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Time for a rebrand: Product analysts become Performance analysts

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The Product analysts are changing their name to Performance analysts.


As well as ‘Product analyst’, we're called a number of other names, most of which don't really describe what we do. The Service Manual calls our role Performance analyst and Digital performance analyst. Other terms used are Digital analyst and Data analyst. It’s confusing.

We are also recruiting soon and wanted a more meaningful title.


Peter Jordan did some research on our name, which he explains in detail on the GDS data blog.


In the job market, many role functions and skill requirements overlap, but on balance, we decided to go with Performance analyst.

In GDS, we focus on understanding user needs and measuring how well our content and services perform in meeting those needs.'Performance analyst gives a better sense of what types of data we work with and where industry trends are going. This brief research showed that the outside world used a variety of titles, but increasingly expect people to work with different data sets.

To make things clearer, especially when we're looking for people to work with us, we have a ‘strapline':

“A performance analyst works with digital and other data sources to derive actionable information and insight for product owners.”

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