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From your President – Peter Sanborn:
What the Industry Outlook Survey Means to Me
Every year, DAA surveys web analysts around the globe. In reviewing this year’s results, it struck me that our industry has evolved from the youthful childhood stage into the thrilling, but somewhat awkward, teenage years.
On the positive side, it doesn’t look like we’re having any problem getting money from Mom and Dad. In 2009, 40% of respondents said that getting funding would be their biggest challenge. This year, it didn’t even make the top ten concerns; only 15.5% said funding would be a challenge.
But, like a typical teenager, we don’t feel like anyone understands us, or listens to us. Respondents ranked their #2 challenge as “the perceived value of web analytics.” 31% of respondents said that their Executives lacked awareness of, and support for, web analytics.
Despite this, the hormones are raging and we’re ready to attack the problem. 70% of survey respondents said that ensuring business decisions are driven by analytics will be their top initiative this year.
This got me to wondering. How you would turn that goal – ensuring that business decisions are driven by analytics – into an initiative? To do so you’d need a deep understanding about how people and institutions make decisions.
That’s generally not the realm where data analysts thrive. We’re really good at reading numbers and analyzing how to optimize them. But, we’re not so good at reading people and knowing how to optimize their decision making. How many web analysts have you met that have formal training in psychology?
We’re constantly seeking ways to make the data more actionable, but I wonder if we should be more focused on making the analyst more influential.
Despite what traditional economists want us to believe, decision making is driven by emotional and cultural dynamics more so than rationality and cool-headed risk/reward analysis. So your data may be more action-packed than Pirates of the Caribbean, but if it’s not delivered in-tune with cultural dynamics of the group you are trying to influence; it’s never going to become the blockbuster you want it to be.
Toward that end, I’ll suggest a book to put on your summer reading list that sheds light on this topic: The Social Animal by David Brooks. You can read an excerpt of the book in this New Yorker article. It’s an entertaining read that unpacks a treasure trove of academic and business research on this topic.
And if you’re interested in seeing the results of the DAA Industry Survey, members can get the full results.
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CWAs Signing New Clients
“Just signed a client that found me on the @DAAorg website. Yes Virginia, the system works! Thanks @DAAorg! Thanks certification!”
CWA, Elizabeth Brady
Congratulations Elizabeth and thank you for the kind words! The Certification program demonstrates a person's knowledge and competency within the web analytics industry, employers are looking for top notch consultants and employees to fulfill their needs! The DAA Certification program provides a standard and confidence that the industry is looking for.
In order to successfully complete the application process you will need to submit both an application form and payment. (Unpaid applications will not be processed.)
To complete the application you will need dates for relevant education and employment available. This information will remain on file as validation of certification eligibility requirements. Upon completion of the application form you will be directed to the area for major credit card payment.
An examination date will only be selected on the application form by those applicants wishing to test at a scheduled event such as an eMetrics Optimization Summit Location. (Testing for certification at an eMetrics event is permitted regardless of whether a candidate is attending the event.)
A confirmation notice will be sent by e-mail to each eligible candidate within two weeks following completing the application process.
Access answers to many of your questions about certification in the DAA certification FAQ.
What to Expect Following Submitting an Application and Payment:
Computerized - Examination:
Eligible candidates that have applied for certification, paid the applicable fee and selected "computerized examination" will receive an email confirmation from the computerized testing company, Applied Measurement Professionals (AMP), within two weeks after completing the application process. The email will contain testing and scheduling information. A specific examination location, date and time will be arranged between the candidate and AMP, (not through DAA).
The candidate may contact the computerized testing company to coordinate an exam appointment at any point following receipt of the examination confirmation and within the two-year eligibility period. Appointments may be scheduled on Monday-Friday throughout the year either in the near future or months in advance.
US examination appointments may be scheduled with as little as two day notice depending on availability.
Outside the US examination appointments may require up to 6 weeks wait for availability. Select a country in the drop-down menu to view location details; computerized examination locations.
Scheduled-Event Location - Examination:
Candidates that have applied and specified a "special event location" (paper & pencil examination) will receive a confirmation email from DAA certification within 2 weeks following the completed application submission. Candidates will be provided paper and pencil to test. Prior application and payment are required in order to determine eligibility, candidate numbers and prepare examination materials for all candidates.
If additional information is needed on your application, you will be contacted.
Questions may be directed to the Certification Administrator.
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Looking for an Education in Web Analytics?
The award winning DAA UBC Award of Achievement in Web Analytics program is offered through the University of British Columbia (UBC) as a series of online courses. To obtain an Award of Achievement in Web Analytics, participants must complete all four courses:
- Introduction to Web Analytics
- Web Analytics for Site Optimization
- Online Marketing Campaign Measurement
- Creating and Managing the Analytical Business Culture
DAA members receive a special member rate when registering. Read more about the program and register...
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Would you like to assist DAA with updating and enhancing its Educational Courses?
The Education Committee is beginning an effort to update many of the training modules and to produce new courses.
If you are a DAA member, learn more and volunteer to participate with the Education Committee on this project...
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DAA Seattle Symposium – Save the Date & Register Now
The Future of Analytics: Leading the Modern Enterprise
October 3, 2011
on Microsoft Campus in Redmond
Just as raw materials fueled the industrial age, data is fueling the information age. And never before have businesses been in greater need of leaders that can translate data into a competitive advantage. Come meet and learn from some of the top executives in the field of Digital Analytics at the DAA Seattle Symposium. This event will bring together leaders from throughout the digital analytics industry to show how they are using data to drive successful businesses.
Register now to attend!
Attendees from the Inaugural 2010 Seattle Symposium
Vendors from the Inaugural 2010 Seattle Symposium
Eric T. Peterson at the Inaugural 2010 Seattle Symposium
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DAA Chapter News & Events
Hong Kong
Along with the monthly Web Analytics Wednesday meetings, the Hong Kong Country Group will hold the Hong Kong Web Analytics Summit on September 9, 2011. Stay tuned for more details.
Germany
1st Google Analytics Conference in German Market
On September 29th, 2011 the first Google Analytics Conference will take place in Vienna, Austria in the beautiful scenery of Schoenbrunn Castle. It is the first event in the German speaking area. We have Keynotes from Google and local experts. DAA-Members get a 15% discount on the full price. The discount code is available on the members only discount page. Get the details: www.analytics-konferenz.at.
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DAA has arranged for members to receive discounts at a greatly expanded number of conferences and industry events. See the new conferences and all of the meetings where members will save money simply by being a DAA member.
DAA members retrieve your discount codes for all industry events by logging into your member account.
Haven’t joined the DAA yet?
Check out the available discounts and join now!
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Journal Articles Available to Members
Read the latest review posted by Christopher Berry entitled Opinion Leadership and Social Contagion in New Product Diffusion.
Articles from the Journal of Advertising Research, Marketing Science, and the Journal of Marketing Research are available to DAA Members. Read for your own use, or to review for others!
Read how to get access to the articles, and to volunteer to review them...
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Participate in Committee Projects to Increase Your Membership Value
Below is a listing of some of the projects which the DAA committees are working on. If you would like to assist with one or more of these projects, please .
Education
- Update training modules
- Define new education courses
- Identify additional schools
- Expand global offerings
- Develop webinars
Research
- Review a journal article
- Formulate the annual Outlook Survey
- Develop the Job Compensation Study
- Suggest ideas for and work on new surveys, studies, or research
Standards
- Participate in the Web Analytics Privacy Assessment project
- Participate in the revision of the Standards Metrics document
- Participate in the Vendor Matrix project
- Develop new standards
Public Policy
- Follow and react to legislation
- Build consensus
- Inform community
Membership
- Create new member benefits
- Assist with member events
- Advocate on behalf of industry
- Enhance member communications
- Develop a membership survey
- Create membership promotions
Marketing
- Promote Web Analytics to the world
- Evangelize DAA committee activities
- Design marketing campaigns
- Create branded collateral
Media SIG
- Develop standards for online publishers
- Influence how media is measured
Public Sector SIG
- Participate in tool kit creation on topics such as:
- Establishing an Analytics Culture in the Public Sector
- Tool Kits for new and experienced web analytics professionals
- Develop symposiums
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