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Web Analytics Association Presentation


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Introduction to the Web Analytics Association.
This presentation took place at the Web Analytics Wednesday in Brussels the 18th of April 2007

Published in: Business, Technology
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Web Analytics Association Presentation

  1. 1. Web Analytics Association (WAA) Promoting the Art and Science of Measuring Online Success Presented By: René Dechamps Otamendi WAA Country Manager Belgium
  2. 2. What is Web Analytics? What is Web Analytics?
  3. 3. Defining “Web Analytics” <ul><li>“ Web Analytics is the measurement, collection, analysis and reporting of internet data for the purposes of understanding and optimizing Web usage.” </li></ul><ul><li>~ As defined by the Directors, Co-chairs and Advisory Board </li></ul><ul><li>of the Web analytics Association, August 2005 </li></ul>
  4. 4. State of the Industry - Web Analytics
  5. 5. The Web is a measurable medium <ul><li>How people arrive at a website </li></ul><ul><li>How they navigate a website </li></ul><ul><li>How they find information on a website </li></ul><ul><li>How they value website content </li></ul><ul><li>How they respond to alternative offers </li></ul><ul><li>How they react to email or search marketing </li></ul><ul><li>How they interact with the online buying process </li></ul><ul><li>How they manage online self service </li></ul><ul><li>Etc... </li></ul>
  6. 6. Why an Association?
  7. 7. There are hurdles to overcome: <ul><li>Different methodologies create lack of consistency in nomenclature and standards </li></ul><ul><li>Lack of best practices and common resources </li></ul><ul><li>Lack of education programs </li></ul><ul><li>Misconceptions driving potential legislative restrictions </li></ul><ul><li>Lack of knowledge about the potential value of web analytics </li></ul><ul><li>Over 250 Web analytics positions unfilled </li></ul><ul><ul><li>Professionals are in high demand (Open positions found on </li></ul></ul>
  8. 8. Web Analytics Association: Goals
  9. 9. WAA Mission Statement <ul><li>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 </li></ul><ul><li>To promote an understanding of Web Analytics by disseminating the industry’s best practices, most up-to-date information, and key resources. </li></ul><ul><li>To provide members with a forum where they can share information and resources, and have access to the latest news, events, and special promotions. </li></ul>
  10. 10. WAA Promotes: <ul><li>Awareness of Technology </li></ul><ul><li>Acceptance of Standards </li></ul><ul><li>Understanding of Benefits </li></ul><ul><li>Utilization of Tools </li></ul><ul><li>Education and Career Development </li></ul><ul><li>Web Marketing Success </li></ul><ul><li>Communication within Industry </li></ul>
  11. 11. Web Analytics Association Organization
  12. 12. Web Analytics Association Brings it all Together <ul><li>For Practitioners </li></ul><ul><ul><li>Increase understanding and skill set </li></ul></ul><ul><ul><li>Better ROI for their organizations </li></ul></ul><ul><ul><li>Ability to volunteer and drive direction of industry </li></ul></ul><ul><li>For Vendors </li></ul><ul><ul><li>Participate in the development of standards </li></ul></ul><ul><ul><li>Deeper understanding of customer requirements </li></ul></ul><ul><ul><li>Increase visibility of category and grow the total available market </li></ul></ul><ul><li>For Consultants </li></ul><ul><ul><li>Business opportunities </li></ul></ul><ul><ul><li>Collaboration with a community of interest </li></ul></ul>
  13. 13. Initial Priorities <ul><li>Engage End-Users </li></ul><ul><ul><li>Create a strong base of end-users as members </li></ul></ul><ul><li>Strengthen Educational Tools </li></ul><ul><ul><li>Build an online resource center and develop a plan for creating a certification program curriculum </li></ul></ul><ul><li>Find a Common Language </li></ul><ul><ul><li>Develop a list of standard nomenclature for key metrics </li></ul></ul>
  14. 14. WAA Founding Corporate Members
  15. 15. Committees <ul><li>Advocacy : Jay McCarthy, WebSideStory, Ben Isaacs </li></ul><ul><li>Education : Jim Novo & Raquel Collins, UBC </li></ul><ul><li>Events : Nancy Taffera-Santos </li></ul><ul><li>International : Nick Sharp, WebTrends, Vicky Brock, HBR </li></ul><ul><li>Marketing : Brent Hieggelke, TouchClarity, Robbin Steif, Lunametrics </li></ul><ul><li>Membership : Josh Manion, Stratigent, Loren Hadley </li></ul><ul><li>Public Sector : Tim Hart, Getty Museum & Alex Langshur, Hillwatch </li></ul><ul><li>Research : Amanda Watlington, City Square Consulting, Jim Humphreys, W.L. Gore </li></ul><ul><li>Sponsorship: Dylan Lewis, Visual Sciences & Jeff Eisenberg, FutureNow </li></ul><ul><li>Standards : Jason Burby, ZAAZ & Angie Brown, CoreMetrics </li></ul>
  16. 16. WAA Premiere Corporate Members
  17. 17. What is Web Analytics? The WAA Needs you ! Consider Becoming a Member If you are interested, let us know in the feed-back form!
  18. 18. <ul><li>Thank You! </li></ul><ul><li>René Dechamps Otamendi </li></ul><ul><li>CEO OX2 </li></ul><ul><li> </li></ul><ul><li> </li></ul>