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President’s Message: Occupy Analytics!
This month, I was in Philadelphia for the Annual Retreat of the DAA Board and the Philadelphia Symposium. Early one evening I went for a jog through the city. It was one of those perfect East Coast autumn evenings; cool and crisp with seasonal foliage at its peak. I wasn’t paying much attention to my route when all of a sudden, I found myself in the middle of a campground.
Huh? Why are people camping in the middle of the city?
Then I heard a raspy bull horn and it dawned on me I had just run into the middle of the "Occupy Philadelphia" camp. Fortunately, I wasn’t wearing my "Go Bulls!" Merrill Lynch t-shirt and the occupiers were, in fact, quite friendly. So I politely grabbed some of their literature, wished them well, and off I went.
It wasn’t until the next day at the DAA Symposium that it struck me how the "Occupy" movement and the DAA "Symposium" movement tap into the same basic human need. That is, the need to gather with like-minded individuals rallying around a cause.
In this age where more and more socializing happens digitally, that basic need to meet face-to-face has never been stronger. In fact, in a recent survey of associations worldwide, "quality of networking opportunities" was the #1 reason why people attend conferences.
You can read more about it later in the newsletter, but suffice it say the Philadelphia Symposium was a huge success! David McBride and Joe Sanders from Comcast, Heather Aeder from TrueAction, Annie Heckenberger from Red Tettemer, and the rest of the Steering Committee did an outstanding job.
For those of you living in a major metropolitan area, I’d encourage you to get together and start envisioning what your Symposium could be and then get in touch with the DAA. In addition to Philadelphia, DAA Symposiums are happening in Seattle, Austin, Los Angeles, New York, and Atlanta in the coming year.
So bring this movement to your local town. Let’s Occupy Analytics!
To learn more about the Symposium program, please email Mike Levin, DAA Executive Director.
Peter Sanborn,
DAA President
DAA Symposiums: Learn & Network in Your Own Backyard
“Great focused format and content with an unexpectedly diverse crowd. Looking forward to the next ones!”
Scott McCartney, eClerx
Philadelphia Recap
The first-ever Philadelphia DAA Symposium was a huge success with 275+ analytics professionals gathered to learn about content and conversion optimization driven by focusing on the customer perspective.
If you weren’t there, but want to find out what happened, Gary Angel from Semphonic provided an excellent recap on his blog.
Highlights include:
“It was great to have Comcast Interactive’s CFO presenting, but here’s why his presentation was truly significant.”
“Ryan Caplan’s thought-provoking presentation on machine-learning and the role of the analyst got me thinking that maybe not so much will actually change.”
“Elea Feit’s presentation had - among many gems - a study highly related to my posts on Social Media Sampling that casts doubt on the usefulness of Brand Tracking.”
“I couldn’t really take notes on my own panel, but the discussion near the end really shaped my thoughts on the way online survey’s are being used and misused.”
Huge thanks to our Symposium Sponsors:
Ride into the New Year with the DAA in LA!
Catch the Wave: Analytical Success Stories from West Coast Marketers
January 18, 2012 | The Sheraton Delfina | Santa Monica, CA
Time: Symposium: 1:00-5:00PM, Reception: 5:00-7:00PM
Expected attendance: 250-300 people
Start 2012 at the inaugural DAA LA Symposium! This is the first idea-sharing event of 2012 and will prove truly insightful. We’ll not only recap what worked - and what didn’t work - from the 2011 holiday shopping season, we’ll also predict where the analytics wave will take us throughout 2012.
Industry pioneers like Bob Page and Jim Sterne, alongside Southern California based experts from Petco and Kelley Blue Book, are ready to inspire the next wave in analytics. This half day event will showcase business intelligence strategies and solutions across web, mobile, and social media initiatives. Learn how companies are addressing the challenges surrounding the variety of technologies, multiple data streams, and the integration of off-line data. This local learning, networking and recruiting opportunity is not to be missed!
Speakers:
- Bob Page, VP of Data add Analytics, eBay; Director, DAA
- Jim Sterne, President, Target Marketing; Chair, DAA
- Shawn Hushman, Vice President, Analytic Insights, Kelley Blue Book
- Kristin Toomey, Director Online Reporting & Web Analytics, Petco
- and more!
Register now for the DAA LA Symposium!
If you are interested in speaking at or sponsoring this event, please contact Mike Levin.
The DAA Certified Web Analyst Exam will also be offered prior to the start of the LA Symposium. Registration is now open – get more details on the CWA exam or to register now.
2nd Annual DAA Austin Symposium – February 9, 2012
Best in Class Online Optimization
February 9, 2012 | Renaissance Hotel | Austin, Texas
Time: Symposium: 1:00-5:00PM, Reception: 5:00-7:00PM
Expected attendance: 300 people
Back by popular demand, the 2nd Annual Austin Symposium will be a half-day event exploring “Best in Class Online Optimization.” The event will showcase how industry leaders are using data to drive successful online businesses. Attendees will walk away with a better understanding of what best in class looks like, what it takes to get there – and stay there.
The speakers and topics already confirmed for the event include Gary Angel from Semphonic speaking on “Three Paths to Optimization: Classic Site Analytics, Testing, Targeting/Personalization” and Charles Thomas from USAA talking about “Championing a Data Driven Organization”. Keep checking the DAA Austin Symposium Event Page for the latest agenda updates.
Register now for the DAA Austin Symposium!
If you are interested in speaking at or sponsoring this event, please contact Mike Levin.
The DAA will also be offering an opportunity to take the Certified Web Analyst exam on Thursday, February 9, from 8:30 – 11:00AM at the Renaissance prior to the Symposium. Get more information on certification, or register for the exam.
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:
- Budapest, Hungary
- Helsinki, Finland
- Sao Paulo, Brazil
- Los Angeles (in conjunction with the DAA Symposium)
- Austin (in conjunction with the DAA Symposium)
Computerized testing is also available worldwide, at your convenience. Get the list of testing centers.
Register for Certification Now
Is Certification equal to an achieved certificate?
Although both certificate programs and certification programs serve important roles in ensuring professional competency, certificate programs validate ‘competency with training’ while certification programs validate competency with actual job duties performed on an ongoing basis. The DAA Certification exam is based on both knowledge and experience. A candidate will have achieved these separate from the certification process.
Knowledge Required for Certification:
Review information regarding the types of knowledge you will need prior to writing the certification exam. Practice questions are shown to demonstrate that the ability to analyze will lead to finding a correct answer.
Prerequisites for DAA Certification:
In order to receive DAA Certification, candidates must 1) Meet eligibility guidelines and 2) Pass the certification exam with a score of 60% or higher.
Eligibility Guidelines for DAA Certification:
Eligible analysts will have either three years of web analytics work experience along with four years university (or global equivalent) OR five years web analytics work experience with a high school or secondary-education degree. Some substitutions to the above will be accepted as noted in the Candidate Handbook. In order to comply with certification standards all applications may be subject to a random audit to verify eligibility information.
Certification Maintenance:
Certified Web Analysts must renew their certificate every two years by submitting evidence of experience based on accepted maintenance items as noted in the Certification Candidate Handbook.
Registration Information for DAA Certification:
DAA members should sign-in using their membership credentials prior to completing certification registration in order to guarantee the members-only discounted payment option. Non-members may consider DAA membership; upon joining, they will receive the members-only certification fee discount in addition to numerous member benefits.
A Preview of the Registration for Certification:
At first glance, the registration process may appear unnecessarily lengthy. This form is necessary to collect program information, show candidate eligibility, and process payment.
Registration Application Form: Section I
Complete the application form online. On the application form, you will be required to enter necessary program information such as personal contact information, a physical address where your certificate may be sent, and some history of education and web analyst work-experience to show eligibility.
In this section you will also select a type of exam. The computerized exam selections offer US or International (outside the US). For your information, computerized testing is available in these locations, though you won’t schedule a date or location at the time of submitting registration information.
Special-event testing is by paper & pencil and is pre-scheduled.
You will have the opportunity to request a preferred testing date and time for each computerized testing and additional paper exam selections following receipt of an exam confirmation notice (sent by email within a few weeks of submitting your registration).
The menu of exam selections will change periodically; current options are shown.
- US Test Center – Computer Based Testing
- International Test Center (Outside the US) – Computer Based Testing
- Budapest, Hungary – Paper Exam
- Helsinki, Finland – Paper Exam
- Sao Paulo, Brazil – Paper Exam
- Los Angeles, CA (DAA Symposium) – January 18, 2012
- Austin, TX (DAA Symposium) – February 9, 2012
The form will ask for permission to post your CWA achievement status on the DAA website along with other CWA including your name, company name (Corporate Members only) and social networking information (optional).
When you click “submit,” you will have completed this portion of the registration and your application will be sent to the DAA Certification Coordinator. You will then be routed to the Payments area to finalize your application.
Registration Payment Form: Section II
Either Credit Card or Paypal may be submitted online.
Submit Questions about Payment
Learn more about Certification
DAA Member Wins the 2011 Innovator Award for Social Media
We are happy to congratulate Alex Yoder, chief executive officer of Webtrends, who has been named the winner of the 2011 Innovator Award in the Social Media category at TechAmerica’s 53rd Annual David Packard Medal of Achievement and Innovator Awards, which honors individuals for their contributions to the technology industry.
Get more information on Alex’s award!
Save the Date: 2nd Annual DAA Gala and Awards of Excellence – March 6, 2012
Did you attend the inaugural Gala in San Francisco last March?
If you answered ‘yes’, then you know you’ll want to be there in 2012. If not, you most likely read and heard all the buzz and will not want to miss it again!
The 2012 Gala will be held on Tuesday, March 6, 2012 in San Francisco on the 2nd night of the eMetrics Marketing Optimization Summit. You do not have to register for eMetrics to attend the Gala.
The inaugural Gala sold out so save the date now and then submit your nominations and register as soon as the official announcements are made.
Coming soon:
- Information on the award categories and how to make nominations. Could this be your year? Or maybe you have a deserving colleague or contact you want to nominate.
- Sponsorship information will available shortly, but if you want to claim an advance spot, contact DAA.
- If you would like help with the event and be on the Gala Planning Committee, please let us know.
From London to San Francisco...Attend the eMetrics Marketing Optimization Summit
London
November 30 - December 1, 2011
Business Design Centre, Islington | London
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.
There’s still time to register and don’t forget to use the special DAA discount code.
San Francisco
Leverage Customer Data to Drive Business Strategy
March 4-9, 2012 | San Francisco Marriott Marquis | San Francisco, CA
Soak up intelligence from killer keynotes, exceptional sessions and notable networking.
Keynotes from Stephen Few of Perceptual Edge, Harrah’s, Intuit, Red Cross, The Smithsonian, Wharton School Customer Analytics Initiative and much more.
Bring the whole team so you don’t miss a thing.
Super Early Bird Discount ends December 16 so register now!
Don’t forget the 15% DAA Member discount – details on how to receive this discount can be found here.
New Career Development Resources Available
Are you a new analyst looking for a way into the digital analytics industry? An analyst looking for advice on how to grow in your role or be promoted? Looking for a new opportunity?
The DAA Membership Committee has been working on an initiative to provide DAA members with information regarding careers in the digital measurement industry.
We are pleased to announce two new resources available for DAA members, to help you understand the opportunities in the industry.
- DAA’s Career Guide for Digital Analysts (Members only link) – An overview of careers in the digital measurement industry, including types of companies analysts can work for, role hierarchy and responsibilities, educational and skill set requirements, and advice for those looking to break into the field
- Panel session from eMetrics NYC where client, agency, and consulting side practitioners offered advice for a successful career in digital analytics. The recording of this session is available.
DAA Goes Local
European Special Interest Group Update
Planning is underway for the formation of the European Special Interest Group (SiG) and we are looking forward to our first F2F meeting on December 1 at eMetrics London. The goal of this meeting will be to kick off the SiG, discuss current EU privacy scenarios, and determine goals and priorities for the group.
We hope you will join us. Get more details on this session and register.
New Chapter Formation
Thanks to all of you who have indicated interest in starting a DAA Chapter in your city/country! So far we have had initial interest from members in the following areas:
- San Francisco
- Toronto
- Washington DC area
- Sacramento
- Salt Lake City
- Greater Cleveland area
- Argentina
Before these Chapters can move to the next step in the planning process, we need to be sure there’s sufficient interest to sustain a chapter. If you live in one of these areas and are interested in helping launching a DAA chapter, please email us.
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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