,000 - £70,000)

Data Science

• Data Scientist: £45,000 - £60,000 (2017: £50,000 - £60,000)
• Senior Data Scientist: £60,000 - £80,000 (2017: £60,000 - £75,000)
• Head of Data Science: £85,000 - £100,000 (2017: £80,000+)

Data Analytics

• Data Analyst: £30,000 - £55,000 (2017: £35,000 - £50,000)
• Senior Data Analyst: £55,000 - £70,000 (2017: £50,000 - £55,000)
• Data Analytics Manager: £60,000 - £80,000 (2017: £60,000 - £65,000)

Business Intelligence

• Business Intelligence Analyst: £35,000 - £45,000 (2017: £35,000 - £45,000)
• Business Intelligence Manager: £60,000 - £85,000 (2017: £60,000 - £70,000)
• Head of Business Intelligence: £75,000 - £100,000 (2017: £70,000+)

Some positive changes here! Web Analysts have seen the upper end of the average salary brackets increase, as have Web Analytics Manager’s after seeing a decrease in 2017. Meanwhile, Lead/Head of Web Analytics professionals have not seen any change this year.

Data Science professionals have also seen some increases; however, Data Analysts have seen a decrease on both ends of the average salary bracket. Senior Data Analysts and Data Analytics Managers meanwhile have seen phenomenal growth in their average salary brackets! Business Intelligence professionals have also seen growth, particularly Business Intelligence Manager’s and Heads of department!

(Full salary benchmarks across the ecommerce industry can be found in our 2018 report.)

77% saw their Web & Data Analytics salary increase

So, it looks like it has been another good year for Web & Data Analytics salaries! While 80% of our 2017 Web & Data Analytics respondents saw an increase, this isn’t a dramatic drop.

There has been a 1% increase of those who saw their salary remain the same, while 3% saw their salary decrease (2% more than in 2017.) Let’s look at some of the reasons for this, according to our respondents…

• ‘I haven’t been with the company long enough’ – This is the most common reason amongst our Web & Data Analytics respondents. In fact, 48% of these respondents have been in their current roles for less than a year which explains the slight shift over the past 12 months.
• ‘There was no budget for a pay rise.’
• ‘I will receive a pay rise at a later date’ – Not everyone has received a pay rise, though it’s good to see Web & Data Analytics professionals are expecting one at a later date. Let’s take a closer look at expectations for salary changes in 2018.

What are the expected salary changes in Web & Data Analytics this year?

57% of our Web & Data Analytics respondents expect a pay rise in the next 12 months…down from 69% in 2017. 29% expect their salary to stay the same, which corresponds with the 49% of professionals who have been in their role for less than a year – perhaps they feel they need to really make their mark in a role before discussing a pay rise.

14% aren’t sure of how their salary will change in the next 12 months. Let’s look at some of the reasons for those who don’t expect a pay rise or aren’t quite sure…

• ‘Recently promoted, with pay increase negotiated…don’t expect another until next year.’
• ‘I need more time to settle into the role.’
• ‘Brexit!’
• ‘Company performance.’
• ‘Business in challenging circumstances.’