Dan Linton

Graduate, UBC Award of Achievement in Web Analytics and Certificate in Web Intelligence

While many people take UBC programs to begin a new career or move up in their existing job, that's not what motivated Dan Linton to first take the UBC Award of Achievement in Web Analytics and then the Certificate in Web Intelligence. Already a senior web analyst at Shaw Communications when he began the first program, Dan enrolled to gain formal accreditation in this rapidly evolving industry. And besides that, Dan adds, "Web analytics just appeals to my inner geek."

Dan started out his career in traditional marketing as a product manager, but his natural interests in the Internet led him towards web marketing. "Before the web analytics program, I already had a good knowledge of web analytics and the technical skills that go with it, but I did gain a lot from the opinions and views of my instructors and student peers. Their outside perspective definitely helped me to understand how analytics was being applied in other types of industries and websites," Dan explains.

Dan had completed the web analytics program in November 2008 when he decided to ladder his knowledge into the web intelligence certificate program by taking additional courses through the University of California, Irvine.

In order to receive a Certificate in Web Intelligence, participants are required to complete the four courses that comprise the UBC Award of Achievement in Web Analytics plus a minimum of two courses offered through UC Irvine Extension, with all courses delivered 100% online. "Before applying to the web intelligence certificate, I participated in an online webinar about the program which gave me more information about it and allowed me to hear career advancement advice from industry leaders," Dan recalls.

"The web intelligence program opened my eyes to more complex data warehousing and web metrics," Dan continues. "I learned how web intelligence fits into the larger scope of business analysis, and found it fascinating how many streams of data collection are combined and analyzed to make business decisions. It can get very sophisticated."

Dan was recently hired by TELUS as a web analyst. "Having the certificate in web intelligence definitely helped me establish credibility with my new employer in regards to my skills and knowledge," says Dan. His analytical nature also comes into play daily at his job. "I really enjoy the ability to measure, test and improve the web properties I'm working on. This type of continual improvement process using web analytics and other data is very rewarding for me."

However, his work is not without its challenges. "As a web analyst, the greatest general barrier I face is shifting an organization's decision-making process to become data-driven. While web analytics can provide a wealth of data and actionable business intelligence, the desire to use that data has to be there," he says.

In addition to his job at TELUS, Dan is also a very active member of the Digital Analytics Association, and sits on three of their committees. "Working on these committees not only allows me to have input on the current and future development of web analytics, it also keeps me at the leading edge of this quickly evolving industry," he says.

If it seems like Dan spends a lot of time in front of his computer, he really does! He confesses, "I know this sounds scary, but just for fun I recently created a blog summary and aggregator website for other web analytics professionals at webanalyticsbuzz.com."

Whether through projects he undertakes in his spare time or through his involvement with industry associations, Dan's found a way to share his education, knowledge and experience in web analytics with others in this rapidly evolving field.

 

Dan Linton

"Having the certificate in web intelligence definitely helped me establish credibility with my new employer."

Find Out More

Read about others who have also taken the Award of Acheivement in Web Analytics:

 

a place of mind, The University of British Columbia

 

UBC CONTINUING STUDIES
Tel: 604.822.1444 | Email
Program Office Locations

Emergency Procedures | Accessibility | Contact UBC | © Copyright The University of British Columbia