In E-Commerce Times: Some useful thoughts about the process and the needs for expertise. Its never all about the tools:
" ... Considering the large number of tools and wide range of skills necessary to be an effective digital analyst, managers are opting to hire "the best athlete" rather than looking for analysts that have deep skills in a narrow set of tools. The fast-learning, intellectually curious analyst who can understand the business will better serve the needs of the company than an analyst hired simply for specific tool knowledge.... "