[sdoering]

Not OP, but in the end it comes down to :

1.: No - but you need people understanding your business and GA as well as being able to implement additional tracking events via Google Tagmager (for example) to be able to answer questions like: What percentage of our users came via paid social media advertising, viewed a product, added it to the shopping cart, but abandoned the checkout. And how many of them are newsletter recipients so that we might be able to send them a reminder, that they have items in their shopping cart.

2.: No official nomenclature - just deeper data analyst's knowledge to ask the business people the right questions, develop an understanding of what to measure, talk to the developers to have them help provide (if necessary) additional info in a dataLayer structure and implement the necessary tracking events in the tagmanager.

After that said analyst needs to build the necessary dashboards/reports so that management/business can have the initial questions answered.

Data/Web Analytics in a nutshell (and described way reduced).