Web Analytics Association (WAA) Promoting the Art and Science of Measuring Online Success Presented By: René Dechamps Otamendi WAA Country Manager Belgium

What is Web Analytics? What is Web Analytics?

Defining “Web Analytics” “ Web Analytics is the measurement, collection, analysis and reporting of internet data for the purposes of understanding and optimizing Web usage.” ~ As defined by the Directors, Co-chairs and Advisory Board of the Web analytics Association, August 2005

“ Web Analytics is the measurement, collection, analysis and reporting of internet data for the purposes of understanding and optimizing Web usage.”

~ As defined by the Directors, Co-chairs and Advisory Board

of the Web analytics Association, August 2005

State of the Industry - Web Analytics

The Web is a measurable medium How people arrive at a website How they navigate a website How they find information on a website How they value website content How they respond to alternative offers How they react to email or search marketing How they interact with the online buying process How they manage online self service Etc...

How people arrive at a website

How they navigate a website

How they find information on a website

How they value website content

How they respond to alternative offers

How they react to email or search marketing

How they interact with the online buying process

How they manage online self service

Etc...

Why an Association?

There are hurdles to overcome: Different methodologies create lack of consistency in nomenclature and standards Lack of best practices and common resources Lack of education programs Misconceptions driving potential legislative restrictions Lack of knowledge about the potential value of web analytics Over 250 Web analytics positions unfilled Professionals are in high demand (Open positions found on Indeed.com)

Different methodologies create lack of consistency in nomenclature and standards

Lack of best practices and common resources

Lack of education programs

Misconceptions driving potential legislative restrictions

Lack of knowledge about the potential value of web analytics

Over 250 Web analytics positions unfilled

Professionals are in high demand (Open positions found on Indeed.com)

Web Analytics Association: Goals

WAA Mission Statement To unite and foster the interests of practitioners, vendors and consultants who use, sell, install, implement, consult, teach, train or benefit from the field of Web Analytics To promote an understanding of Web Analytics by disseminating the industry’s best practices, most up-to-date information, and key resources. To provide members with a forum where they can share information and resources, and have access to the latest news, events, and special promotions.

To unite and foster the interests of practitioners, vendors and consultants who use, sell, install, implement, consult, teach, train or benefit from the field of Web Analytics

To promote an understanding of Web Analytics by disseminating the industry’s best practices, most up-to-date information, and key resources.

To provide members with a forum where they can share information and resources, and have access to the latest news, events, and special promotions.

WAA Promotes: Awareness of Technology Acceptance of Standards Understanding of Benefits Utilization of Tools Education and Career Development Web Marketing Success Communication within Industry

Awareness of Technology

Acceptance of Standards

Understanding of Benefits

Utilization of Tools

Education and Career Development

Web Marketing Success

Communication within Industry

Web Analytics Association Organization

Web Analytics Association Brings it all Together For Practitioners Increase understanding and skill set Better ROI for their organizations Ability to volunteer and drive direction of industry For Vendors Participate in the development of standards Deeper understanding of customer requirements Increase visibility of category and grow the total available market For Consultants Business opportunities Collaboration with a community of interest

For Practitioners

Increase understanding and skill set

Better ROI for their organizations

Ability to volunteer and drive direction of industry

For Vendors

Participate in the development of standards

Deeper understanding of customer requirements

Increase visibility of category and grow the total available market

For Consultants

Business opportunities

Collaboration with a community of interest

Initial Priorities Engage End-Users Create a strong base of end-users as members Strengthen Educational Tools Build an online resource center and develop a plan for creating a certification program curriculum Find a Common Language Develop a list of standard nomenclature for key metrics

Engage End-Users

Create a strong base of end-users as members

Strengthen Educational Tools

Build an online resource center and develop a plan for creating a certification program curriculum

Find a Common Language

Develop a list of standard nomenclature for key metrics

WAA Founding Corporate Members

Committees Advocacy : Jay McCarthy, WebSideStory, Ben Isaacs Education : Jim Novo & Raquel Collins, UBC Events : Nancy Taffera-Santos International : Nick Sharp, WebTrends, Vicky Brock, HBR Marketing : Brent Hieggelke, TouchClarity, Robbin Steif, Lunametrics Membership : Josh Manion, Stratigent, Loren Hadley Public Sector : Tim Hart, Getty Museum & Alex Langshur, Hillwatch Research : Amanda Watlington, City Square Consulting, Jim Humphreys, W.L. Gore Sponsorship: Dylan Lewis, Visual Sciences & Jeff Eisenberg, FutureNow Standards : Jason Burby, ZAAZ & Angie Brown, CoreMetrics

Advocacy : Jay McCarthy, WebSideStory, Ben Isaacs

Education : Jim Novo & Raquel Collins, UBC

Events : Nancy Taffera-Santos

International : Nick Sharp, WebTrends, Vicky Brock, HBR

Marketing : Brent Hieggelke, TouchClarity, Robbin Steif, Lunametrics

Membership : Josh Manion, Stratigent, Loren Hadley

Public Sector : Tim Hart, Getty Museum & Alex Langshur, Hillwatch

Research : Amanda Watlington, City Square Consulting, Jim Humphreys, W.L. Gore

Sponsorship: Dylan Lewis, Visual Sciences & Jeff Eisenberg, FutureNow

Standards : Jason Burby, ZAAZ & Angie Brown, CoreMetrics

WAA Premiere Corporate Members

What is Web Analytics? The WAA Needs you ! Consider Becoming a Member If you are interested, let us know in the feed-back form!

Thank You! René Dechamps Otamendi CEO OX2 www.ox2.be www.webanalytics.be www.WebAnalyticsAssociation.org

Thank You!

René Dechamps Otamendi

CEO OX2

www.ox2.be www.webanalytics.be

www.WebAnalyticsAssociation.org