The presentation discusses the speaker's journey to becoming the Director of the Web Analytics Association Board, including running a social media campaign and proving the "underdog theory". It then provides an overview of WAA's vision, mission and strategic priorities to lead the industry in digital marketing measurement through education, research, and standards development. The remainder of the slides focus on growing WAA membership and participation in upcoming events and committees.

1. Slide 1

2. My Journey to WAA BOD
• My background
– MBA, Univ. of Michigan, 2002-2004
– Pricing Analyst, Dell consumer, 2004-2006
– Senior Marketing Consultant, Dell public segments, 2006-2008
– Senior Web Analyst, Dell consumer online, Aug. 2008-
• The seed planted in Oct. 08 in DC
• Bryan Eisenberg sent me an email…
• Run the campaign with social media
– Linkedin, Blog, WAA interview
– Support from colleagues, friends and families
• “Underdog” theory proves to be true
• It’s a commitment, rather than recognition; after all, WAA
is a member/volunteer driven non-profit organization
Slide 2

3. WAA Vision
The leading authority of excellence in digital
marketing measurement.
WAA Mission
The Web Analytics Association leads and
supports the members by providing quality
education, developing standards and best
practices, conducting research and advocating
for issues that advance the industry
Slide 3

4. Strategic Priority
•Education
•Research
•Standards
•Membership
•Globalization
Tell Us What You Need!
Slide 4

5. WAA Membership
• Three types: professional ($199), academic
($39) and corporate ($3K-$6K)
• Benefits varies but include
– Discounts to Industry Events & Conference
– Networking Opportunities
– Ground-floor Involvement
– Continuing Education
• More member exclusive benefits yet to
come
Join WAA Membership Now!
Slide 5

6. Join a Committee/SIG and
Participate Now!
Slide 6

7. eMetrics Summit
May 3-7, 2009, San Jose
Network
Learn
Optimize
Slide 7

8. Competing on Web Analytics…a
repeating theme
• Depends on operation interpretation and
visualization, not data collection and
reporting
• Managed globally for all processes and
functions, not departmentally or in silos
• Requires continual monitoring and
response based on observed changes, not
episodic changes and re-engineering
• Powered by people and process, not just
technology
Slide 9

9. Web Analytics Maturity
5. Competing on analytics
4. Culture
Management 3. Senior management
2. Director
5 1. A project
0. No champion
Tools 4
Objectives
Strategic .5 3 5. Competing on analytics
CRM .4
4. Business Optimization
eMarketing .3
3. eBusiness Optimization
Behavior Optimization .2 2 2. eMarketing Optimization
Web metrics .1
1. Request list
No web analytics .0
0. Undefined
1
Methodology
Scope
Agile approach .5
Agile methodology (online) .4
Continuous improvement process .3
5. Competing on analytics
Department/team metho .2
4. Online ecosystem
Analyst’s own .1
3. Single website
No methodology .0
2. Specific online activity/sector
1. HiPPO
0. Improvisation
Experienced/multidisciplinary .5
Multidisciplinary .4
Resources
Distributed team .3
Single analyst .2
Project approach .1
No dedicated resources .0
Dell Confidential Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net

10. Tools Maturity
Level 5
Level 4 Corporate
Performance
Level 3 Management
Level 2 CRM • Multichannel
Level 1 sales report
E-Marketing • Activity-based
• Multichannel
Behavior costing
aggregation
Optimization • Balanced
• Merchandising • Cost-shifting
Web Metrics scorecards
analysis
• Segmentation
• Path analysis • Strategic
• Lifetime value
• Search Engine
• Funnel reports planning
• Visitors, Visits, Optimization • Personalization
• A/B testing
Page Views • Predictive
• Campaign • Analytics based
Analytics
• Key Performance
• Top 10’s Optimization content serving
Indicators
• Demographic • Personas • Process analytics
• Dashboards Strategic Web
• Technographics (decision support)
• KPI alerts
• Top entry/exit
330° view of customer (30° of privacy)
• Performance
• Capacity
Optimize the channel
• Security
Business driven, working on metrics, accuracy and process
IT driven, “feel good” information, few decisions, minimal value
Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net
Slide 11
Adapted rfom Bill Gassman, Industry Analyst, Gartner, presented at eMetrics Summit 2007, San Francisco

11. Web Analytics 2.0
• With the proliferation of rich media, social network
and mobile devices, measuring “total reach”
becomes increasingly complex and “page centric”
web analytics application often misses the big picture
• Companies like eBay, Nokia, MTV etc. have defined
their strategy and process to overcome such
challenges
• Invest in Technology / Process / People
Slide 12
5/13/2009 12

12. Web Analytics Strategy in Large Enterprise
• Nokia: Greg Dowling, Head of Analysis
• OVI consumer brand: Music, Games, Media, Messaging, and Social
Location
• Mobile site vs. Fixed Site vs. Mobile Client
• A combination of image tags, API and Cookie; capturing userID and using
Omniture to aggregate and build a single view of all customer interactions
• Ebay: Deepak Nadig, Distinguished Architect
• Complex interaction model beyond pages: tab, AJAX, mouse over, social
networks, flash, desktop clients, APIs, Wii
• Evolved its analytics infrastructure to support the new interaction
paradigms
• MTV networks: Shari Cleary and Valeria Salley, Director of Digital
Research
• Viral, social, partners; digital, TV, console, mobile
• Web analytics + consumer insights = strategic decision
Slide 13
5/13/2009 13

13. Customer Centricity—Just Let Them Book
for the Love of God
• Joe Megibow, VP, Global Analytics and Optimization,
Expedia
• Customer Voice and Customer Experience – How to Listen, Learn
and Provide What Your Customers Really Want
• Solution
• Technology: Omniture, Foresee, Opinion Labs, Tealeaf
• Process: weekly meetings / execs briefings
• People: dedicated team of web analysts, developers and customer
advocates
• Overall results
• Substantial increase in conversion in removing customer issues
and improving process flows
• Tons of good will in response to customer issues
• Winning cultural shift inside the company
Slide 14
5/13/2009 14

14. Key Takeaways
5. Join WAA, grow the community and grow yourself
4. Attend eMetrics Summit if you can; if not, take
advantage of any events like WAW, Webinars etc.
3. Don’t become reporting squirrel; connecting dots
and driving actionable insights
2. Focus on three things: revenue, cost or customer
experience
1. Think big but start small: little changes can have
large impact
Become a Super Web Analyst!
Slide 15

15. Contact
• Ed Wu, Senior Web Analyst, Dell Consumer Online;
Director, Web Analytics Association
• ewu@webanalyticsassociation.org
• http://twitter.com/ed_wu
• http://www.linkedin.com/in/edwu06
• www.superwebanalyst.net
Slide 16