Does this open new doors for marketing agencies? You bet! But with the spotlight on technology, the wizard behind the curtain is exposed now more than ever. And herein lies both opportunities and challenges for digitally-minded business analysts.
- Adding more hours to the project when timelines and budgets are tight
- Adding more people to meetings when streamlining is the goal
- Creating additional documentation that isn’t engaging
BA in Non-Marketing Industry
|vs.||BA in Digital Marketing Agency|
|Traditional companies may have fairly standard 40-hour work weeks||Agency work can be seasonal and a free/busy period over the course of the year looks like a roller coaster, so BAs may work longer hours during busier times|
|Processes, methodologies, deliverables, and templates are likely to be corporate or department standards||Processes, methodologies, deliverables, and templates vary based on the type of project, team dynamic, and client expectations|
|Project work is recorded on a timesheet, but not necessarily invoiced to another department||Project work is invoiced to clients, so BAs strive to be highly billable each week|
|Business requirements are a standard part of most projects and initiatives||Business requirements are only part of larger projects|
|Business requirements primarily reflect higher level business objectives, goals, and impacted processes||Business requirements often serve as high level functional requirements, as much of the business need is derived from functionality|
|Functional requirements are usually documented in SRS (software requirements specification)||Functional requirements are usually depicted in Annotative Creative documents or user stories|
|Functional requirements primarily reflect how the application or system will work in a desktop/laptop environment||Functional requirements must reflect how the site will perform in a responsive environment across multiple device types, sizes, and versions|
|BAs work with business and technology to communicate requirements||Communication with clients are often handled through client service reps|
|Projects last several months to several years||Projects last several weeks to several months|
|Project partners tend to center on business domain and IT roles||In addition to business and IT roles, project partners include Strategy, Creative, UX, and Research|
The world of digital marketing offers a new twist to BA work and is both exciting and challenging. The most effective BAs will be those who can think as change leaders—providing clarity and transparency—becoming the single source of truth for projects.
Resource is the country’s largest independent, digitally led agency. Resource empowers consumers and delivers results through creativity, technology, and content.