Is the Diversifying Role of a Business Analyst a Good News or Bad News for You? 

 April 30, 2022

If you are looking for a business analyst role in the industry, this is the best time to join one. There are not many job titles in the industry that offer such a wide range of working experience in different types of projects and assignments. Typically, business analysts are hired to monitor and report the effectiveness and opportunities associated with the ongoing and planned business operations. But in the last 5 years, there has been a shift in the paradigm, largely due to the rising demand for business data management, reporting, and real-time analysis that have been attributed to strengthening the “data culture” of the organization. When we speak about the data culture, business analyst training is found to be the most important activity in the whole ecosystem that involves working with different types of data, Excel workflows, automation, data mining, and data visualization using Artificial intelligence, machine learning, and text analysis.

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To help such professionals who have made up their minds about joining the big data and AI driven business analysis, in this article, we have offered how diverse the current business analysis market is and how training with business analysts could actually expand the scope of your current jobs and responsibilities in the Big Data market.

What is unique about business analysis in 2022?

For so long, a business analyst would largely take up a job role that would support a business function such as Marketing, Sales, or Market research. But, in recent times, we are seeing a rather refined approach among BA professionals towards more product centric assignments where these analysts have a greater say on what kind of product marketing, customer relationship management, and budgeting strategies an organization should adopt to succeed in the market. For example, a large number of trained market research analysts directly work with the niche integrated marketing communications and social branding teams to report how users, prospects, and partners are responding to advertisements, emails, SMSs, and website content. With sound knowledge in website analytics, marketing attribution, and cohort analysis (Google Analytics, Semrush, SimilarWeb), the marketing analysts have more or less redefined the way businesses look at their customers and design their Go to Market strategies accordingly.

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And, this trend hasn’t influenced just Marketing teams and their analysts, but also similar trends are visible in IT, Finance, Accounts, Production, and so on. In the end, it all boils down to the company culture, dependence on technologies and data science, and decision making prowess of the top management, for which business analysts provide the real deal – the fuel, called data analysis.

Key factors influencing the diversification of business analytics roles

After reviewing hundreds of research papers and statistical reports from the industry, we have arrived at our own conclusion that swathes of data, human creativity, and AI— all these have come together at the right time, right place and in the right quantity to transform the outcome of various types of business analysis.

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Here are the key factors that are influencing business analysis roles and how these also influence the diversity quotient of the work associated with this department.

Content Development

Content is the most critical aspect of doing business. Without website content or sales content, it is impossible to inform customers about products, services, and the purpose of existing in the universe. Whether it’s a for-profit or NGO organization, it is entirely incumbent on the business analysis team to provide the right kind of information to the content development team to publish, distribute and promote content through all the different channels available online or offline. If required, business analysts can also recommend partnering with affiliates and influencers to widen the scope of content marketing. In the end, content development serves informative purposes as well as driving data pipelines from readers and audiences who leave their information in the form of surveys, contact forms, chat messages, email contacts, telephone numbers, house addresses, and so on. Conducting a successful behavioral analysis campaign could take anywhere between 6 to 8 weeks, and in most cases, the certified BA professionals are at the helm of its execution.

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Lead scoring

In sales, lead management is a very important activity. It invariably begins from where marketing lifts its feet from campaigns and passes the data driven analysis of behaviors to sales teams. In lead scoring analysis, sales professionals use insights on the business analysis provided that are provided by certified analysts and BA tool managers. These insights are cues to what efforts and actions it would take from the sales team to convert the prospect ( a soft lead or a warm lead) to a paying customer. Lead scoring works on the basis of a queue strategy that is based on a scoring checklist based on the prospect’s recent activities and engagements with the brand, marketers, or sales manager.

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A simple example of this would be:

  • A reader clicks on a website content for a survey and fills it for an email newsletter opt-in: Marketing Qualified Lead or MQL
  • The reader fills in the opt-in information and opens the email carrying a discount code and invitation to try a product demo – Sales Qualified Lead or SQL
  • A user clicking on a product upgrade or opting for migrating from a free plan to a subscription based plan – Product Qualified Lead

Now, for a small sales team, it would be practically impossible to distinguish between prospects and the different types of leads without having a bird’s eye view of users’ recent journey and touchpoint analysis. Therefore, business analysts are brought to the picture to improve sales intelligence.

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Best business analyst training courses are able to fully justify the resources invested into diversifying careers in the analysis domain. With so much happening in the diversification of business analyst roles, many young professionals are now able to handle these domains, it is a good news that online business analyst courses from top data science companies now emphasize on personality development and human centric training.

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