Web Analytics Association Newsletter
Networking Committees Education Job Board

WAA Newsletter: January 2012

A New Year’s Message from the WAA Chair of the Board
A 2012 Web Analytics Pledge

As the New Year begins, I pledge to better myself by helping others more.

As the old year fades into the past, I pledge to help grow the industry by being more inclusive and broadening my reach.

As the daylight dwindles and then returns, I pledge to expand my vision to every marketing metric I can get my hands on, whether it’s web data, email data, social media data, mobile data and/or etc.

As I struggle to write “2012” instead of “2011”, I pledge to tell people I am in marketing analytics, digital analytics, even business analytics, rather than saying I am in web analytics.

As the WAA enters its seventh year, I pledge to encourage new people to join and current members to participate while continuing to recognize those who contribute so much.

As the “United Nations General Assembly has declared 2012 as the International Year of Cooperatives, highlighting the contribution of cooperatives to socio-economic development, in particular recognizing their impact on poverty reduction, employment generation and social integration” (Wikipedia), I pledge to help new people find jobs in marketing analytics and continue my social media activities to improve our common bond.

As 2012 has been designated Alan Turing Year in recognition of the centennial of his birth, I pledge to be more tolerant of all people and less tolerant of times that I sound more like a machine than a person.

As more senior executives recognize the value of customer data exploration and correlation, and consider multiple analytics alternatives, I pledge to embrace new ideas and methods rather than denunciate others for encroaching.

Oh!…and eat less and exercise more.

Can’t forget that.

Jim Sterne
Chair, WAA Board of Directors

WAA Symposiums: Learn & Network in Your Own Backyard

Ride into the New Year with the WAA 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

This inaugural event will feature industry leading speakers like Jim Sterne and John Lovett as well as local pioneers from PETCO, Kelley Blue Book, Toyota, Intuit and more. This half day symposium 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.

Register Now for the WAA LA Symposium!

For event updates, be sure to follow us on Twitter @WAA_LA!

A big thank you to our Symposium sponsors:

adobe     ClearSALEing
ensighten     keystone

tealium     observepoint     webtrends

Get certified!

The WAA Certified Web Analyst Exam will also be offered prior to the start of the LA Symposium. Registration is now open!

The WAA will also be offering an opportunity to take the Certified Web Analyst exam on Thursday morning, February 9th in Austin (8:30–11:00am) at the Renaissance prior to the Austin Symposium. Get more information on certification, or register for the exam.

2nd Annual WAA 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 and what it takes to get – and stay – there.

Agenda includes the following speakers and topics:

  • Three Paths to Optimization – Gary Angel (Semphonic)
  • Championing a Data Driven Organization – Charles Thomas and Allen Crane (USAA)
  • Social Media Optimization & Measurement – Rajiv Narang (Dell)
  • Panel Discussion: The Key to Success – Great People – panel to include representatives from Adobe, Dell, IQ Workforce, and CreditCards.com

Register now!

If you are interested in speaking at or sponsoring this event, please contact Mike Levin.

A special thank you to our sponsors:

adobe     demandbase
eClerx     tealeaf

Save the Date: 2nd Annual WAA 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 WAA.
  • If you would like help with the event and be on the Gala Planning Committee, please let us know.

Many reasons to attend eMetrics San Francisco:
The Official Summit of the WAA

eMetrics Marketing Optimization Summit
Analytics Convergence – Marketing Data Gets Connected
March 4-9, 2012, San Francisco, CA

Eleven years of finding the best and brightest to deliver the wit and wisdom of marketing analytics means every session is insightful and impactful.

Our jam packed agenda includes keynotes from Harrah’s, Wharton School, Intuit, American Red Cross and more. Review the entire agenda-at-a-glance to see our unrivaled lineup.

Register and Save $200 with early bird pricing if you register before Friday, January 20th. WAA Members receive an additional 15% Discount with Promo Code.

Featuring 9 tracks that cover everything you
wanted to know and a whole lot more…

Get Certified in the New Year

“A symbol of excellence”

“A crucial point in their decision”

Both of these comments were made by members who have seen firsthand the benefits Certification can have on your career in digital analytics. Please keep sending your feedback about the advantages current CWAs™ are experiencing and WAA HQ will share your success stories in future newsletters and within the certification section of the WAA website. Please share with us if you have a CWA™ testimonial!

The WAA Certified Web Analyst™ is a 3rd party distinction that you can do the job of web analyst. It does not reflect on your knowledge of any one product but rather on your general abilities to assist companies in an analytics capacity. Its purpose is to identify those analysts with broad domain knowledge who can demonstrate high level analytical and problem-solving ability across the entire digital business spectrum.

When you pass the CWA™ exam, your name will be posted on the WAA website along with others who have set themselves apart from the rest of the digital analytics community. WAA will be driving people to that web page so they can find and contact those who are certified.

Who are the CWAs™ of 2010 and 2011 and where are they employed?

Will you be among the newly recognized CWAs™ we congratulate during the year 2012?

Learn more about Web Analytics Certification

Read more about the Certification process…

Tips to Advance Your Career in Digital Analytics

Are you interested in finding a job in digital analytics?

Do you want to become a leader in web analytics?

Then, read on!

Check out these lessons learned from two people that have been in the field for a few years. With both the analytics practitioner (Peter Sanborn, Microsoft) and analytics staffing professional (Corry Prohens, IQWorkforce) sides covered, it’s a comprehensive look at how to advance within the digital analytics industry.

Afterwards, check out the WAA Job Board.

Student Outreach at Wharton Business School

WAA leaders Jim Sterne and David McBride shared their industry experience during a special presentation to Wharton Business School students in conjunction with the Philly Symposium. Close to 70 students attended to hear their take on how to get started in the digital analytics field.

From L to R: The group, Jim Sterne, Chair, WAA Board and
David McBride, Director, Business Intelligence Director, Comcast.

New Membership Director at WAA HQ

In its ongoing effort to provide more benefits and enhanced customer service to members, WAA is pleased to announce the addition of Anne Powell as its Membership Director, a new part-time position. Anne has been working with the WAA since mid-summer and in a related role and will be working closely with the WAA Membership Committee to further grow and develop membership benefits for both Corporate and Professional members. She will also be providing administrative support to both the Membership and Marketing Committees, and assisting Local Chapters as needed. We welcome Anne in this new role and look forward to continuing to grow the WAA in 2012 and beyond.

Committee Calls for Participation

As the new year kicks off, what better time to get involved with one of the WAA Committees? Covering a vast array of interests, your ideas, participation, and expertise are needed and welcomed! Samplings of opportunities include:

  • Education Committee – Regular schedule to be established in January
  • Research Committee – Meets on the 2nd Wednesday of the month at 3:00 p.m. ET
  • Membership Committee – Meets on the 3rd Tuesday of the month at 10:00 a.m. ET
  • Marketing Committee – Regular schedule to be established in January

For more information on any of the Committees, or to get involved, just send us an email!

WAA Goes Local: Chapter News & Updates

European Special Interest Group (SIG)

Vicky Brock, Geddy van Elburg and Matthias Bettag launched the WAA EU SIG during eMetrics in London. Currently we have 13 volunteers from 8 countries participating and further engagement is highly welcome! If you are interested, please send us an email.

The primary focus of the SIG will be on privacy issues, as the EU privacy direction including obligatory cookie opt-in consent highly affects WA processes in Europe. Additionally, the SIG wants to actively take part on topic-related discussions with politicians, data protection officers, and the industry, and by doing so, strengthen the awareness of the WAA as a neutral source of expertise. Ultimately, we want to better establish WA as a regular (mandatory) part of every digital initiative’s maintenance in order to better position and explain the profession of a web analyst. More to come soon.


We had a very good test result from the (so far biggest) WAC group exam in November: 68% of the candidates have passed successfully. Germany has now 20 CWAs™ (in comparison, the U.S. has 40 CWAs™ and the UK has 7).

Congratulations to our new Certified Web Analysts!


Join the WAA Chicago Chapter for a Panel Discussion on Social Measurement on Wednesday, January, 25, 2012.

Who: Local digital decision makers and social media marketers
What: An educational and networking event solely focused on social media measurement and its integration into the marketing mix
Where: Critical Mass, 225 N. Michigan Avenue
Register now!

Get more details.

We hope to see you there!


The WAA Seattle Chapter is exploring outreach possibilities through which Chapter members can donate their time and expertise to worthy causes. The first of these is the Global Foundation for Children with Hearing Loss, who will be presenting their organization and highlighted where they could use help with their marketing and site optimization.

For more information about this project, or to get involved, contact the Seattle Chapter Leadership Team.

Journal Articles Available to Members

Articles from the Journal of Advertising Research, Marketing Science, and the Journal of Marketing Research are available to WAA 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...