Integrators have a division into two types of analysts: business and technical.
For complex web projects it makes sense to do the same. A business analyst is a person who not only interviews the customer, but also helps him formulate his tasks, transforming it into the TOR. Technical analyst, in turn, similar to the architect, but together with the business looks not only the current state and objectives of the system, but also where the system will grow in the future.
In our agency, a business analyst has grown from managers, while a technical analyst has grown from programmers. In our opinion, it is very difficult to get such a person, so listen to what your people want to do.
Analytics is one of the tools for scaling and transition from projects "up to a million" to projects "5-20 million rubles".