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President’s Message: Networking at the Symposiums
A few weeks ago I had the opportunity to witness first-hand one of the things that I love most about DAA. I originally joined DAA for a few reasons: to meet other analysts, to gain knowledge about the analytics discipline, and to learn what other companies are doing. All of these things came to life earlier this month at the DAA Seattle Symposium.
This year, the Seattle Symposium drew 350 analysts to the Microsoft campus to learn from a range of knowledgeable and gifted leaders in the field. We heard from some of the most recognizable names like Jim Sterne from eMetrics and Joe Megibow from Expedia as well as others, like Kevin Hilstrom, that were new.
We also heard from an incredible panel comprised of practitioners, consultants, and vendors that was probably one of the best panels I’ve heard in a long time. My favorite part of the discussion was the role of analytics in the recent Netflix debacle. You have to check that out.
And we have an easy way for you to experience the Symposium yourself with video from the Symposium accessible on the DAA website.
DAA also has Symposiums this coming year planned for:
- Philadelphia – November 2
- Los Angeles – January 18
- Austin – February 9
- Atlanta – May 2012
I hope you have the chance to view or attend a Symposium this year. Maybe you’d be interested in organizing one in your city. It’s a lot of work, but the DAA provides support with logistics, etc. and what a great way to build community among your local analysts.
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Last Chance for an East Coast Symposium until May!
Focus on Customer Analytics in the Enterprise of Tomorrow
November 2, 2011 | The Ritz-Carlton | Philadelphia, PA
Time: symposium: 1-5pm, reception: 5-7pm
Expected attendance: 300 people
There is still time to register for the first-ever Philadelphia DAA Symposium, which is being held next week at the Ritz-Carlton, Philadelphia. This is the last Symposium that will be held on the East Coast until May 2012, so don’t miss your chance to take advantage of this half-day seminar that dives into content and conversion optimization driven by focusing on the customer perspective.
The symposium will feature thought-leading presentations from world-class analytics experts and visionaries, including representatives from Adobe, Wharton, Semphonic, MTV Networks, TrueAction, ColdLight, and Comcast. Attendees will walk away with a better understanding of the similarities and differences between content and commerce analysis best practices, tips for turning longitudinal data into business inSIGhts, and strategies for tying together systems to weave the most effective customer-focused analyses.
Register now!
Thank you to the Philadelphia Symposium sponsors:
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Why Get Certified?
Don’t take our word for it – check out this testimonial from Geddy van Elburg, Certified Web Analyst:
“Ionmoon is a small web analytics consulting service in Almelo, The Netherlands which is on the ‘wrong side of the country’. In December, 2010, I became a Certified Web Analyst™ and the business has grown ever since. I even got a ‘big’ client which I never would have dreamed of. My Certification was a crucial point in their decision.
“This week, another potential client called - also from the other part of the country - who said they were interested because I’m certified. Prospective clients in Germany find being certified even more important.
“I can certainly recommend that web analysts take the exam and get certified. It really makes a difference for your own company or when you are applying for a job.”
Upcoming offerings for the DAA Certification Exam (paper and pencil testing) include:
- Philadelphia – November 2 – 9:00 a.m.
- Offenbach, Germany – November 17, 2011 – 1:00 p.m.
- London – Late Fall 2011 – More details coming soon
The Digital Analytics Association (DAA) Web Analyst Certification Program™ is a voluntary certification program. The purpose of the program is to provide a mechanism for individuals to obtain professional recognition after demonstrating their knowledge of and competency within the web analytics industry.
When is the best time for an eligible analyst to begin the certification process? Act now! Submit an application with payment and remain eligible to schedule an exam over a two year period beginning the day your application is processed.
The Certified Web Analyst exam is offered in multiple settings:
- Will you plan to attend an eMetrics or DAA Symposiums event in the near future? The CWA exam is offered at events such as these in order to accommodate analysts wishing to test while having time away from the workplace
- Candidates that will test in the following locations will have the benefit of coordinating a preferred exam date.
- Computerized testing allows individuals to schedule an exam-appointment to meet the needs of their own busy schedules. This testing is available in the United States, Australia, Argentina, Bermuda, Canada, China, Costa Rica, Cyprus, Egypt, Guam, India, Japan, Jordan, Kenya, Kuwait, Marshall Islands, New Zealand, Nigeria, Pakistan, Philippines, Puerto Rico, Qatar, Saudi Arabia, Singapore, South Africa, South Korea, Taiwan, Turkey, United Arab Emirates, and the United Kingdom [use the drop down menu to select the country of choice]
- Paper & pencil testing is now offered in the following locations as a result of requests to the DAA Certification Administrator. Exam appointments in these locations will be coordinated to suit the candidate. (Scheduling information will be provided by email from DAA within two weeks following having submitted your application and payment.)
- Brazil, Sao Paulo
- Finland, Helsinki
- Hungary, Budapest
Take the first step to becoming certified; find answers to your questions such as: Where did the idea for Certification come from? Should marketing people apply for the certification? eCommerce managers? Usability people? Media buyers? Et cetera? What are the eligibility requirements for the certification? Do I need to take any courses in order to take the exam? How should I prepare for the exam? Can I pass the certification exam without tool knowledge? Are practice questions available?
Get DAA Certified Web Analyst Application Information or Apply Now.
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Just Announced: European Special Interest Group Forming Now!
We are very excited to announce that we now have a strong working group of DAA members who are forming a European Special Interest Group (SIG) and we would like to invite you to take part. The agenda of this group will evolve and be up for discussion, but the initial objectives include:
- More visibility, discussion & formal participation around EU privacy law & other EU e-directives
- Bringing scale & increased visibility to tackle European member topics of interest - such as regulation, multi-language & multi-cultural analytics
- Promoting DAA Certification efforts in Europe
- Planning pan-European analytics related activity, such as a potential Q1 event in Brussels
- Assisting & informing country/local level activity (where requested) to support the membership within Europe
The group plans to meet in the following ways:
- Online sessions, to set agendas, priorities and advance the subject. The first meeting will be held via conference call October 27 at 1:30 p.m. BST / 2:30 p.m. CET, and will set priorities and goals for the SIG and perhaps form a working party for a privacy-based event to take place in Brussels in Q1 of next year. Please RSVP for the conference call.
- Face to face at all EU based eMetrics and high profile industry events. London eMetrics will have a face to face meeting on 1st December for those who will be there. Get more details on this session.
- Face to face at special DAA member/sponsor-hosted sessions
Sign up to join the European SIG or contact us to find out more.
You may wonder how this group will differ from the former global/international committees? It will be flexible in its structure/format, European focused only and therefore able to concentrate on a set of specific issues. It will aim particularly to use its scale and member distribution to participate in EU directive discussions, events and issues. It will champion European member concerns, which are at this moment quite exceptionally focused.
We believe that the time is right for this to work and that this SIG offers a way to galvanize the European membership and tackle the issues most affecting us right now. Geddy van Elburg is currently taking the lead as the group coordinator, firmly supported by DAA Board Director Vicky Brock and many other European members and Country Managers. We very much hope you would also like to be involved, even in the very smallest of ways.
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eMetrics London – Early Bird Prices End Friday
The early bird prices for eMetrics London (30 Nov – 1 Dec) are set to end this Friday. Part of the inaugural Data Driven Business Week London and co-located with Predictive Analytics World, Conversion Conference and ECMOD (Europe’s largest and most influential forum for catalogue, home shopping and multi-channel businesses), the full event is expecting to see around 2,000 visitors. For those with a particular interest in predictive analytics or conversion optimisation, don’t miss the special combo deals for access to two or all three conferences.
Register by Friday using a special DAA code and enjoy 15% savings on the early bird prices (a saving of up to £350 compared to standard rates). Get the DAA member rate.
Speakers and Sessions at eMetrics London include:
- Tom Betts, Financial Times – Optimising Anonymous Users
- Marcus Missen, NSPCC – Uncovering the True Value of Your Web Real Estate
- Paul Francis, Domino’s Pizza – How and Why Domino’s Pizza adopted CRO techniques
- James Perkins, Shop Direct Group – Driving Profitability in a Multichannel Ecosystem
- Bryan Eisenberg, Best-selling author – Confessions of a Conversion Rate Optimiser
- Ross Jenkins, RAPP New York – Behaviour, Voice & Value: Leveraging Consumer Engagement Models
- Craig Sullivan, Belron – Meaning Based Marketing – Testing You Wish You Could Do Too
- Jim Sterne, eMetrics Founder – The Human Side of Marketing Analytics
Most Effective Website Optimiser Award
As part of the joint DDBW – ECMOD event, the evening of day 1 will include the Supplier of the Year Awards ceremony. Nominations have been made by client companies for suppliers that have contributed the most to their businesses and this includes an eMetrics award for the Most Effective Website Optimiser. This is just one of many excellent opportunities available at Data Driven Business Week London to network with around 2,000 key decision makers.
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New Leadership Announced for the Membership Committee
Eric Feinberg of ForeSee Results, Michele Hinojosa of Red Door Interactive, and Emer Kirrane of Yahoo! have taken over management of the Membership Committee. We are excited to have them on board!
The Membership Committee has established a regular call schedule and meets on the 3rd Tuesday of each month at 10:00 a.m. EST. The next call will be held November 15. Let us know if you’d like to be added to the calendar notice for these meetings.
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Get Involved! New Opportunities to Engage with other Data Measurement Professionals
Launch Your Own Local Chapter
Over the last year, fellow members in Seattle, Austin, Chicago, Boston and LA have served as pilot DAA chapters to help develop a successful framework that can operate where sufficient numbers of members are located. Thanks to their efforts, DAA has a new structure that allows members to either create or participate in a chapter as a local extension of DAA.
There are many ways to get involved:
- Join an existing chapter by checking with us for information on how to get involved.
- Start a new chapter – If you think there’s interest in your area, email us and we will help you get started.
- Help launch a DAA Symposium which have proven to be successful events to kick off new DAA Chapters. DAA is currently filling out the calendar for 2012, so it’s not too early to get your event on the DAA calendar.
Retail Special Interest Group
DAA formed a Media Special Interest Group last year for online publishers that has been extremely successful. There has been interest among some members who work in the retail sector to form a Special Interest Group, or SIG, where a network of digital measurement practitioners can connect with each other to discuss common challenges, solutions, best practices and more. If you are interested in participating in a DAA Retail SIG, please contact the DAA Executive Director, Mike Levin.
Task Force: Encouraging Careers in Digital Analytics
The Digital Measurement/Web Analytics industry is a relatively new, rapidly growing field. Growth is outpacing the availability of trained individuals, and companies are facing problems filling positions with qualified individuals.
A new DAA program has been formed to provide leadership in this critical area and to provide information, resources, and encouragement to students and others to consider a career in digital measurement/web analytics. A Task Force is being formed to help guide the development of the program and move forward quickly.
To learn more, or get involved, please contact Corry Prohens from IQ Workforce who is leading this effort.
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DAA Global Events
Latin America
Hands on Web Analytics was Back in Santiago de Chile!
On Thursday October 20 at the Movistar Building in Santiago de Chile, the HOWA/SCL (Hands on Web Analytics Chile) event was held before more than 200 attendees. In its second consecutive year in Chile, HOWA is established as a must in the Web Analytics calendar every year.
The speakers covered a wide range of topics, from Google Analytics Premium and web analytics measure models to social media analytics to blogs and social media marketing cases.
More than 200 HOWERS with their black and yellow t-shirts crowded the venue and packed their twitter timeline under the #HOWASCL hashtag, sending their comments, spreading the word of the speakers and sending questions to generate valuable debates.
Thanks to the invaluable help of the sponsors: Movistar, Atentus, Media Contacts, Intextual, IAB Chile, Google and DAA.
HOWA will cross the Andes again in November, for a memorable date in Buenos Aires, Argentina for more Web Analytics, learning and growing.
If you can’t make it there, don’t worry; we’ll keep you posted!
Get more information about HOWA.
Germany
Germany Web Analytics Certification Day
Web Analytics Certification group exam takes place in Frankfurt/Germany on November 17. Apply now to write the exam!
Press Coverage for the WAC
Check out 2 interviews with DAA Germany Country Manager, Matthias Bettag, about the WAC: “Ueber-Zertifikat” der Web-Analyse-Zunft and 12 Fragen zur DAA Zertifizierung.
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Journal Articles Available to Members
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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