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President’s Message: What’s In a Name?
At eMetrics, we announced that the WAA is changing its name to the Digital Analytics Association (DAA).
Why? Well, let me reiterate what I said at the WAA (d’oh, I mean DAA) Gala:
My wife is a huge fan of the Academy Awards (aka the Oscars) and, because of that fact, so am I. This year I did a little research on the awards and I found some interesting parallels with our industry. The first Academy Award was rather simple, celebrating the best actor/actress, director, and film. But over the years, the event evolved to stay current with the evolution of the film industry itself.
For instance, they added categories to celebrate the diversity of professions that contribute to the making of a film, like costume design and makeup. And they added categories that captured the evolving definition of just what a “motion picture” is, including best foreign film, best documentary, and best animated film.
That is to say, the Academy of Motion Picture Arts and Sciences (that’s who oversees the Oscars) evolved along with the motion picture industry.
In the same way, our association is evolving from the WAA to the DAA to recognize the increasing depth of our profession and breadth of the types of analysis that we do.
Think of all the new job titles that are emerging, like Data Scientist, Digital Forensics Analyst, Content Specialist, among others. And think of all the different types of data we analyze: mobile, social, big data, the list goes on.
So, just as the definition of what a motion picture has changed, so has our definition of analytics.
Please let us know what you think of the new name and your perspective on how our industry is changing.
And, join me in congratulating the winners of “Our Oscars” and read more about them.
Peter Sanborn
President
WAA Awards for Excellence Gala
The digital analytics industry paused again to celebrate its accomplishments and recognize the achievements of its current and future peers at the 2nd Annual WAA Awards for Excellence Gala. If you did not attend, you missed not only the award presentation, but one of the most interesting and relevant keynote speakers you will ever hear. Ryan Zander from Sports Vision provided examples of how digital analytics is being used in all aspects of professional sports. Plan now to attend the 3rd Annual DAA Awards for Excellence Gala in San Francisco on April 16, 2012. The Awards for Excellence nomination process will be earlier for 2013 and will start in the Fall of 2012.
Check out some photos in our Flickr set!
Congratulations to the 2012 winners:
- Web Analytics Rising Star – Anne Cable, Web Analyst, Dell
- Practitioner of the Year – Isabelle Mouli-Castillo, Executive Director, Dell
- Most Influential Industry Contributor – Gary Angel, President, Semphonic
- New Technology of the Year – Tableau Software
- Most Influential Agency, Vendor or Group – Web Analytics Demystified
We also extend a huge thanks to our announcer Akin Arikan, our keynote speaker Ryan Zander, our Planning Committee, including Charles Davis, Jennifer Day, June Dershewitz, Eric Feinberg, Rachael Gerson, Diana Huang, Emer Kirrane, Michele Kiss, Greg Kowalewski, Aaron Maass and Lori McNeill. And of course, our Corporate Sponsors who helped make it all possible. See you next year!
Thank You Gold Sponsor:
Thank You Silver Sponsors:
Thank You Educational Sponsor:
DAA Symposiums: Learn and Network in Your Own Backyard
Data is the New Sexy
DAA New York City Symposium
The Graduate Center, CUNY
April 23, 2012
The inaugural DAA NY Symposium will be a half-day event exploring the multiple facets of how Data is the New Sexy. The event will showcase how data is becoming the critical focus of almost every angle of every industry: venture capital & private equity and the companies they invest in, careers, customer insights, media enhancement and beyond and how the NY environment is proving the crucible driving this growth. Key topics that will be covered:
- A Walk down Silicon Alley: VC’s and Startups in NYC discuss what’s hot and their predictions of the next big thing
- Starting Up With Data: How startups are using data as a core pillar of their business from day one
- Women In Analytics…a rare specimen – how we can change that
- When 1 + 1 doesn’t equal 2: Bridging the gap between digital traffic and dollars
Take the DAA Certified Web Analyst™ Exam in person April 23 prior to the start of the Symposium (application required).
Register Today!
Members – $25
Non-Members – $75
Thank You to our One Star Sponsors
Thank You to our Partner Sponsors
Join us for the first-ever DAA Atlanta Symposium. Explore the “Intersection of Insights, Technology and Technique” with some of the most influential digital analytics thought leaders and practitioners in the business. This half-day event will showcase how companies are leveraging technology and research to address various business challenges in their industry. Hear success stories, tactics, best practices, and new ideas that you can quickly leverage in your company. Don’t miss this premier learning and networking conference for digital analytics professionals!
Register now! DAA members can register at the member rate of $10. Non-members can register at a rate $50
Thank You to our One Star Sponsors
Thank You to our Partner Sponsors
WAA to DAA – Tell Us What You Think!
What do you think of the name change? Love it or hate it, we want your feedback, not only about our new identity, but also where you think we should focus our energy in 2012. Join the conversation and share your thoughts on one of the following topics…or start your own!
- WAA is now DAA
- Top Priorities for 2012
- Training and Education
UBC – A Top-Notch, Worldwide Analytics Education Program
Some news from one of our educational partners, University of British Columbia:
- Total Number of Grads – 617
- Total Number of Grads in 2011 – 108
- Number of Countries Represented – 32, including Australia, Austria, Brazil, Canada, Cyprus, Czech Republic, England, Finland, Germany, Greece, Hungary, India, Italy, Japan, Jordan, Malaysia, Mauritius, Netherlands, Norway, Portugal, Romania, Russia, Scotland, Singapore, South Africa, South Korea, Spain, Sweden, Switzerland, United Arab Emirates, United Kingdom and USA.
Learn how to brush up on your analytics knowledge at a special DAA members-only rate.
Coming Up: DAA Board Elections
The DAA will be holding elections for 5 open Board of Directors seats coming up in June. More information on the nominating process and the timing of the election will be included in next month’s newsletter, along with a dedicated email telling you everything you need to know.
Also, a reminder that all Corporate members can designate 20 voting members from their organizations to vote on official DAA matters. Please contact Anne Powell if you want to review your voting member roster and make any changes prior to the start of the voting process.
X Change LA: Get Your Early Bird Discount Here!
The X Change LA Conference will be held September 10-13, at the Terranea Resort.
As the premier conference for digital analytics professionals with its groundbreaking "all conversational" small group format, X Change offers an all business, peer-to-peer environment for deep-dives into cutting edge online measurement topics.
Register now!
Don’t forget to use your DAA Members Only Early Bird Discount to save $200 off your registration fee.
Semphonic’s Non-Profit Organization Guide to Using Google Analytics
Last year, DAA Corporate Member Semphonic completed the first Non-Profit Analytics Challenge, involving fifty of the industry’s top digital analysts who collaborated to solve real world digital challenges for two non-profits: Oceana and United Way of the Bay Area. The result was a rich collection of techniques, strategies and tactics that both groups could use to boost donations, attract new members and engage volunteers.
This 34 page guide is available free of charge and includes a vast amount of knowledge, including:
- How to Make it Easier to Donate Online
- Why Visitors and Visits are Not Equal
- Is Site Content Working for You
- How to Build a Great Dashboard
- Five Ways to Get More Value from Search
Get your free copy of Semphonic’s Non-Profit Organization Guide to Using Google Analytics.
Committee News and Updates
Marketing Committee Announces New Projects
Can’t make the regular meetings, but want to get involved? The Marketing Committee has some exciting projects that it is working on and would welcome your participation:
- Needs Assessment – Assessing goals of each DAA Committee and how the Marketing Committee can help promote their respective objectives
- Outlook Survey – Promoting and deploying the results of the DAA Outlook Survey to a wider audience
- New Brand Logo – Develop the plan by which the new logo will be created, and following the plan approval, project manage the creation of new logo
- DAA Site Audit – Assessing the DAA site and identifying opportunities to leverage and refresh new content
- Corporate Pitch – Reviewing the Corporate member pitch and finding ways to leverage the pitch in other DAA marketing vehicles
If you have interest in helping out on one of these projects, email Anne Powell to get synced up with the project owner. The Committee meets on the 2nd and 4th Thursdays of the month at 10:30 a.m. ET – let Anne know if you want to be added to the Committee roster.
The Aha! Experience: Brand New Peer Journal Review
Thanks to Jaiganesh Ramachandran who submitted our latest journal review about insight and discontinuous learning in product usage by Arun Lakshmanan and H. Shanker Krishnan. Through four studies, they sought to find out if facilitating one learning path over another makes any difference in overall aptitude with a new product. They ultimately discovered that “encouraging exploration during the initial product trial results in the consumer following a discontinuous learning path, showing broader product usage and a positive sentiment toward the product.” If you’d like to request a single copy of the article, email the DAA.
We welcome your contributions and encourage you to write your own reviews! For more information, email the Research Committee.
DAA Goes Local: Chapter News & Updates
European Special Interest Group (SIG)
The DAA EU SIG recently had a meeting with Mr. Carl Buhr on the privacy and the cookie legislation in the EU (full recap included here). Until now the DAA has never been a knowledge partner/ spokes partner on the subject. As new regulations and legislations will be needed, we have been asked share our information with the commissioner’s office in order to help inform the politicians with facts.
Anyone who is targeting a European country should be aware of the following in order to not be in violation of the directive:
- Inform your site visitors that cookies are being used and give them an option to opt-out
- Ensure that all data gathered is being used anonymously
Mr. Buhr suggested that the SIG share more information about how we use cookies, and how they help improve websites and the internet experience.
We need to take part in this debate and we need your help!
We will be submitting a report to the EU Commission and need as much data as we can get of how you have been impacted since the start of cookie regulation (i.e. sales dropped X%, page views dropped, banned in Google, etc.) If you have any information documented that you would like to contribute to the report, please send it to Geddy van Elburg. All information will be kept anonymous. Thank you in advance!
Latin America
The Google Analytics User Conference (GAUC) is coming to Latin America for the 1st time!
When: April 25th 2012, 8am-9:30pm
Where: Mexico City, Mexico – Tecnológico de Monterrey, Campus Santa Fe
Who: Organized by Códice, Intellignos & MarketView
Cost: $2,400 pesos until 24th of April; $3,000 pesos onsite
Participants will be able to interact one to one in order to learn new and advanced features, share experiences and understand the importance of measuring web projects.
There will be conferences focused on Business & Strategy, Analysis & Optimization, Technical Topics, as well as main conferences on various essential topics related to Google Analytics.
Register & get more information at gauc.mx.
Among the speakers you find:
- Enrique Muñoz – Senior Product Manager, Google Analytics Premium, Google US
- Jesse Nichols – Partner Program Manager, Google US
- Joshua Knox – Global Product Operations Manager, Google US
- Juan Camilo Suárez – CEO, Marketview
- Mario Spindola – Strategy Director, Códice
- Mónica Elias – Continental Manager E-Marketing, Mabe
- Richard Dawson – COO Intellignos and Country Manager at DAA (Intellignos is Premier Corporate Member at Digital Analytics Association)
Call for Participation: Dallas-area DAA Chapter
If you are located in the DFW area and would be interested in participating in a DAA Chapter, please email us and let us know!
More than 100 CWAs – Will You Be Next?
Look at these unique opportunities to take the DAA Web Analytics Certification Exam! Pass the exam to qualify your abilities as a Certified Web Analyst.
Paper & Pencil Exam Offerings:
New York City – April 23, 8:30-11:00 a.m.
CUNY, (City University of New York) 365 Fifth Avenue, New York, NY 10016 (The location of the DAA Symposium)
Atlanta, Georgia US – May 17, 8:30-11:00 a.m.
W Midtown Hotel, 188 14th Street NE, Atlanta, GA 30361 (The location of the DAA Symposium)
Prior registration is required to test for certification.
*DAA Certification invites eligible analysts to register for the special location exams whether you will only test for certification or also participate in the event following the exam sitting.
Computer Based Exam Offerings:
Aarhus, Denmark EU – DAA is pleased to announce this recently added location-option for computer based testing. Computer based testing provides the flexibility of selecting a date to schedule an individual exam appointment by first submitting the certification application & payment to DAA.
Register to use computer based testing either within the US or in several additional countries (listed for viewing in the dropdown menu).
To ask about additional test locations or other certification questions please email the Certification Administrator
(Candidates are required to meet eligibility guidelines in order to verify the amount of education and experience appropriate for this level of Certification.)
See the FAQ to learn more about DAA Web Analytics Certification!
Members – Get Involved, Change the Industry in DAA Committees and Special Interest Groups:
For DAA to truly represent our industry we need your active participation. To see the Committees and Special Interest Groups who need your assistance and represents your chance to get involved and change the industry.
Join Chair Mark Ryan to work to clarify what it is digital analytics can do and effectively communicate a unified and clear understanding of the power of digital analytics.
Join co-chairs Eric Feinberg, Emer Kirrane, and Michele Kiss attract and retain members, create and convey member benefits, assist with the ideation and executive of member events, and support member communications.
Join co-chairs Michael Kaushansky and Jared Vestal spread the word about the DAA and the benefits of digital analytics.
Join co-chairs Christopher Berry and Amanda Watlington to provide relevant and useful data and insights into trends, best practices, and emerging issues facing the web measurement and analytics industry.
Join Chair Darrin Wood to help the web analytics field grow and mature by developing standards and best practices to support and educate practitioners, vendors, and the public.
The Media SIG was formed in August 2010 and participation is by invitation only.
Its mission is two-fold: To serve as an education source and act as an advocacy group advancing the understanding, best use and monetization of digital measurement and analytics within the media industry. This group delivers expertise within digital analytics helping media companies communicate needs and drive solutions within their organizations. We help media companies understand the human capital, product and services, and methodologies required to deliver superior analytics. We extend our voice to guide our vendors/suppliers to drive the delivery of products, services and the solutions most useful to our needs.
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