Web Analytics Association

WAA Public Sector 2009 Survey Analysis

Fri, 12 Jun 2009 19:33:46 GMT

WAA Public Sector 2009 Survey Analysis
Start Date: 12-Jul-10 8:30 AM
End Time: 12-Jul-10 5:30 PM
Location: WAA Document Download
Speaker:

Event Details:

The WAA Public Sector SIG conducted a literature search to determine the state of public sector analytics, and then conducted a survey of 124 participants from four types of public organizations: government (including both U.S. - and non-U.S. government agencies), non-profit, academic, and foundation. The survey respondents included WAA and non-WAA members. The research team conducted a follow-up phone survey to obtain additional details about survey respondents.

In the interest of establishing a baseline set of data that could serve as a foundation for research, the WAAPS-SIG divided the study into three questions:

How are Web site managers in the public and non-profit sectors measuring the performance of their Web sites?
Can any KPIs used by many non-commerce organizations be used to measure the impact, effectiveness, and contributions of all non-commerce Web sites?
Can we develop a series of benchmarks for the key dimensions of visitor online interaction with the Web sites in the public and non-profit sectors?

Members, you can download a copy of this analysis for free, non-members, please pay here and Lindsay De Santis will email you the document.

WAA Document Download

Web Analytics Association Late Afternoon (WAALA)

Mon, 27 Apr 2009 13:35:01 GMT

Web Analytics Association Late Afternoon (WAALA)
Start Date: 11-Nov-09 5:30 PM
End Time: 11-Nov-09 7:30 PM
Location: namics
Speaker:

namics

Predictive Analytics for Business, Marketing and Web

Tue, 10 Mar 2009 09:30:12 GMT

Predictive Analytics for Business, Marketing and Web
Start Date: 11-Nov-09 9:00 AM
End Time: 12-Nov-09 5:00 PM
Location: AMA Conference Center, in the San Francisco Marriott Hotel, San Francisco, CA 94103
Speaker: Eric Siegel, Ph.D.

Event Details:

A two-day intensive seminar brought to you by Prediction Impact, Inc.

Dates: April 2-3, May 3-4, May 27-28, Oct 14-15, Oct 18-19, and Nov 11-12, 2009
Locations: Toronto (April), San Jose (May), NYC (May), Stockholm (Oct), DC (Oct), San Francisco (Nov)
Or access the online training: Predictive Analytics Applied. Immediate access at any time - SNEAK PREVIEW VIDEO

WAA members receive a 15% discount - use code "WAA"

93% rate this program Excellent or Very Good. (details)

**The official training program of Predictive Analytics World**
**Offered in conjunction with eMetrics events**

About This Seminar

Business metrics do a great job summarizing the past. But if you want to predict how customers will respond in the future, there is one place to turn—predictive analytics. By learning from your abundant historical data, predictive analytics provides the marketer something beyond standard business reports and sales forecasts: actionable predictions for each customer. These predictions encompass all channels, both online and off, foreseeing which customers will buy, click, respond, convert or cancel. If you predict it, you own it.

The customer predictions generated by predictive analytics deliver more relevant content to each customer, improving response rates, click rates, buying behavior, retention and overall profit. For online applications such as e-marketing and customer care recommendations, predictive analytics acts in real-time, dynamically selecting the ad, web content or cross-sell product each visitor is most likely to click on or respond to, according to that visitor's profile. This is AB selection, rather than just AB testing.

Predictive Analytics for Business, Marketing and Web is a concentrated training program that includes interactive breakout sessions and a brief hands-on exercise. In two days we cover:

The techniques, tips and pointers you need in order to run a successful predictive analytics and data mining initiative
How to strategically position and tactically deploy predictive analytics and data mining at your company
How to bridge the prevalent gap between technical understanding and practical use
How a predictive model works, how it's created and how much revenue it generates
Several detailed case studies that demonstrate predictive analytics in action and make the concepts concrete
NEW TOPIC: Five Ways to Lower Costs with Predictive Analytics

Instructor: Eric Siegel, Ph.D.

No background in statistics or modeling is required. The only specific knowledge assumed for this training program is moderate experience with Microsoft Excel or equivalent.

For more information, visit Predictive Analytics for Business, Marketing and Web, e-mail us at training@predictionimpact.com or call (415) 683-1146.

Cross-Registration Special: Attendees earn $250 off the Predictive Analytics World Conference

$100 off early registration, 3 weeks ahead

AMA Conference Center, in the San Francisco Marriott Hotel

55 Fourth St.

San Francisco, CA USA 94103

eMetrics Marketing Optimization Summit Mexico

Thu, 30 Apr 2009 11:09:08 GMT

eMetrics Marketing Optimization Summit Mexico
Start Date: 11-Nov-09 9:00 AM
End Time: 11-Nov-09 5:30 PM
Location: Sheraton Centro Histórico Hotel & Convention Center, Mexico City
Speaker:

Sheraton Centro Histórico Hotel & Convention Center, Mexico City

Avenida Juárez 70 · Colonia Centro

Mexico, Mexico Distrito Federal 06010

Web Analytics Association Late Afternoon (WAALA)

Mon, 27 Apr 2009 13:32:49 GMT

Web Analytics Association Late Afternoon (WAALA)
Start Date: 20-Oct-09 5:30 PM
End Time: 20-Oct-09 7:30 PM
Location: e-dialog
Speaker:

e-dialog

eMetrics Marketing Optimization Summit Washington DC 2009

Thu, 20 Nov 2008 12:57:14 GMT

eMetrics Marketing Optimization Summit Washington DC 2009
Start Date: 19-Oct-09 8:30 AM
End Time: 23-Oct-09 5:30 PM
Speaker:

Event Details:

Marketing executives, managers, and business intelligence experts have been meeting at the eMetrics Marketing Optimization Summit since 2002 to increase the return on their marketing investments. This global conference and expo is recognized as a driving force for the application of marketing analytics, process, and technology for optimizing marketing value and informing business decisions.

Predictive Analytics for Business, Marketing and Web

Tue, 10 Mar 2009 05:06:26 GMT

Predictive Analytics for Business, Marketing and Web
Start Date: 18-Oct-09 9:00 AM
End Time: 19-Oct-09 5:00 PM
Location: Hilton Alexandria Mark Center, Alexandria, VA 22311
Speaker: Eric Siegel, Ph.D.

Event Details:

A two-day intensive seminar brought to you by Prediction Impact, Inc.

Dates: April 2-3, May 3-4, May 27-28, Oct 14-15, Oct 18-19, and Nov 11-12, 2009
Locations: Toronto (April), San Jose (May), NYC (May), Stockholm (Oct), DC (Oct), San Francisco (Nov)
Or access the online training: Predictive Analytics Applied. Immediate access at any time - SNEAK PREVIEW VIDEO

WAA members receive a 15% discount - use code "WAA"

93% rate this program Excellent or Very Good. (details)

**The official training program of Predictive Analytics World**
**Offered in conjunction with eMetrics events**

About This Seminar

Business metrics do a great job summarizing the past. But if you want to predict how customers will respond in the future, there is one place to turn—predictive analytics. By learning from your abundant historical data, predictive analytics provides the marketer something beyond standard business reports and sales forecasts: actionable predictions for each customer. These predictions encompass all channels, both online and off, foreseeing which customers will buy, click, respond, convert or cancel. If you predict it, you own it.

The customer predictions generated by predictive analytics deliver more relevant content to each customer, improving response rates, click rates, buying behavior, retention and overall profit. For online applications such as e-marketing and customer care recommendations, predictive analytics acts in real-time, dynamically selecting the ad, web content or cross-sell product each visitor is most likely to click on or respond to, according to that visitor's profile. This is AB selection, rather than just AB testing.

Predictive Analytics for Business, Marketing and Web is a concentrated training program that includes interactive breakout sessions and a brief hands-on exercise. In two days we cover:

The techniques, tips and pointers you need in order to run a successful predictive analytics and data mining initiative
How to strategically position and tactically deploy predictive analytics and data mining at your company
How to bridge the prevalent gap between technical understanding and practical use
How a predictive model works, how it's created and how much revenue it generates
Several detailed case studies that demonstrate predictive analytics in action and make the concepts concrete

NEW TOPIC: Five Ways to Lower Costs with Predictive Analytics

Instructor: Eric Siegel, Ph.D.

No background in statistics or modeling is required. The only specific knowledge assumed for this training program is moderate experience with Microsoft Excel or equivalent.

For more information, visit Predictive Analytics for Business, Marketing and Web, e-mail us at training@predictionimpact.com or call (415) 683-1146.

Cross-Registration Special: Attendees earn $250 off the Predictive Analytics World Conference

$100 off early registration, 3 weeks ahead

Hilton Alexandria Mark Center

5000 Seminary Rd.

Alexandria, VA USA 22311

Predictive Analytics for Business, Marketing and Web

Tue, 10 Mar 2009 08:02:43 GMT

Predictive Analytics for Business, Marketing and Web
Start Date: 14-Oct-09 9:00 AM
End Time: 15-Oct-09 5:00 PM
Location: To be announced
Speaker: Eric Siegel, Ph.D.

Event Details:

The techniques, tips and pointers you need in order to run a successful predictive analytics and data mining initiative
How to strategically position and tactically deploy predictive analytics and data mining at your company
How to bridge the prevalent gap between technical understanding and practical use
How a predictive model works, how it's created and how much revenue it generates
Several detailed case studies that demonstrate predictive analytics in action and make the concepts concrete

NEW TOPIC: Five Ways to Lower Costs with Predictive Analytics

To be announced

eMetrics Marketing Optimization Summit Stockholm 2009

Thu, 20 Nov 2008 12:55:46 GMT

eMetrics Marketing Optimization Summit Stockholm 2009
Start Date: 12-Oct-09 8:30 AM
End Time: 13-Oct-09 5:30 PM
Location: City Conference Centre / Folkets Hus
Speaker:

Event Details:

City Conference Centre / Folkets Hus

Barnhusgatan 12-14

Stockholm, Sweden

Web Analytics Association Late Afternoon

Mon, 27 Apr 2009 18:30:25 GMT

Web Analytics Association Late Afternoon
Start Date: 11-Aug-09 5:30 PM
End Time: 11-Aug-09 7:30 PM
Speaker:

Does your team spend more time using the web analytics solution than making optimizations?

noemail@webanalyticsassociation.org — Fri, 12 Jun 2009 02:00:00 GMT

Six months ago, your organization decided to go for a sophisticated web analytics solution. The implementation was carried out under the supervision of a product consulting team. The Product vendor suggested your organization to send their employees for 1-week training. Your management decided to send 1 representative from each department i.e. Online Marketing, Merchandising, E-Commerce and Operations. After going through a grilling 1-week of training, your team comes back to their individual departments with 1 question in their mind i.e. What's Next?

While, your management is thinking about, how to create a culture in the organization where, more and more employees participate in creating opportunities for optimization, and help us in achieving a 10-15% increase in the site revenue.

The team starts using the tool based on the training provided by the vendor but, despite of spending 3-4 Hrs/Week for 3 months, no significant lift in the traffic and revenue was observed. The management is confused and frustrated with the tool capabilities but, not focusing on important aspect i.e. how the tool is being utilized by individual departments?

Here are certain questions; I would recommend management should ask their individual departments?

What % of time your employees spend in observing the basic clickstream metrics i.e. Visits, Unique Visitors, Revenue, Orders, AOV, Basket Size, Average Selling Price etc.?
What % of their time they spend in reconciliation between in-house transactional system and the web analytics solution?
What % of their time they spend in reading and interpreting the data?

You will be surprised to know that, more than 90% of your team time gets spend towards above activities instead of focusing on following areas, which have a potential to create opportunities for optimization for e.g.

Try to understand the Pathing Behavior of your online visitors.
Keep an eye on the return frequency of your online visitors.
Check the bounce rate on your key landing pages.
Look at the navigational behavior of your campaign visitors and segment it based on different channels so that; you could smartly optimize your marketing budget
Measure the value of your key landing pages and check their contribution in the conversion process
Calculate the lifetime value of your paid search keywords and check the trend month over month. May be you are wasting too much money on your paid search channel and all the credit is getting cannibalized by your super affiliates or organic channel
Your marketing initiatives may not be driving the incremental sales month over month but, they might be contributing to the store sales. So; keep an eye on what % of your online traffic is engaging with the store locator?
Check the % of Null Searches happening on the site and identify the search keywords and the referring pages.
Is your team spending the entire focus on a 1-2% of your online visitors who are entering in to the conversion funnel rather than, understanding the behavior of remaining 97% visitors, who are not even reaching your shopping cart? Is there is a mismatch between your visitor objectives and the merchandising strategy?

As always, I appreciate your comments, feedback and ideas for the new post. Please let me know, how your team is spending their time using the tool?

11-Jun-09 10:00 PM

Website Morphing

noemail@webanalyticsassociation.org — Tue, 09 Jun 2009 13:00:00 GMT

Hauser, John R., Urban, Glen L., Liberali, Guilherme., Braun, Michael, (2009) Website Morphing. Marketing Science, Vol 28, pp. 202-223. 21 pages.

Reviewed by Christopher Berry, May 2009

Executive Summary:

The authors define website morphing as changing “the website automatically by matching characteristics to customers’ cognitive styles”. They define a cognitive style as “a person’s preferred way of gathering, processing, and evaluating information”. They note four technical challenges, namely, “(1) For first-time visitors, a website must morph based on relatively few clicks’ otherwise, the customer sees little benefit. (2) Even if we knew a customer’s cognitive style, the website must learn which characteristics are best for which customers (in terms of sales or profit). (3) To be practical, a system needs prior distributions on parameters. (4) Implementation requires a real-time working system (and the inherently difficult web programming.” They proceed to solve these problems using their preferred mathematical solution.

Of particular interest is the classification of clicks based on area of the page: content area, content purpose, and navigation – and the use of this data in real-time.

They also launch into a case study by British Telecom (BT) and the math behind it, namely Gittins and Bayesian loops, concluding “The Bayesian updating enables customers to reveal their cognitive styles through their clickstreams. Together, the Gittins and Bayesian loops automate morphing (after a priming study).” The authors estimate that if their method were implemented system wide for BT, the increases in conversion would “represent approximately $80 million in additional revenue”.

In sum, they describe a process for automatically modifying the look and feel of a website based on performance and cognitive styles.

Review:

The paper is enormously important for web analytics practitioners for at least four reasons.

The first is that it provides an example of web analytics being used in real-time to improve the user experience. Incremental improvements to a website can be very challenging to execute in many medium to large organizations. The ability to set meta-meta rules for experiences and to incrementally adjust those rules based on the analytics opens a new dimension of applicability for web analytics.

The second is that finally, perhaps, the Internet Channel can live up to some of the initial 1995 hype. Supposedly, we were supposed to be able to do what Direct Mail marketers have been able to do for decades – careful segmentation and experiential differentiation. So far, many (if not most) websites, serve up one-size-fits-all experiences, or, we differentiate using very early forms of personalization. The underlining theme of morphing is to adjust the experience to the manner in which a user thinks.

The third is that web analytics, as it is currently practiced, does not rely on many statistical methods. Not all variants of website morphing will make use of the authors preferred course of Gittins plus Bayesian loops. Web analytics, as a practice, will face the dual pressures of having to acquire a new skill set and simultaneously explain the methods to non-practitioners.

Initially, I believed that website morphing would pose a direct threat to hosted vendors. While retaining hosted analytics solutions in addition to a morphing analytical system might be psychologically unsatisfying from a management perspective (“why can’t one system do it all?”), page view level analytics, even without morphing information embedded therein, can still be of some value to the organization. It can holistically report how, in the past, the website has performed.

Morphing represents an additional layer of data - a complication. Many tools do not take into consideration the effect of an A/B or a multivariate test over a specific period of time even within the same vendor toolset, so the deficiency and complication is already present. If there are 16 cognitive profiles and 16 matching morphs, with a single A/B test therein, there would be 32 unique experiences to measure. Third party analytics could tell the organization how the website morph is performing in aggregate, but significant changes to the existing pageview paradigm would need to be made for the third party provider to offer data with respect to why which morph, and which version of the morph, performed better.

Fourth, website morphing will require an initial set of inputs that will be heavily, though not exclusively, informed by web analytics derived insights. The preparation of these customer profiles and the pre-populating of experiences will represent an enormous opportunity for web analysts to shine in an interdisciplinary process. Web analysts risk a loss of leadership if they neglect the opportunity or do not seek a major ownership stake in the technology.

In sum, the paper is important, and I would recommend a read by web analytics practitioners and managers.

A single copy of the full journal reviewed above is available to members of the Web Analytics Association. To request a copy, email .

9-Jun-09 9:00 AM

WAA Public Sector Survey Analysis

noemail@webanalyticsassociation.org — Thu, 04 Jun 2009 19:00:00 GMT

In the interest of establishing a baseline set of data that could serve as a foundation for research, the WAAPS-SIG divided the study into three questions:

How are Web site managers in the public and non-profit sectors measuring the performance of their Web sites?
Can any KPIs used by many non-commerce organizations be used to measure the impact, effectiveness, and contributions of all non-commerce Web sites?
Can we develop a series of benchmarks for the key dimensions of visitor online interaction with the Web sites in the public and non-profit sectors?

Members, you can download a copy of this analysis, non-members, you can purchase this document for $50 until July 11, 2010.

4-Jun-09 3:00 PM

Do Paid Search Campaigns Generate Repeat Purchases?

noemail@webanalyticsassociation.org — Thu, 14 May 2009 05:00:00 GMT

Customer Acquisition and Customer Retention are the two most important terms that retailers and brands talk about in their monthly, quarterly and yearly management meetings. The outcome of these meetings often generates tremendous pressure on the Agencies to optimize their marketing budget across different campaigns & channels, explore new channels for customer acquisition and raise the switching cost for the existing customers by building brand loyalty and trust.

As Pete Blackshaw (EVP, Nielson) has also mentioned in his recent hardcover, Satisfied Customers Tell Three Friends, Angry Customers Tell 3,000. So; it's very important for the retailers and brands to understand the very first conversion experience of the customer, and plan out their retention strategy based on that because, every touchpoint of the customer has an objective behind it, and when you correlate that information with the channel they came from, it makes the picture clearer.

To provide some more context around this, let's take an example:

Four months ago, I was searching for a Book reader on Google and saw a PPC AD for Amazon Kindle. I clicked on the AD and got redirected to the KINDLE Product Page. I Read the Product Description, Looked at the Product Demo and finally, went through 25 Reviews from the existing customers. After reading the reviews, I decided to place an order. On the Order Confirmation page, I saw a Delivery Window of 45 Days for my merchandise, and it really freaked me out but still, I decided to place an order considering the value proposition.

Right after the order is placed, I received an Order Confirmation Email within 15 minutes stating that, my order has accepted.

After 20 days, I received an email from Amazon that, they have upgraded my order to Kindle 2, and asked me for my permission to be a BETA Customer. After looking at the DEMO and features of Kindle 2, I decided to be a BETA Customer. This email raised my expectation and desire to own the product ASAP.

After 10 days, I received the product and I was pretty happy because, I was expecting it atleast after 45 days but, they delivered with in 30 days.

The day I got the Shipment of my merchandise, I received a CROSS SELL Email from AMAZON, recommending me to buy 3 accessories, e.g. a Leather Cover, an extra battery and the New Best Sellers. This really made me excited and amazed because, when I opened my Kindle Box, I got nervous and concerned about, how would I carry this product and maintain it because, it's WHITE and so Delicate. I was thinking about going to the AMAZON and looking for a cover but, they knew it what would be my first reaction after opening the box, and they just hit the nail at the right spot.

I opened the email, clicked on the Leather Cover and placed an order and you know what, I got an extra 10% off because of an Order Level Promotion running on the site for the repeat purchasers. This is great customer experience!

Now, if we look at this story from the online marketer perspective, it was a wonderful execution of Search Engine and Email Marketing strategy. The online marketer bid for the "Book Reader" keyword and assigned this keyword to the "Sony Reader" and "Amazon Kindle Reader" AD Groups. Customer clicked on the Amazon Kindle AD, which generated a Clickthrough data against that Keyword. When the customer converted, it gave marketer the conversion data against that Keyword, Campaign and AD Group.

There was a latency period of 30 days between the first and second purchase activity. It could have been a week if, the delivery window would be 3-7 days. This is a big opportunity for optimization for Amazon, and I am sure they would be working in this direction.

The second conversion activity was driven by a well targeted, personalized and timely email campaign execution.

Here is a question for the Online Marketers: Should the credit of the Kindle Cover be allocated to the "book reader" keyword or not? If yes, what should be the decent latency period between 2 touchpoints and if not, what percent of your paid search visitors converts in the single session?

Here is a million dollar question for the analytics consultants, how do you measure this activity in your analytics solution?

Based on my experience with Google, Coremetrics and Omniture, none of these tools have answered this question well. Even though Omniture provides a lot of flexibility in regards to setting up the allocation and expiry values against your tracking codes, that's still not enough. Recently, Omniture has come up an enhancement to their Cross Visit Participation plug-in which offers 3 new metrics – Cross Visit Participation Orders, Cross Visit Participation Revenue and Cross Visit Participation Assists at the Campaign Level.

About Sushant Ajmani

I am still in discussion with the Omniture Engineering Services regarding measuring latent purchases, so I will explain the reporting piece in the next post on my personal Blog.

As always, I appreciate your feedback and comments and ideas for the next post. If you want to check my previous posts, please visit my blog http://conversionpath.typepad.com/.

14-May-09 1:00 AM

Do you know the Lifetime Value of your Paid Search keywords?

noemail@webanalyticsassociation.org — Sat, 09 May 2009 20:00:00 GMT

Over the last 18 months, lots of retailers have cut down their online marketing budget, and forced their marketing agencies to revisit their customer acquisition strategy, and focus on 2 things i.e. Optimization of Marketing Spend across traditional marketing channels, and Explore New and Efficient channels, which creates brand awareness and promote collaboration and repeat purchase behavior.

Inspite of the fact that, the Social Networks like Facebook and Tweeter have evolved tremendously over the last 12 months, traditional marketing channels such as Paid Search, Email, Affiliates and Comparison Engine still gets the major share of the marketing budget, and among these traditional channels, Paid Search still gets the major attention considering the shopping behavior of the online visitors, which often starts with the major search engines such as Google, Yahoo and MSN.

Considering the value proposition of the Paid Search Channel and their contribution to the bottomline, it's a pretty tough job for the Online Marketers to revisit their Paid Search strategy and optimize various Campaigns and AD Groups making sure, it doesn't impact the current ROI. To assist my Online Marketer friends in this optimization endeavor, I am sharing some of my thoughts which might help them in cutting down their marketing spend against inefficient and poor performing keywords, and divert that savings towards exploring new channels for customer acquisition.

Just like an Online Customer, every keyword that the Online Marketer bid on the major search engines has a Lifetime Value associated to it. Depending on, what categories your search keywords fall, the Lifetime Value varies for each keyword. If you are "Major Brand" and bidding for the Brand specific keywords, your keywords might have a longer Lifetime Value but, if you are a "Category Seller", bidding for the General, Category or Style specific keywords, which generally have a pretty higher CPC rate, and a pretty high cannibalization cost, these keywords might have a lower Lifetime Value for your organization. The reason for that is, the competitive landcape is becoming cluttered, aggressive and brutal. Initially, an online retailer was competing with other online retailers but now, the Comparison Engines and even your Super Affiliates are in the game too, and bidding for the same keywords to earn better commission. It has not only make the sales cycle longer but, on the other hand diverted a % of qualified traffic to the competitors

Now the question is, how to determine the Lifetime Value of your Paid Search Keywords and Pull the Plug once the Juice stops coming?

The definition of Lifetime Value here is, what is the Net Present Value of the Profit that you will realize on the average keywords in the coming months.

For the ease of analysis, let's pick the Top 5 keywords for the current month and sort them in a descending order based on their current month Clickthrough Rate (Clicks/Impressions). Create a Trend Report for last 6 months and calculate the % drop or appreciation in the CTR for these 5 keywords.

Filter out those keywords which are showing a constant drop in the CTR % month over month. Calculate the Avg. Revenue per Click using your Web Analytics Solution and compare this number with the Cost Per Click you paid to the Search Engines for these keywords in the last 6 months. The reason we are doing this comparison because, if your Paid Search AD has a Poor Clickthrough Rate and the quality of your Landing Page content is poor, your CPC will increase overtime and that might drain all your marketing revenue to Google's Pocket.

Take these keywords and search for them on Google to see, what ADs are competing with yours. You will be surprised to find that, among your competitors, your channels partners are also bidding for the same keywords and some of them might be your Super Affiliates.

If on an average 10% decline in the CTR happening since last 6 months, and the "Avg. Revenue/Click" is lower than the Keyword CPC, then you should stop bidding for these keywords because, they are just 4-5 months away from their demise, and it's better you save the money from going in to drain.

Repeat the same exercise for those keywords which are showing an appreciation in the CTR since last 6 months but, have a poor "Avg Revenue/Click". For these keywords, check the Pathing Behavior of the visitors after landing on the site, and determine the major Exit Points. Compare these Exit Points with the Objectives of your Paid Search Campaigns and ask yourself a question, are my campaigns in sync with the visitor objectives? and if not, then bring them in sync before wasting more money.

After all, we don't want unqualified traffic on our site. We want our visitors to enter the conversion funnel.

Remember, the defintion of conversion can vary from retailer to retailer. For your site it might be Order Conversion but for others, it might be Catalog Request, Newsletter Signup or may be a Store Locator Search.

The above scenario doesn't include 2 key aspects of online world i.e. the Return Frequency of the online visitor, and the Latency of the Paid Search Channel. It will be incorrect to assume that, every visitor who comes from the major search engines on your site converts in the same session because, Paid Search Channels have an average 30 Day Latency, and if we include that in the above example you will be surprised to find that, your other marketing channels might be cannibalizing your paid search credit and leaving you with higher CTR and a Poor Conversion. In the next post, we will talk about the Latency of the Channels and how to allocate credit of the purchase to the right channel?

As always, I welcome your comments and feedback and ideas for future blog posts.

9-May-09 4:00 PM

Review: The Web Analytics Report 2009

noemail@webanalyticsassociation.org — Tue, 05 May 2009 11:00:00 GMT

The bottom line, quite frankly, is to know if, The Web Analytics Report 2009 report should be purchased? Is it worth the time to absorb the content or the cost? Due to the sheer amount of research and information different types of readers can glean, then the short answer is yes.

This report is for the project professionals and the purse string guardians...

Many who will hear about this report will already be web analytics professionals, but the intended audience not only includes them but goes beyond as there is a larger business environment to consider. This report is for the project professionals and the purse string guardians where implied information on time lines, dependencies and costs are useful. It’s for the curious, the executive types and for those in the implementation trenches where they can find great vendor comparisons, overall education and concepts worth knowing.

This report, like it’s subject matter, is a useful and potentially sophisticated tool in and of itself. What may push this report into the must-have pile is the attempt to compare vendors and tools to non-biased industry standards as proposed by the Web Analytics Association (WAA). There’s some good work here that can only help the education and the implementation practice as a whole and the discovery of industry trends.

It’s worth having a better vertical and horizontal view of the subject; especially if the reader gains better knowledge of what her peers are up to.

Perhaps 400+ pages seems like a lot in its entirety but there are two important concepts to keep in mind. First, the introduction directs readers to their proper sections based off their needs. That’s great if you only have a moment and need to satisfy your niche concerns. The second, is that (in my opinion) reports are a faster read than a like paged, popular novel. While that may only be my own bias, my recommendation is to not be intimidated by page count alone. Take a look through the whole report after you’ve read your recommended section. It’s worth having a better vertical and horizontal view of the subject; especially if the reader gains better knowledge of what his peers are up to. There’s a greater potential for coordinating efforts and uncovering many of the moving pieces in the multi-faceted world of web analytics.

The next few lines will hint at what’s inside and specifically why the information is valuable. There’s:

Part 1 – How to Use This Report,
Part 2 – What is Web Analytics?,
Part 3 – Business Case for Web Analytics,
Part 4 – Web Analytics Technology and Features,
Part 5 – The Web Initiative: Purchasing and Implementation,
Part 6 – Web Analytics Software Vendors
and finally the appendices.

Throughout the report there is some obvious effort to educate the reader about web analytics tasks at hand in addition to the industry trends as a whole.

On a side note: The reader needs to be aware of the industry changes currently underway. There is a marked increase in the types of technologies and how they perform on the web. There’s also a rising comfort level with business professionals and our online customers as they are increasingly savvy when it comes to the web, doing business online or having fun.

Under this reality of ever increasing web usage and the blind necessity to try and monetize absolutely everything whether it makes sense or not, the web analytics vendors are rightfully pushing boldly into new areas. Some of these newer areas (while far from perfect) include the merging of divergent online/offline information and processes – essentially trying to create the single source, uber-marketing utopia.

At its core the report successfully positions itself as the foundation source material for educating both stakeholders and decision makers.

Regardless of all the tools and their flavors, working in this environment does get exceedingly complicated exceptionally fast. As in many things, but especially for these costly, politically charged web projects where the web is still the shiny toy and gets lots of attention, the buyer must be aware and be able to look past the hype and shiny brochures with a level head. The report does a decent job planting the seed for critical thinking into our collective heads.

This report is a great first step towards education. Perhaps I could have begun and ended this review with that statement? It is also an excellent resource for allowing one professional to peer over the fence at his peers, peek at the vendors and gain some knowledge of the web analytics industry as a whole. At its core the report successfully positions itself as the foundation source material for educating both stakeholders and decision makers. It arms them with good information and critical arguments to pass up and down the chain. This report should sit on any of the decision maker’s desks as a reference and as proof of her due diligence. The ultimate question seems to be “how” and “when” web analytics initiatives will be carried out…not “if”. Prepare yourself.

CMS Watch The Web Analytics Report 2009 is available at: http://www.cmswatch.com/Analytics/Report/. WAA Members get a 10% discount for the initial purchase, and 50% off subsequent years.

Feedback

The Web Analytics Report 2009 feedback is encouraged at this email: editor@cmswatch.com.

5-May-09 7:00 AM

Do the first 3 touchpoints make all the difference?

noemail@webanalyticsassociation.org — Sun, 26 Apr 2009 14:00:00 GMT

Few years ago, I learned an important fact about the online retail industry and that was, on average, every online customer visits a retailer site at least 2-3 times before he goes for a final conversion. However, the definition of conversion can vary from retailer to retailer depending on their business model, online/offline store presence, type of merchandise they deal in, competitive landscape, online marketing mix and on top of that, what their target customer segment is and their objectives?

Recently, I unsurfaced some really interesting facts while doing an analysis for one of my client, and I thought it would be better to share these facts with other members in this association and listen their perspective.

20% of the monthly revenue comes from the first touchpoint visitors.
The next 30% comes from second touchpoint visitors.
The next 28% comes from third touchpoint visitors.

If we aggregate the above numbers you will notice that, the first 3 touchpoints of the visitor makes all the difference, and if the retailer is not able to assist the visitor in his conversion process, then he might lose this visitor to his competitor.

The above % can vary from retailer to retailer depending on the marketing mix, and how the retailer hand hold the visitor from one marketing channel to another until the customer converts. Now the question is, what marketing channels makes the most difference and what should be the recency between the first 3 touchpoints to generate the above results? To learn more about this, check the second part of this article.

26-Apr-09 10:00 AM

The Market Valuation of Internet Channel Additions

noemail@webanalyticsassociation.org — Tue, 14 Apr 2009 00:00:00 GMT

Geyskens, Inge., Gielens, Katrijn., Dekimpe, Marnik G. (2002). The Market Valuation of Internet Channel Additions. Journal of Marketing, Vol 66., pp. 102-119.. 18 pages.

Reviewed by Christopher Berry, April 2009

Executive Summary:

The authors focus on how the stock market responds when a company adds the Internet to its marketing mix. They note demand issues: demand and price level, and supply issues: physical distribution costs and transaction costs, and ask if the net effect is performance enhancing or performance destroying.

The authors build a framework around the firm (channel power, intensity of experience, scope of experience, firm size), introduction strategy (order of entry, publicity) and marketplace (product-demand growth, channel-demand growth). They train their framework on European newspapers, citing that it “...offers an interesting setting in which to apply our framework. First, it represents a mature, old-economy industry that faces rising costs, falling revenues and increasing retail power.”

They found that the stocks of newspapers that added an Internet channel went up marginally after an Internet channel launch. They conclude “Adding an Internet channel to an entrenched channel system is a double-edged strategy”. They argue that the addition saps goodwill from entrenched channels, that it isn’t likely to generate demand but instead “may cause cannibalization and/or brand-damaging interchannel conflict”. They also find “that firms of any size can successfully enter the playing field”, causing firm size to be less of an issue, but that “firms should indeed be fast” in deploying to the channel.

Review:

The article is interesting because much has been written lately on the destruction of newspapers by the Internet.

This general framework, in making the decision to expand to the Internet, is useful. While many companies have websites, many of them are still, strictly speaking, brochureware or non-transactional catalogs. The decision to add real commerce and transactional functionality is not one to take lightly. Web analytics, used to evaluate the existing performance of a web presence, is a valuable input into that decision - but it is just one factor among many. Carefully considering demand, price, physical distribution costs and transaction costs are a very good start.

This article is not recommended for web analytics practitioners who are not actively engaged in evaluating Internet channel expansions.

A single copy of the full journal reviewed above is available to members of the Web Analytics Association. To request a copy, email .

13-Apr-09 8:00 PM

Evaluation of Internet Advertising Research

noemail@webanalyticsassociation.org — Tue, 14 Apr 2009 00:00:00 GMT

Kim, Juran., McMillan, Sally J., (2008) Evaluation of Internet Advertising Research: A Bibliometric Analysis of Citations from Key Sources. Journal of Advertising Vol. 37 pp. 99-112. 14 pages.

Reviewed by Christopher Berry, April 2009

Executive Summary:

The authors undertook a Bibliometric Analysis of the Internet Advertising Research from four journals: Journal of Advertising, Journal of Advertising Research, Journal of Current Issues and Research in Advertising, and Journal of Interactive Advertising. They analyzed 113 papers and 2935 citations, spanning 1994 to 2003. They scanned the full citation listings using Adobe software, and then used Microsoft Excel as a database. Each citation includes the names of the authors, title of cited work, the year published, and all footnotes. They filtered out self-citations.

They sorted the citations and drew a social graph, identifying which authors and which papers were cited most often, and by who. They found that a paper by Hoffman and Novak on marketing in on-line environments (1996) was most cited and most influential.

They discovered six primary themes: “effectiveness of Internet advertising, interactivity, electronic commerce, advertising processes, attitude towards the site/ad/brand, and comparisons to traditional media.” Effectiveness included “a range of theoretical issues (such as user perception) and practical applications (such as click-through). Electronic commerce tended to focus on conversion. Advertising processes focused on “how advertising works and focus on the persuasion process” and are most rooted in the pre-Internet literature. There were several attempts to standardize the term ‘attitude’, and multiple attempts to compare the Internet to traditional media.

Interestingly, the authors note: “Co-citation analysis offers insights into “invisible colleges” within a field. “Co-citation analysis is valuable to present invisible colleges because it can facilitate visualizing social networks among scholarly communication in a discipline.” The authors conclude “Because academic analysis of Internet advertising started about 10 years ago, it is not yet possible to compare citation patterns over time as has been done in other similar bibliometric studies...Further studies that aggregate and interconnect citation and co-citation networks should be done to show paradigm changes in the discipline over time.”

Review:

This article is important from two analytical points of view.

The first is that it provides a great roadmap for approaching which articles the Peer Review Project should add to its list.

The second is that it is a practical example of social analytics. The method of treating citations like ‘hyperlinks’ and ‘crawling’ them is great, as it’s the way that several search algorithms operate and something we can relate to. The notion of co-citation networks and ‘hidden colleges’ is also very important and incredibly applicable to marketing. Uncovering these ‘hidden colleges’ could be key in word of mouth / social marketing, either for getting the word out, or, attempting to contain a PR nightmare. Hidden networks of people tend to have the greatest power. Sadly, the use of social graphs has yet to be fully popularized in the Web Analytics community, in part due to deficient computational processing power and the lack of graph theory expertise. Those who emulate Kim and McMillan will gain competitive advantage.

The six themes they note are particularly interesting. The web analytics community seems to have been dominated by specific themes between 2006 and 2009. While we were talking about ‘Engagement’ just recently, academics were talking about the nature of Interactivity and its impact on Persuasion several years before hand. Our hidden colleges in the web analytics community are now talking about conversion and attitude, mind you, in the guise of ‘satisfaction’, and recently, with the emergent concept of ‘affinity’. A bibliometric analysis of our community would be welcomed.

This article is recommended for web analytics practitioners for two reasons. It is an excellent introduction to the breadth of knowledge that already exists in the academic sphere. The second is that is a relatively accessible and practical application of social analytics.

A single copy of the full journal reviewed above is available to members of the Web Analytics Association. To request a copy, email .

13-Apr-09 8:00 PM

Metrics Matrix

noemail@webanalyticsassociation.org — Sun, 12 Apr 2009 00:00:00 GMT

This document outlines a reporting model for media sites. I am tempted to say that this is a typical model. But there is substantial variation in media sites and opinions about how to track them. I don’t know that any model can be called typical. So this paper is about one model out of many possible models.

This model allows for both horizontal comparisons (at a given level) and a vertical drill-down (or roll up). The metrics covered here are not the only metrics one can get or that are useful. Rather we are concerned with monitoring; monitoring the effect of changes made to the site or user behaviors over time. It focuses on the primary metrics used to report performance and improvement and the relationship between those metrics.

The document is concerned with “causes” (etiology) rather than the predictive use of metrics. It does not cover the insights into customer intent that can be inferred from the measured behaviors. That is beyond the scope of this overview. In short, while there are many intelligent and outside-the-box considerations, this is about the box.

1. Metrics Purpose

One can generalize 5 purposes for which various metrics are used:

Business optimization – Business Optimization is concerned with the economic success of the company and the metrics are highly correlated to business revenue or strategic goals.
Feature optimization – Feature optimization is concerned with the success of a specific product or application. Metrics are focused on customer interest in the product and its parts.
Campaign optimization – Campaign optimization is concerned with maximizing the effectiveness of a discrete effort over some period of time. These are the marketing measures used to track reach and acquisition. SEO fits into this category.
Process optimization (usability) – Process optimization focuses on user interaction with the product. The metrics are used to improve the ability to use the tool and the effectiveness of the user interface.
Quality assurance – Used to monitor the operational conditions of the site. For example, was there a sudden drop in traffic due to server failure or an increase in 404 errors?

These are, in effect, different types of success measures that answer different kinds of questions. In deciding on the success measures for a project, one must be aware of what type of success is being considered. One can have a product of significant interest to users but has poor usability or a product of great interest that contributes little value to the business. It can be confusing in that the same metrics are often used to measure different types of success. Those measures will have a different meaning depending on which question is asked. (Note that for the purposes of this document I am focusing on the internal metrics of the media site rather than metrics provided to advertisers. While the goals of a media site and its advertisers are symbiotic, they are different.)

The type of success measure also tends to map to the responsibility of the “metric consumer”. A Producer responsible for links might tend to look at process and campaign metrics while a product Vice President might tend to look more at business and feature metrics.

2. Level

The selected metrics should be tracked consistently at various levels of the site. This is the core requirement of the model. This allows management to monitor overall performance then drill down to the actionable detail about what is affecting those higher level numbers; a vertical segmentation. It also allows a horizontal comparison between pages, page groups, and applications at the same level. The latter can provide insight into relative value. Those levels are:

Site
Page Group
Page
Module
Link

Note that these are all page segmentations rather than audience segmentations. Examples of page groups are subject, page type (form, article, news, etc.), site area, and tool or application. Modules are collections of related links rather like a page group is a collection of related pages. In general, the more granular the level of tracking, the more the information tends to be tactical and actionable. Changes in higher level tracking are usually investigated by segmenting the contributing metrics at the more granular level to see what components changed.

Again, interest in a metric level tends to map to the metric consumer’s level of organizational responsibility.

3. Metrics

The metrics listed below are standard metrics used to monitor a media site. The metrics are used in combination to understand site activity and “contribution” (and by inference behavior and intent).

PVC (Consumption After/Visits).
Repeat use. Visits/UU)
Page Group Contribution. (PV/Site Visit).
Page Consumption (PV/Visit).
CTR (Clicks/Impressions).

These are not the only metrics available. There are chosen to provide an integrated vertical view; from a high level overview to granular link level information. (Campaign and search metrics are not covered here as they do not tend to roll up well.)

1. Page Velocity Consumption (PVC)

1.1. This is a primary engagement measure of ‘driver value’. PVC measures the average pages consumed in a visit after seeing a particular module, page or page group. As such it measures what has been termed the “persuasion path”. For media sites that get paid by the page view or sponsored page view, it is a business optimization metric reflective of revenue.

1.2. PVC is calculated by Consumption / Visits

2. Repeat use.

2.1. On both a site and product level, this metric provides insight into the attractiveness of the site/product and the ability to deliver traffic and revenue over time.

2.2. Repeat use is calculated by Visits / Monthly Unique Users.

3. Page Group Contribution (PGC)

3.1. PGC is similar to the regular Page Consumption metric below but measures overall contribution to the site. It’s a way to view the relative contribution and performance for different site sections and applications.

3.2. PGC is calculated by Page Views / Site Visits.

4. Page Consumption

4.1. This engagement metric will provide information about which of the changes produced the most effect within the application or page collection. It is similar to the PVC metric above but measures the page consumption within the tool or page group. As such, it tends to be a measure of product success rather than business success. At the site level, it can be a business success metric.

4.2. Page consumption is calculated by Page Views / Visits.

5. Page Click Though Rate (CTR)

5.1. Page CTR measures the ability of the page to move the user to the next step and is an important tactical measure. It provides a holistic view of the page and the effect of the change on the page as a whole. Since any one change on a page will be impacted by and impact upon the other elements on the page, this metric provides the net effect of the change.

5.2. Page CTR is calculated by Page Clicks / PV.

5.3. A corollary measure that is sometimes used is the Click Interaction Rate. This is the Total Clicks / Visits. This is sometimes a more revealing engagement metric for Flash and Ajax applications where there may be limited page views.

6. Module/Link CTR

6.1. This provides a basic metric for the specific module, link or other single element being tested. It is a measure of usability or persuasion (for copy) by looking at whether the link moved the user to the next step.

6.2. In addition, this metric is used to look at relative link interaction. In many cases, a change will move people from one action to another on the page rather than improve CTR overall. This information will provide insight into the detail of how the change modified the behavior within the page.

4. Metrics Matrix

This section lays out in grid form the metrics and the levels outlined above for easier reference. It also provides an overview of how the metrics are used for monitoring. Each level suggests a report or reports for the corresponding level of organizational responsibility.

The grid is laid out by level with the metrics listed for each level. The metrics in the lighter font indicate that those specific metrics do not apply at the given level, but are reflected in other metrics as noted. The Use column provides general information to help answer two questions about a given metric:

How do I use it?
What can I learn from it?

Level	Metric	Use
Site	PVC	At the site level, PVC is reflected in Page Consumption (PV/Visit).
	Repeat Use	Monitor over time. Investigate changes using the Page Group “level” segmentation. Investigate changes by looking at both the Visit and MUU components. Use as a KPI to monitor the site’s overall ability to encourage or discourage use over time. Use as a baseline measure for the relative ability of site components to encourage repeat use. Use to monitor the success of cumulative changes to the site over time.
	Page Group Contribution	At the site level, this metric is the same as Page Consumption.
	Page Consumption	Monitor over time. Investigate changes using the Page Group “level” segmentation. Investigate changes by looking at both the Page View and Visit components. Use as a KPI to monitor overall site engagement. Use to monitor the success of cumulative changes to the site.
	Page CTR	At the site level, this is reflected in the Page Consumption metrics.
	Module CTR	At the site level, this is reflected in the Page Consumption metrics.
	Link CTR	At the site level, this is reflected in the Page Consumption metrics.
Page Group / Application	PVC	Compare to the site’s overall Page Consumption Compare to other page groups to evaluate relative contribution. Monitor the trend over time for the page group. Investigate changes to the trend. Use to evaluate the general business effectiveness of the Page Group / Application. Use to evaluate the downstream impact of changes made to the Application or Page Group. Did it go up or down after the change? Use to investigate changes observed in the Page Consumption metric as the Site level.
	Repeat Use	Compare to the site average of repeat use. Compare to other Page Groups / Applications. Monitor the trend over time for a given Page Group / Application. Investigate changes to the trend. Use to evaluate the success of changes to the Page Group / Application over time. Was the change significant enough to affect performance over time? Use to investigate changes observed in this metric at the Site level.
	PageGroup Contribution	Compare to other Applications/Page Groups. Monitor the relative trend over time. Use to evaluate the relative success of changes to the Page Group / Application. Did the contribution to the site overall improve or not? Were users shifted from lower value activity to higher value activity? Use to investigate changes observed in the Page Consumption metric at the Site level.
	Page Consumption	Compare to other Page Groups / Applications. Monitor the trend over time for a given Page Group / Application. Investigate changes to the trend. Use to understand the relative engagement value of various Page Groups or Applications. Use to evaluate the relative success of changes to the Page Group / Application. Did it go up or down after the change? Use to investigate changes observed in this metric at the Site level.
	Page CTR	At the page group level, this is reflected in Page Consumption.
	Module CTR	At the page group level, this is reflected in Page Consumption.
	Link CTR	At the page group level, this is reflected in Page Consumption.
Page	PVC	For a given page, compare to the average Page Group PVC for Groups of which this page is a part. Compare to other pages within the group. Use to evaluate the contribution of a given page to business success. Use to evaluate the downstream impact of changes made to the page. Did it go up or down after the change? Use to investigate changes observed in this metric at the Page Group level.
	Repeat Use	Compare to other pages in the group. Monitor for selected pages over time and investigate the changes. Use to evaluate the success of changes to the page over time. Was the change significant enough to affect performance over time? Use to investigate changes observed in this metric at the Page Group level.
	Page Group Contribution	This is provided at the Page Group and Site levels. It is of limited use at the Page level.
	Page Consumption	This is provided at the Page Group and Site levels. It is of limited use at the Page level.
	Page CTR	Compare to other pages in the page’s Page Group Monitor the page over time and investigate the changes. Use to evaluate the general ability of the content and links to drive to the next page. Use to evaluate the success of changes to content or layout of the page. Did the change cannibalize other page elements or was there a net gain? Use to investigate changes in the Page Group level Page Consumption metric.
	Module CTR	At the page level, this is reflected in the Page CTR metric.
	Link CTR	At the page level, this is reflected in the Page CTR metric.
Module	PVC	Compare to other modules on the site Compare to other modules on a given page. Use to evaluate the general participation of a module in a successful visit. Is it a successful driver in visits overall? Use to evaluate the success of changes. Did it go up or down after the change? Use to investigate changes observed in this metric at the Page level.
	Repeat Use	This is reflected in the Page, Page Group and Site levels. It is not useful at the module level.
	Page Group Contribution	This is reflected in the Page Group level. It is a page metric and not applicable at the module level.
	Page Consumption	This is reflected in the Page Group and Site levels. It is a page metric and not applicable at the module level.
	Page CTR	This is provided at the Page level. It is a page metric and not applicable at the module level.
	Module CTR	Compare to other modules on the same page Compare to all modules to determine the most effective drivers. Use to evaluate the ability of a given module (link collection) to produce a next step conversion. Use to evaluate the success of changes to the module. Use to investigate changes observed in the Page level Page CTR.
	Link CTR	At the module level, this is reflected in the Module CTR metric.
Link	PVC	Compare to the PVC of other links in the module when investigating the activity of that module. Use to evaluate the success of changes. Did it go up or down after the change? Use to investigate changes observed in the Module level PVC.
	Repeat Use	This is provided at the Page, Page Group and Site levels. It is of limited use at the Page level.
	Page Group Contribution	This is provided at the Page Group and Site levels. It is a page metric and not applicable at the link level.
	Page Consumption	This is provided at the Page, Page Group and Site levels. It is a page metric and not applicable at the link level.
	Page CTR	This is provided at the Page level. It is a page metric and not applicable at the link level.
	Module CTR	This is provided at the Module level.
	Link CTR	Compare to the other links in the module when investigating the activity of that module. Use to evaluate the ability of a given link to produce a next step conversion. Use to evaluate changes to the link copy or destination. Did it go up or down when changed? Use to investigate changes observed in the Module level Module CTR.

About Robert Blakeley

Robert Blakeley is the product manager for WebMD’s analytics tool. Mr. Blakeley has worked in the Internet industry since 1993 and has worked with many companies and government agencies. These include the Direct Marketing Association, International Council of Shopping Centers, Atlantic City and the City University of New York. He can be reached at rblakeley@webmd.net. More articles by Robert Blakeley can be found at www.rblakeley.com/webwork/articles.shtml. © 2009 Robert Blakeley.

11-Apr-09 8:00 PM

New white paper examines challenges of mobile analytics

noemail@webanalyticsassociation.org — Thu, 11 Jun 2009 16:00:00 GMT

Amsterdam, 11 June 2009 - Nedstat announces the publication of 'The truth about Mobile Analytics', a white paper authored by Eric T. Peterson of Web Analytics Demystified and co-authored by Michiel Berger, Chief Innovations and Thomas Pottjegort, Senior Technical Consultant at Nedstat. With the surge of interest among businesses in having a presence on the mobile internet, business owners are facing the urgency of quantifying the value of their investments in this new channel. The white paper examines the central challenges associated with mobile analytics and addresses some of the distractions commonly used to confuse analytics buyers. While a number of mobile-specific applications currently exist, adoption of these solutions is largely driven by the vendor’s targeted efforts to create fear, uncertainty, and doubt on the part of the business. says Eric Peterson. Our goal is to help site operators set better expectations regarding measurement across the mobile web. By outlining the...

Nedstat receives ISO IEC 27001 certification

noemail@webanalyticsassociation.org — Thu, 04 Jun 2009 16:00:00 GMT

Amsterdam, 4 June 2009 - Nedstat, European leader in web analytics, has been awarded the ISO/IEC 27001:2005 certification. The certification testifies that the Nedstat Information Security Management System that contains processes and policies for managing sensitive information and ensuring data security is compliant with international standards. ISO/IEC 27001:2005 is an information security management system standard (ISMS) published by the International Organization for Standardization (ISO) and the International Electrotechnical Commission (IEC) that identifies, manages and minimizes a range of threats to business information. It represents the only auditable international standard, with certification achieved exclusively by companies that demonstrate the highest competency in information security management. Highly sensitive client data is at the core of the services that Nedstat delivers, so handling this data with the utmost care is critical. We are proud to have obtained...

Web Analytics Association to Reveal Results of Its Latest Survey of Non-Profit and Public Sector Analytics During June 4 Webcast

noemail@webanalyticsassociation.org — Tue, 02 Jun 2009 19:00:00 GMT

WAKEFIELD, MA--(Marketwire - June 2, 2009) - The Web Analytics Association (WAA) is pleased to introduce its latest upcoming Webcast, Tapping the Potential of Web Analytics for Public Sector and Non-Profit Sites. The discussion, scheduled to take place Thursday, June 4, at 12:00 p.m. EDT, will be led by Ann Poritzky from the National Institutes of Health and Phil Kemelor from Semphonic, and will provide a look into the unique challenges and opportunities non-profit and public sector web sites face as well as how to get more value out of web analytics to effectively achieve organizational goals. To gain a deeper understanding of this often overlooked part of the web analytics world, the WAA conducted a survey to determine the commitment to web analytics and the state of web site measurement and testing in the non-profit and public sector settings. The results of this survey, which reveal common key performance indicators and propose a series of benchmarks for the key dimensions of...

Web Analytics Association Announces First Annual WAALTER Award Winners

noemail@webanalyticsassociation.org — Thu, 14 May 2009 14:00:00 GMT

WAKEFIELD, MA--(Marketwire - May 14, 2009) - The Web Analytics Association (WAA), the global advocate for the online marketing analytics profession, is pleased to announce the winners of its first annual WAA Leadership and Technical Excellence Recognition (WAALTER) Awards. The award program recognizes companies and individuals who have demonstrated leadership and innovation in the field of web analytics in 2008.

The WAALTER Award is designed to encourage creative and innovative projects or initiatives that embody the web analytics industry's best practices.

The WAA awarded the individual category WAALTER Award to web analytics advocate Stéphane Hamel, founder of Immeria Consulting Services. In 2008, Hamel demonstrated leadership through his development of the Web Analytics Solution Profiler, WASP. With ongoing commitment to web analytics, Hamel directly influences the direction and success of his company, and inspires change throughout the industry.

Predicta, a Brazil-based online communications intelligence company, was announced the winner in the corporate category for its Terra Mobile case study, which involved the development of Predicta's Mobile Module to Atmosphere™ web analytics tool, used to provide Terra Mobile with valuable information about their users. The WAALTER Awards corporate category honors significant contribution in web analytics advancement, innovative use of web analytics to prove profitable growth in business and an active support of industry education programs and activities that foster and promote excellence.

Entries were judged based on three primary criteria: quantitative success in achieving goals, their impact upon the organization or industry and their use of innovation in driving results. The formal announcement of the award winners took place at the WAA Member Meeting, held at the eMetrics Marketing Optimization Summit in San Jose, CA May 4, 2009.

For more information about the WAALTER Award or the Web Analytics Association, please visit: http://www.webanalyticsassociation.org.

Results Are In: Web Analytics Association Announces 2009 - 2010 Board of Directors

noemail@webanalyticsassociation.org — Wed, 29 Apr 2009 12:00:00 GMT

WAKEFIELD, MA--(Marketwire - April 29, 2009) - The Web Analytics Association (WAA), the global advocate for the online marketing analytics profession, today announced the newly appointed 2009 - 2010 Board of Directors. Of the twenty-two eligible consulting, practitioner and vendor nominees this year, the WAA has chosen seven members to serve as new directors for the coming year. The following members were elected by the WAA membership to serve a two-year term on its Board of Directors: -- Anil Batra, Chief Analytics Officer, Ascentium -- Stéphane Hamel, Web Analytics Advocate, Immeria Consulting Services -- Matthew Langie, Senior Director, Product Marketing (Web Analytics), Omniture -- Peter Sanborn, Group Manager, Web Analytics, Microsoft Corporation -- Rachel Scotto, Executive Director, Sony Pictures Entertainment -- Ed Wu, Senior Analyst, Global Consumer Online, Dell -- Alex Yoder, Chief Executive Officer, WebTrends They join current Board members who will be...

The Web Analytics Association and the University of British Columbia Award Bobby Hewitt the Jim Novo Award of Academic Excellence

noemail@webanalyticsassociation.org — Wed, 08 Apr 2009 13:00:00 GMT

WAKEFIELD, MA--(Marketwire - April 8, 2009) - On behalf of Jim Novo, the Web Analytics Association (WAA) and the University of British Columbia (UBC) Continuing Studies are pleased to announce and congratulate Bobby Hewitt, president, owner and director of conversion for Creative Thirst, on achieving the 2008 Jim Novo Award of Academic Excellence. Novo is the co-chair of the education committee for the WAA and a significant contributor to the UBC Award of Achievement in Web Analytics program. The annual Jim Novo Award of Academic Excellence, launched in 2007, is designed to honor the graduate with the highest grade average over all four courses of the UBC Web Analytics program. Hewitt is the second honoree to receive this award of recognition, acknowledging his hard work in the program. The UBC Award of Achievement in Web Analytics teaches participants how to create and manage a web analytics program, including how to optimize the effectiveness of site content, customer support...

What do Internet Users really see?

noemail@webanalyticsassociation.org — Thu, 19 Mar 2009 14:00:00 GMT

What do internet users really see? AT Internet’s innovative answer: ScrollView™ and Zones Analysis. AT Internet enhances its navigation behavioral analysis and offers very powerful ergonomic tools thanks to improved accuracy and graphical representations. More than analyzing clickable elements, ClickZone™ now offers an analysis of displayed zones, and Scrollview™ gives an answer to the long pages problem, by measuring the use of the vertical scrollbar. It is now possible to know what internet users do really see. Measure different zones exposition of a page A page is cut into editorial zones. The analysis of their display helps making ergonomic and commercial choices: banner placement, rewriting of a paragraph… This analysis is also appropriate for template-based websites (product sheets, content pages…). The Zone Analysis module combines several representation modes : - The List mode presents all user-defined zones, displaying them by theme and/or page. It...

Significant improvement of response through use of behavioral data NEW STUDY SHOWS VALUE OF WEB ANALYTICS IN EMAIL MARKETING

noemail@webanalyticsassociation.org — Mon, 16 Mar 2009 15:00:00 GMT

Amsterdam, 16 March 2009 – Nedstat announces the publication of their new commissioned study ‘Integrating Web Analytics With Email Marketing To Improve Campaign Performance’, conducted by Forrester Consulting on their behalf. Based on a recent market survey conducted by Forrester, the study unveils that marketers integrating Web analytics data with email marketing applications can generate nearly four times more revenue and 18 times greater net profits compared with marketers using simple untargeted mailings. According to the survey of 159 email marketers across the UK, France, and Germany, those marketers that analyze the performance of their email applications with regard to specific campaigns are significantly more satisfied with their campaign performance, as compared with those marketers that don’t monitor their campaigns at all. The integration with Web analytics data enables marketers to segment their target audiences more intelligently and address them with tailored...

Web Analytics Association Announces Partner Program Agreement With Web Analytics Wednesday

noemail@webanalyticsassociation.org — Tue, 03 Feb 2009 13:00:00 GMT

WAKEFIELD, MA--(Marketwire - February 3, 2009) - The Web Analytics Association (WAA) has today announced its new agreement with the global community event series, Web Analytics Wednesday (WAW). In a collaborative effort to support the web analytics community, the mutually agreed-upon terms enable support and cross-promotion between both organizations. According to the new agreement, both the Web Analytics Association and the WAA's official conference, the eMetrics Marketing Optimization Summit, will serve as sponsors, providing information and resources to both the WAA and WAW web sites and events. WAA members and visitors to the organization's web site will find WAW events listed on the WAA event calendar and featured in the membership newsletter. Additionally, the agreement gives WAA the ability to have speakers attend WAW events to speak about the Web Analytics Association at the WAW event host's discretion. Eric Peterson has done an enormous amount of community barn-raising...

Mobile Internet is not affected by the financial crisis

noemail@webanalyticsassociation.org — Wed, 14 Jan 2009 13:00:00 GMT

The mobile market is growing at fast pace. Content is increasingly rich, Smartphone sales and mobile internet users are on the rise. Mobile websites are becoming interactive portals, with smart applications, downloadable content, online video games, RichMedia and M-Commerce. According to AT Internet - XiTi the number of mobile internet users has increased by 40%. In response to this growth, AT Internet-XiTi has been offering quality mobile analysis since 2003. The result of that evolution: Analyzer II Mobile Edition. AT Internet-XiTi, Solutions for Mobile Content Managers. Analyzer II Mobile Edition offers in depth analysis comparable with regular websites. Based on its 15 years experience as a leader in the web analytics market, AT Internet-XiTi is now auditing more than 60 million Mobile Internet Pageviews per month. Analyzer II Mobile Edition offers a complete set of analyses to help Mobile Content Managers measure ROI and the relevance of content. Mobile content optimisation...

Marketing & Web Analyst

Tue, 30 Jun 2009 04:00:00 GMT

Title: Marketing & Web Analyst Description: The Marketing & Web Analyst is responsible for gleaning insights from our clients’ Marketing and Website data to optimize marketing campaigns and websites. This individual will implement and manage Pursuit Consulting Group’s analytics methodology within the client environment, working closely with client stakeholders to understand their measurement and business intelligence needs. He or she will collaborate with Pursuit’s Principal, Strategy & Planning and other team members to introduce and create adoption of a measurement and business intelligence culture. The Marketing & Web Analyst will translate measurement and business intelligence requirements into an actionable roadmap, will assess and analyze client data sources and will define measurement and business intelligence deliverables. He or she will be responsible for leading the development of these deliverables and optimizing them based on user adoption and needs. Additionally,...

Online Analytics Manager

Tue, 30 Jun 2009 04:00:00 GMT

Title: Online Analytics Manager Description: Beeby Clark + Meyler, a fast-growing leader in integrated marketing and advertising solutions, seeks an experienced online analytics manager with 3+ years experience in an analytics role for media/performance-based clients. This position will be accountable for leading and reporting on both display and paid search campaigns. Beeby Clark + Meyler has strong roots in interactive marketing and introducing interactivity across new and emerging media channels to help our clients achieve their marketing and sales goals. We possess expertise in strategic marketing planning, creative services, interactive marketing, website design and development as well as direct and database marketing. Our strategies are often planned and executed across multiple online media channels. Job Profile: The Analytics Manager will manage and oversee analytics for large and complex SEM and display campaigns. Ideally, the Analytics Manager will be Omniture...

Long-Term Omniture Contractor

Mon, 29 Jun 2009 04:00:00 GMT

Title: Long-Term Omniture Contractor Description: Our client is a leading interactive consulting company. Based in the Southwest, they have one major client that leans on them for web analytics support. This role will be an 18-24 month contract engagement where the consultant can be based anywhere in the USA. Travel to the client is required for 1 week of every month. They are essentially looking for someone that has been in an external client-facing role before (from an interactive agency, a consulting company, etc.). As you can see from the job description below, the range of responsibilities is fairly broad - from implementation through to analysis. Therefore they are looking for someone that has both the technical skills (coding, scripting, tagging, etc.) and the analysis skills. Since they are an outside agency (and one of several for this client) they do not always have access to all of the relevant data. Therefore this person needs to be comfortable generating analysis from...

Web Analytics Implementation Specialist

Wed, 24 Jun 2009 04:00:00 GMT

Title: Web Analytics Implementation Specialist Description: A career at Evolytics offers you unparalleled opportunities to work with some of the most innovative and progressive brands within the analytics industry and consumer marketplace. Evolytics is a place that values hard work and an entrepreneurial spirit. With a laser focus on analytics and digital marketing optimization, we are looking for people who are equally passionate about the field of web analytics to join our growing team. In this position, you will provide best practices consultation to a variety of clients across leading-edge project initiatives. Job responsibilities include: Strategic Leadership · Evaluate client business goals and objectives to develop enterprise tracking/tagging strategies to measure success. · Collaborate with clients to identify business, technical and reporting requirements. · Facilitate stakeholder consensus across different business groups and disciplines...

Sr. Manager, Web Analytics

Mon, 22 Jun 2009 04:00:00 GMT

Title: Sr. Manager, Web Analytics Description: POSITION SUMMARY: Mochila, Inc. – the online media marketplace is looking for an exceptionally talented, knowledgeable and motivated Data Analyst to join our New York team. We are currently seeking a Senior Web Analytics Manager to work integrally with the engineering and business development teams to support data analysis for the advancement of client business. The analyst is responsible for ensuring timely and accurate reports are delivered to the internal teams for all analysis through the development and support of automated systems. Working under the direction of business development and engineering teams, the analyst will deliver models and tools to allow for insightful data analysis, customer analysis and business forecasting. The analyst will develop and maintain automated reports for clients based upon priorities defined by clients, while keeping the account teams updated on deliverables proactively. This candidate must be...

Associate Director, Digital Analytics

Fri, 19 Jun 2009 04:00:00 GMT

Title: Associate Director, Digital Analytics Description: BASIC FUNCTION: Data and analytics are now critical to a healthy digital marketing practice. A maturing digital marketing industry is demanding not only more accountability, but more valid and accurate ways to be accountable. In doing so, the industry is exposed to the nuances of digital tracking technologies, and left needing guidance as to how measurement technology can best be applied to clients’ unique business needs. At the same time, new digital opportunities continue to appear, both online and offline, increasing the availability and complexity of campaign measurement solutions. Following this increased need for improved measurement, marketers are advancing their digital strategies, supporting those strategies with deep-level media, messaging, customer and site analysis. These analyses require a knowledge of three areas: marketing, technology, and data analysis. OMD’s digital analytics group lives at the intersection...

Senior Web Analyst

Thu, 18 Jun 2009 04:00:00 GMT

Title: Senior Web Analyst Description: The Senior Web Analyst works closely with E-Commerce stakeholders concerning customer experience and sales performance for JTV.com. The Senior Web Analyst will manage the account relationship of the enterprise web analytics vendor. This position will proactively promote the use of data through advanced analysis, improvement of tracking methodologies, multi-channel data analysis and multi-variant testing. Seeking Individuals to Contribute to the measurement strategy of JTV.com and develop web site tagging solutions while providing tagging implementation support. Contribute to the development and implementation of best practices for analyzing data from multiple sources. Monitors the site for sales performance and improvements, looking for opportunities to increase site sales, conversion and profitability. Continually analyze and optimize JTV.com based on sales, conversion, customer experience, and competitive reviews. Directs the web site A/B...

Project Manager - Mobile & Web Analytics

Tue, 16 Jun 2009 04:00:00 GMT

Title: Project Manager - Mobile & Web Analytics Description: The Intelligence and Analysis organization is responsible for all consumer data strategty, enablement and analysis within domains such as Music, Games, Store and Maps. We are looking for a highly motivated individual who is passionate about solving business issues by utilizing project management skills. Our Project Manager will work closely with clients and other partner teams to develop comprehensive project plans, that start at project inception and go thru the end of the product’s lifecycle. This individual will be the common link for a project and all the teams that touch it from the Service Line, Measurement, Analysis, Cross Services to teams in the Mkts and Devices divisions. He/She will lead all sub-projects within a specific area of a program and will manage the project according to the project plan, processes, instructions and objectives set by the entire team. The PM helps define product...

Senior Web Analyst

Mon, 15 Jun 2009 04:00:00 GMT

Title: Senior Web Analyst Description: Let’s get something straight – we’re not hiring a Senior Web Analyst. Still reading? Great. Because at VML, we’re not just the titles we hold. Sure, they’re nice to see on our business cards, but we’re really so much more. True, we have a range of expertise from building websites and online media to developing software and viral campaigns, but that’s not who we are. It’s just what we do. VML is a place that values hard work, the human spirit and the idea that if it doesn’t exist, it can be created. We’re a full-service interactive advertising agency that thrives where grounded solutions meet the blue sky of possibilities. We’ve twice been voted one of the 25 best places to work in America, and have partnered with some of the most recognizable brands in the world. And with 16 years under our belt, you’d be correct to guess our trophy case is getting pretty full, too. Description: This position is responsible for using marketing analytics to...

UE-UI Manager

Thu, 11 Jun 2009 04:00:00 GMT

Title: UE-UI Manager Description: AutoAnything, a San Diego-based e-commerce company, merges the high-speed lane of custom automotive parts and accessories with cutting-edge internet technology and top-notch customer service. Our flexibility, entrepreneurial style, knowledge of the competitive landscape and innovative business model has allowed us to excel in the industry since 1979. Much of our success in the market can be directly attributed to the dedication, passion and inventiveness of our team. We are looking for UE-UI Manager to join the Team! AutoAnything is looking for an experienced, battle-tested manager to drive our user experience. This position will play a critical role in ensuring AutoAnything delivers the ultimate customer experience for Automotive Parts & Accessories. You will define and manage the end-user experience and work closely with Merchandising, Marketing, and Engineering to ensure the end-to-end experience delights the end-user. Duties and...

Web analyst or software product manager

Wed, 10 Jun 2009 18:00:00 GMT

Desired Position Title: Web analyst or software product manager Experience:

Over 20 years of professional experience consisting of 14 years in product management, marketing, and business ownership, and 9 years in R&D, mechanical, and process engineering. Past Executive Director of the WAA (2 years), Product Manager for WebTrends (4 years), owner of various businesses.

Brian Induni resume

Skills:

Advanced computer and Internet proficiency, as well as global professional speaking experience. Highly execution-driven with a very strategic mindset and strong entrepreneurial spirit. This broad background contributes to a solid business maturity and proven success in business and strategy leadership.

Education: Mechanical Engineering Technology Ideal Job Description: Senior Product Manager with a growing software vendor, preferably in the web analytics or B2B industry. Location: Remote (Hayden) Location State: ID Willing to Relocate: True

Web Analyst

Thu, 04 Jun 2009 16:15:00 GMT

Desired Position Title: Web Analyst Experience:

Ogilvy Canada: Since June 2008, Web Analyst

Assist in Business decision making process by gathering and analyzing data from different data sources/tactics & providing recommendations based on it.
Creating and presenting relevant reports related to all aspects of web tracking to the concerned audience
Creating Dashboards to give Insights

H.T.C Group Ltd. (UK)/www.digisaurus.co.uk

November 2004-November-2007, E-commerce Manager

Responsible for:

Business Development via Internet and E-Commerce
Development and Management of Ecommerce site for the company
Online Advertising, Promotion, E-mail marketing campaigns and working with Search Engine experts to optimize website content for search rankings
Analyzing & Reporting of web site functionality, sales and statistics
Mentoring & Managing junior web executives

Achievement:

Increased the turnover from zero to two million dollars in very first year.

March 2004-October 2004, Web Marketing Executive

Skills:

Areas of Expertise

Web Analytics
E-Commerce
Internet Marketing
E-Business
Content Management
Business Development

Education: Award of Achievement in Web Analytics, MBA e-business, Web Intelligence(Pursuing) Ideal Job Description:

An e-Business professional with a year experience in Web Analytics & more than four years of experience in planning, building, launching, managing and marketing of successful e-commerce business.

Solid background and qualifications in all core e-business functions - Online Promotions, Search Engine Marketing, Web Analytics, Content Management, MBA in e-Business, MBA in Marketing & Award of Achievement in Web Analytics. Seeking a challenging career in Web Analytics, e-business and web based marketing.

Willing to Relocate: True

Omniture Certified Web Analyst, MBA

Fri, 15 May 2009 20:45:00 GMT

Desired Position Title: Omniture Certified Web Analyst, MBA Experience: Omniture Certified Professional (SiteCatalyst), Omniture SiteCatalyst Advanced User Training MBA and Bachelor of Engineering Over nine years’ experience in eCommerce and Internet industries, both domestic and international Web and Marketing Analyst, myShape.com Analyze web metrics and ecommerce sales performance to identify improvement opportunities for a B2C ecommerce company in apparel industry Analyze data and keywords to support online marketing, such as SEO, SEM, Email, and more Pull data from multiple sources, gain business insights, and create regular and ad hoc analysis reports Develop business presentations on website performance, customer behaviors and improvement plans Implement web analytics tools, update dashboards, and analyze A/B testing Analyst, GlobalSources.com (NASDAQ:GSOL) Analyzed website and...

Web Analyst/Strategy

Fri, 06 Feb 2009 18:15:00 GMT

Desired Position Title: Web Analyst/Strategy Experience: Net/Net Analytics Atlanta Partner/Web Analytics Consultant May 2008-Present Providing web analytics reporting and web strategy virtually and on-site for clients utilizing Google Analyics, Omniture SiteCatalyst solutions on a daily, weekly and monthly basis. · Creating executive and detailed-level summary with hypothesis on conclusions and recommendations for site performance improvement, site optimization, and interactive marketing strategy for all levels within clients’ organization. A/B & Multivariate Testing. · Clients – Texas Instruments (Dallas, TX) Georgia Institute of Technology &nbs Skills: Omniture SiteCatalyst , Google Analytics, DART, SEO/SEM/PPC Strategy, Crystal Xcelsius, Nielsen NetRatings, Compete, Hitwise, Excel,...

Usability-Analytics Uniter

Wed, 04 Feb 2009 21:00:00 GMT

Desired Position Title: Usability-Analytics Uniter Experience: Summary I'm an experienced Web professional with a unique ability to understand and unite the worlds of editorial/creative and technical/analytical. I have a track record of creative problem solving, editorial excellence and a passion for improvement. I've worked on Websites for a Fortune-500 computer corporation, overseen the home page and news section of one of the Internet's top search portals, managed all things editorial for a news startup in the former Soviet Bloc and won multiple awards for my writing and reporting for major daily newspapers. My philosophy toward Websites begins with the audience: understanding it, appealing to it and serving it. At the same time, I understand the pressures and needs of the business, having worked for the past decade in a corporate environment. I've been working on the Web since 1995, so I have a deep and broad understanding of user behavior and am an expert at attracting...

Web Analyst

Mon, 02 Feb 2009 21:00:00 GMT

Desired Position Title: Web Analyst Experience: PROFESSIONAL EXPERIENCE: Children’s National Medical Center, Washington, DC (May 2008 – Present) Interactive Communications Specialist Defined actionable Key Performance Indicators (KPIs) to support business goals Worked with internal teams to implement Google Analytics and WebTrends, ensuring all areas of the site are measurable Established benchmarks for management to inform business decisions Identified and developed business processes that brought web analytics into the business workflow Monitor site traffic and present to Management team, Public Relations and Marketing Departments along with recommendations in support of business goals Develop customized analytics strategies to tie online and offline marketing efforts, including measuring segmented website traffic Utilize analytics reports to target areas of enhancement and justify needs of the department Developed internal site strategy and created...

Director of Analytics

Thu, 22 Jan 2009 19:00:00 GMT

Desired Position Title: Director of Analytics Experience: Independent Management Consultant 2008-2009 Tech Director R&D Analytics Advertising.com 2006-2008 Reported to the Chief Scientist and managed a high-impact team of analysts engaged in the creation of next generation algorithms for AdLearn 5.0, Advertising.com’s revenue maximizing, ad-selection, optimization software Conferred with senior management to set strategic direction of AdLearn 5.0 development by uniting business requirements with research objectives, enabling leaders in Operations, Technology, and Sales to prepare short-term tactical plans Conducted regular investigations into operational processes and needs of sales force to provide guidance to research scientists engaged in algorithm design Conceived, developed, and delivered a formal AdLearn 5.0 training program including, Knowledge Documents, slide decks, and training sessions for business stakeholders Spearheaded efforts to reengineer existing...

Sr. Web Analyst

Mon, 19 Jan 2009 19:00:00 GMT

Desired Position Title: Sr. Web Analyst Experience: Sapient Corporation 2009 - Present Consultant Key Responsibilities: · Analyze data and provide recommendations on course of action · Perform in-depth analysis (e.g. SWOT) on concepts/industries for business opportunities · Analyze data and communicate findings graphically and verbally · Perform competitive intelligence analysis and monitor industry trends · Create analyses to understand existing partnerships and improve program efficiencies · Provide in-depth contribution report on paid media, email, search engine, and affiliate marketing campaign performance · Manage collection and synthesis of data from multiple sources as Omniture, WebSideStory, WebTrends · TECHNICAL COMPETENCIES: · Web Application Service Provider: Coremetrics, Omniture, Webtrend, HBX · Databases: Oracle database, MS...

Web Intelligence and Technical Marketing

Tue, 18 Nov 2008 00:00:00 GMT

Desired Position Title: Web Intelligence and Technical Marketing Experience: Chrysler Financial (2/2008 – 12/2008) Interactive Marketing Consultant Leadership role in Interactive Marketing; managing (internal and external) technical, business and creative teams for maintenance and strategic projects. • Maintained corporate web analytics, reporting in addition to metrics tagging strategies. • Managed high profile credit application and leads source migration projects during a migration from a proprietary (Websphere, DB2, AIX) environment to an open source (Tomcat, Apache, Linux, MySQL) utilizing a web services framework. Intrepid Control Systems, Inc. (9/2006 – 2/2008) Internet Manager Integration of divergent internet technologies greatly reducing accounting, sales and office administration costs and complexity. Integrate customer data and sales history into new, custom-built systems. Successfully improved search engine...

SEM/Website Analyst

Sat, 13 Sep 2008 04:00:00 GMT

Desired Position Title: SEM/Website Analyst Experience: PRUDENT PUBLISHING, Ridgefield Park, NJ / Aug 2007 – Present Search Engine Marketing and Data Analyst -Managed the search engine paid advertising for the company’s 5 sites across several search engines in 3 countries -Designed and rolled-out unique bidding strategies for Q4 2007 which helped produce a 67% increase in revenue and a net gain of $350K profit from paid search campaigns with only an 8% increase in spend against the prior year- Utilized web analytics tools to measure and report on various key performance indicators along with analyzing website split-testing results -Developed, tested, and implemented new ad copy to maximize performance, resulted in increases in orders and cost reduction -Created periodic and ad-hoc reports to inform management of performance and competitive insight for better decision making COMEDY CENTRAL, New York, NY / Sept 2006 – May 2007 Intern / Freelance, Programming Research ...

Resources

Tue, 30 Jun 2009 21:23:32 GMT

Home :: Resources WAA Research and Standards 2008 Job Profile & Compensation Survey 2008 Webcast Archive 2008 Industry Outlook 2008 Standards Definitions Volume I 2007 Membership Survey 2007 Measuring New Media 2006 Big 3 Standards Definitions 2005 Membership Survey Research Committee In addition to the resources listed on this page, we are looking for your active involvement in reviewing and determining additional WAA-endorsed resources. If you are interested in participating in developing a library of respected publications and resources for our members, please contact our and volunteer to get actively involved with the WAA. Your Source for Information Every month, there are more and more resources available in the world for web analytics professionals and those seeking to learn more about our industry. Which are accurate? Which can you trust? WAA wants to become a respected clearinghouse for industry resources geared to furthering continued...

Privacy

Tue, 30 Jun 2009 21:20:47 GMT

Home :: Policy :: Privacy Data Protection News and Legislation There are unique privacy issues web analytics raise. As an industry, we should do our best to rationalize the privacy concerns, educate all constituencies, and provide comfort to the user. Initiatives and Issues: Current Federal and State Legislation HIPPA Privacy [PDF] Learn more about the Health Insurance Portability & Accountability Act of 1996 (HIPAA) and how it affects privacy issues through requiring standardization of electronic data interchange, protection of confidentiality, and security of health data through the setting and enforcement of standards. Financial Privacy: The Gramm-Leach Bliley Act Learn more about the Health Insurance Portability & Accountability Act of 1996 (HIPAA) and how it affects privacy issues through requiring standardization of electronic data interchange, protection of confidentiality, and security of health data through the setting and enforcement of standards. Current...

Security

Tue, 30 Jun 2009 21:20:25 GMT

Home :: Policy :: Security Internet Security News and Legislation There is no doubt that online, privacy and security are inter-related. Let's build consensus about best practices and technologies we support. In an effort to generate discussion and interaction between our members about online security, we offer the following informative resources. We encourage you to send us your thoughts and views and let us know if you wish to actively participate in our advocacy committee to help represent the web analytics community. Current Discussion Topic: In some state laws, it is stated that web companies must report a security breach to users. As an organization, do you feel we should echo this suggestion? Send your views to the WAA Advocacy Committee Chair to begin a WAA dialogue. Initiatives and Issues: Current Federal and State Legislation California Security Breach Information Act (SB 1386) This bill, operative July 1, 2003, would require a state agency, or a person or...

Policy

Tue, 30 Jun 2009 21:19:57 GMT

Home :: Policy Resources Explore related web sites to learn how other organizations feel about the issues of privacy, security and Spyware. Working for Laws that Make Sense At WAA, our goal is to become a voice for the Web Analytics industry, with the help and involvement of our members. Emerging digital marketing technology and practices raise many privacy and security questions. Web analytics companies have specific knowledge about what technology is being used, how people are using it, and what its capabilities truly are. Members of WAA who work, live, and breath web analytics daily are uniquely qualified to address the many questions and issues arising in our field. We want to pull our community together to build consensus, promote, and advance understanding of the variety of issues facing web analytics today. Some of the most important issues that are core to our membership are online privacy, security, and...

Spyware

Tue, 30 Jun 2009 21:18:54 GMT

Home :: Policy :: Security It’s NOT Web Analytics A hot topic now, Spyware is wreaking havoc and being discussed earnestly around the globe. Trouble is: everyone defines it differently. WAA wants your involvement to help ensure that web analytics technology is not lumped into conversations about Spyware. We need to build consensus and develop language that will help legislatures not throw the baby out with the bath water when developing legislation which restricts or criminalizes Spyware. In an effort to generate discussion and interaction between our members, we offer the following informative resources about Spyware. Initiatives and Issues: Current News Preliminary Injunction Order [PDF] Jan. 5, 2005 House Again Shoots For Spyware Law Jan. 7, 2005 Rep. Mary Bono (R-Calif.) reintroduced her anti-Spyware bill as the 109th Congress convened earlier this week. Current Federal and State Legislation Arizona AZ Hb 2414 [PDF] (Paton) appears to be modeled in part after the...

Resources: Books by Web Analytics Leaders

Tue, 30 Jun 2009 20:51:58 GMT

Home :: Resources :: Books and Links What would you like to see here? Please send us your recommendations using the contact form at the bottom of the page. Please note that as prices are subject to change without notice, we are no longer publishing list prices. Please click through to Amazon to see current prices. Proceeds will go to support educational initiatives by the WAA. Book Name Author Name/s ISBN Date of Publication Price Level of expertise Multichannel Marketing: Metrics and Methods for On and Offline Success Akin Arikan 047023959X 2008 16.42 Intermediate Actionable Web Analytics: Using Data to Make Smart Business Decisions Shane Atchison and Jason Burby 0470124741 2007 19.79 Intermediate Web Analytics: An Hour a Day Avinash Kaushik 0470130652 2007 19.79 ...

WAA Frequently Asked Questions

Tue, 30 Jun 2009 20:43:46 GMT

Home :: Resources :: FAQ Membership Can anyone join WAA, and what types of companies and individuals belong to your organization? Why should I join WAA? Are there any wrong reasons for joining WAA? What are the different levels of membership? I am enrolled in the UBC Award of Achievement in Web Analytics, do I qualify for the Academic Membership? If I am not a WAA member, why do I have a login to the WAA site? What benefits do WAA members receive? Do you rank your members or give referrals? How can I network with other WAA members? Why are only some of your Corporate members listed on WAA's homepage? WAA's Job Board & Resumes Can I post a job on your site if I'm not a member? Once I am a WAA member, is there a fee for job postings and is there a limit to how many jobs we can post? Can I post my resume on WAA's site? General When was the WAA...

WAA's WA Championship 2009

Thu, 25 Jun 2009 14:41:31 GMT

Home :: WA Championship :: 2009 In order to participate, get the login info for the WAA Google Analytics, Yahoo! Analytics and WebTrends account(s) and start analyzing the website. Use your preference or feel free to look into each tool in turn. They are all terrific, but then again so are you! So be prepared to bring your best insights to the game. For more information, see the FAQ below. What? The WAA is hosting a Web Analytics Championship where Web Analysts will be able to review the site and traffic data for webanalyticsassociation.org. Analysts can submit their analytics reports, insights and observations about the site to the WAA, where the most insightful presentations will win prizes! When? July 2nd, 2009. Details on how to access the information will be posted on the WAA Blog at that time. Who? WAA Members Only may participate in the WA Championship. Frequently Asked Questions Why is the WAA having the Championship? How long does the contest last? Who...

The Web Analytics Championship

Thu, 25 Jun 2009 14:40:48 GMT

Home :: WA Championship In order to participate, get the login info for the WAA Google Analytics, Yahoo! Analytics and WebTrends account(s) and start analyzing the website. Use your preference or feel free to look into each tool in turn. They are all terrific, but then again so are you! So be prepared to bring your best insights to the game. For more information, see the FAQ below. What? The WAA is hosting a Web Analytics Championship where Web Analysts will be able to review the site and traffic data for webanalyticsassociation.org. Analysts can submit their analytics reports, insights and observations about the site to the WAA, where the most insightful presentations will win prizes! When? July 2nd, 2009. Details on how to access the information will be posted on the WAA Blog at that time. Who? WAA Members Only may participate in the WA Championship. Frequently Asked Questions Why is the WAA having the Championship? How long does the contest last? Who can...

WAA Certification

Mon, 22 Jun 2009 11:22:32 GMT

Home :: Education :: Certification The Web Analytics Association Certification Test will provide a common reference point for understanding the depth and breadth of knowledge in the field for both practitioners and employers. Certification is a statement of competence in the web analytics field for the certified individual. In general, certification enhances the likelihood of employment and advancement within a field. Benefits include the probability of a higher than average salary for practitioners and a more productive human asset for employers. The Board of the WAA has directed the Certification Test, like the WAA and UBC Award of Achievement in Web Analytics, to focus on the analytical and business skills of the applicant. The test will not cover the technical or implementation skills associated with web analytics, and will not be specific to any tool. This means that practitioners do not need an IT background to pass the Certification Test. The process of developing the WAA...

WAA/OCRI Breakfast Meeting Survey

noemail@webanalyticsassociation.org — Fri, 08 Feb 2008 13:00:00 GMT

Objectives:

To evaluate the February 7th WAA/OCRI Breakfast Meeting event.

Release Date: 8-Feb-08 9:00 AM
Expiration Date: 8-May-08 9:00 AM