Web Analytics Association – is it relevant for Europe?
Web Analytics Association – is it relevant for Europe?I am an advocate of an agency/club whose mission statement is to bring commonality, openness and simplicity to a complicated industry. It is great to have information pushed to you, see future trends and see other people’s opinions - best practice, benchmarking and so on. However, is it better to have such an organisation based in America where most of the vendors are situated (Webtrends in Oregan and Omniture in Utah) and where most of the innovation is happening? Or would it better to have something more local where local vendors are more prominent? For example WebTrekk in Germany and AT Internet in France. In the UK (where we have companies like SpeedTrap, RedEye and Site Intelligence). Currently, it is such networking events like the WAWs where we can meet other consultants and shre ideas, insights and best practice.
However, whilst I was the Regional Coordinator for the UK and Ireland for the Web Analytics Association (for a two and a half year tenure) I constantly found that people either didn’t know about the association or were querying about why should they pay for an largely American based association when budgets were already tight? This was extremely frustrating and I found that there was no clear rest-of-world strategy coming from the executive board. Getting budget could be difficult and we tried a different format to the Web Analytics Wednesdays. Members were given free access and non-members had to pay (unless they took up a subscription). This didn’t work and attendances were small even though the content was valuable and feedback positive.
So what else is out there? The UK’s eConsultancy (recently expanded to New York), provides industry news, regularly updates their blogs with insight and comments, they provide training courses and also do their own conferences /annual network events like Digital Cream. So can you justify spending nearly £400 on annual subscriptions for two organisations? In today’s economic environment I doubt that. I have had trouble justifying it especially as companies saw the WAA as being for America.
Now there have been many conversations within the WAA, my first one being after eMetrics in 2008 in the Hotel Russell in Bloomsbury with representatives from Scotland, Spain, America, England and more places, we discussed the viability of having country specific segments. Having areas on the Web Analytics Association site which would be relevant to the country in question, having content and meetings which were tailored.
We felt that this would work because it worked in Spain already! The Spanish WAA has only recently been affiliated with the Web Analytics Association whereas historically they were totally unrelated. So we know we could make it work. However, at the end of that meeting nothing further happened much to my disappointment and I struggled on raising awareness of the WAA in the UK via my websites (www.milesbennett.co.uk and www.targetstone.com) and Web Analytics Wednesdays I attended or organised.
In November 2009 AT Internet sponsored a Web Analytics Wednesday (and I’ll upload the photos at some point in the near future) so they could showcase their new NX analytics tool. Rene Dechamps-Otamendi requested some time to talk about conversations that he’d had with the Web Analytics Association executive committee and about running country segments. This is over a year after our initial discussion at the eMetrics bar! Rene has managed to secure budget for conferences and materials but, sadly this is when my tenure at the Web Analytics Association ended and I was beginning to struggle to justify membership renewels.
This secured budget is to be a percentage of the country’s own member subscription and from memory this was not near the 100% mark. So if we’re raising awareness and generating member value and subscription revenues then why does the lion’s share go to the US? This hasn’t been properly explained to me.
“….main thoughts are the WAA site should work harder as a community centre”
@andrewpmorris Andrew Morris, Director, The Group.
Rene did send out a presentation to existing members (hence I didn’t receive it) detailing what he was proposing for the EU and country segments. So if you wanted to know whether it was going to be a worthwhile investment in subscribing to the Web Analytics Association then you’d either have to attend the presentation back in November or already be a member! I’ve asked Rene and Jim Sterne to give some comments to this blog so hopefully in a few days check back and we’ll have something from them.
“‘#WAA & EU – Globalization is 1 of top priorities – more coming @andrewpmorris, @blackbeak @targetstone @michaelnotte @siegertd”
@immeria – Stephane Hamel
Web Analytics Wednesdays are a great way of networking with other analysts and also for vendors organising showcasing their new products or services (all it costs the company is a round of drinks and a hiring of a venue). There isn’t a pre-requisite for being a WAA member to attend these events so again why do you need to be a member. What is the added value? What is the relevance of a largely US only WAA to a UK / EU web analyst?
There is also the issue of information? Once you’ve connected with other analysts and shared contact details, followed them on twitter you can see information being shared e.g Avinash’s recent tweet on “5 points on Google Privacy” or his blog on social media metrics. The dissemination of information via RSS and word-of-mouth is greater than ever before and I’m finding that at times I’m struggling to keep up with reading of blogs and tweets because there is simply too much.
Steve Jackson, founder of Kwantic, was very kind to share his thoughts on the EU-WAA and I’m essence his opinions echo my own. I would like to add that when I hosted WAA events in London getting budget wasn’t that difficult however, the audiences were planned to be a much smaller number around 30-50 max therefore the funds were probably easily to justify.
“Personally I have been involved with the WAA since its inception. I still remember discussing a grand plan with Bryan Eisenberg back in 2005 to launch the WAA with a conversion rate survey of its new members which would then be published free as a white paper. For a variety of reasons that never got off the ground (I still think this is a good idea by the way) but the WAA launched nonetheless and quickly became a relatively successful non profit in the USA.
I salute everyone involved with the WAA and am not critical of any one person. I just feel we’re not experts at running non-profits, nor global organizations and we need to localize our efforts.
No one disputes that the organization doesn’t support Europe at all well. Rene Deschamps Otamendi arranged last year that International memberships should mean that countries can “claim” their % share from the WAA. Finland applied for their percentage when we had an event of 300 people last year. This was the first money in 5 years I’ve ever seen paid anywhere outside of the USA and is a step forward but it was still only a fraction of the cost of our event and it was for an entire years fees.
My point is why should we in Europe pay our member fees and accept a small percentage of membership fees be invested back to Europe? Right now it means Finland can do one event a year based on its current membership. How do we grow members? Free events? Ok so why would new members pay when the events are free? Herein lies the problem. “
Miles: I would like to add that with the events I help under the WAA brand – securing budget was not a problem. However, the events were smaller than 300 attendees.
“So what’s the solution?
One idea we had in Finland is that the WAA should set-up a non profit franchise like system. WAA Finland for 
instance could then pay the US organization fees (from local memberships) whilst serving those members from Finland much more effectively. In return for the commission paid to the US organization the local WAA chapters can use all global materials supplied by the WAA and have access to global standards, reports etc. The local admin would be outsourced (from membership fees) and a bank account set-up locally. A local non-profit has a lot of advantages over a global one as it can grow revenues from a number of local sources thus giving much more to the local membership (and much more reason to join).
What is likely to happen under the current system is that splinter groups will form their own copycat organizations.
My question is since Eric’s article about an EUWAA what has changed for the better in Europe? Not a lot really.”
Steve Jackson (Kwantic @blackbeak)
Nothing has changed? Simply looking at the dates on the related posts it has been 2-3 years since the blogosphere started to talk and in Steve’s quote he was already talking to Bryan Eisenberg in 2005. So that is FIVE years?! Yes we’re not non-profit experts however, surely in FIVE years we could have done something here in the EU?! Maybe recently its being the economic environment where we’ve all being hunting for business and trying to keep our clients happy. As the bottom line is obviously much more important to all of us at the end of the day. Or maybe its because we’re disillusioned with the Web Analytics Association current approach and waiting for more information to be coming from the US to help us make that prominent first step forward.
On a more positive note about the WAA’s presence in the EU, I spoke to my friend Julien Coquet in France. He was also in that meeting in the bar of Hotel Russell in 2008 and has a much more optimistic outlook. Julien has worked alongside other French web analysts – Nicolas Malo and Nicolas Babin in creating a country structure and the WAA are now fully supporting them.
“…yes, virtually nothing has changed since May of 2008. While some of us (in France for example) started to structure their members by means of Country Committees in order to better communicate with the mothership, most of the WAA chapters outside of Northern America feel a bit abandoned and fails to see the value in even becoming a member.
However, we are seeing some actions that mark the beginning of change:
- Country committees
- WAA-branded events and get-togethers
- the promise of a brand new website with greater emphasis on countries
2010 could be under the sign of change 
”
Julien Coquet – WAA French Country Manager
Obviously, opinions vary on the subject of a) whether a WAA-EU would work or b) the WAA US organisation should be involved. Julien has made it work and like me has been involved in country manager work since the beginning, and I think that the French model could work very well. However, it will again depend on how much money is made available for services. Steve also thinks that there is opportunity for the WAA-EU but, is disillusioned about how long the organisation is taking.
I feel that take-up is going to be very dependant on each country. The UK we will have the problems of city / county managers because until recently most WAW events have been London or Glasgow based. What about the other cities – Manchester, Cardiff, Birmingham, Newcastle. This creates more of a nightmare for the unpaid country managers – so when does EU become country and country becomes local?
If a UK association is set up will it be under the WAA banner? Well maybe yes maybe no. If no will it be eventually encompassed then more than likely (look at the Spanish model). However, I will be watching (maybe acting) to ensure that we get something solid in Britain in the next year or so.
Perhaps I should change the title of this blog to – “Web Analytics Association – would a similar model work in Europe? Or is it best to have a global view?”
Related Posts:
Eric Peterson – Europe and the Web Analytics Association (2008)
OX2 – Web Analytics for your Europen branches (2007)
Blackbeak – European Web Analytics Association (2008)
Wanalytics – Web Analytics Association in Europa (2008 in German)
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Hi Miles –
Your concerns are shared all over the world. You post was long and detailed. Therefore, I’m going to do my best to be brief. (Wish me luck.)
The Web Analytics Association is 5 years old this month. In that time, hundreds of people have rallied around to take action. Many more have rallied around to see What’s-In-It-For-Me. That latter group tends to look at the ‘value’ of membership in terms of return on financial investment. They will always be underwhelmed:
I can get other information for free.
I can go to other events for free.
I can learn about the latest and greatest online for free.
Why should I pay for any of those things??
The true value of an organization like the WAA is in the ability to do the work.
As a member, one is in a position to help create the curricula for formal training and guide the certification process. One can help originate new research and then analyze and publish the results. One can be instrumental in defining standards. One can become a valuable member of the community and network within the structure of a job well done rather than just a pint well hoisted.
Let me use the example of one Miles Bennett – a man whose enthusiasm for web analytics has led him from employee to consultant to blogger to WAA Country Leader. As a blogger, the rest of the world got to know Miles’ views. As a WAA volunteer, the world got to know Miles as a strong proponent and a tireless and selfless worker who substantively helped others learn about, understand and excel with web analytics.
Making a name for oneself in a community is great fun. But showing that community the sweat of your brow and the dedication of your hours is proof of serious and abiding investment. The tangible Return on that Investment is stature. The intangible Return is the most important; knowing that you helped build something that will help many and continue on after your interests turn elsewhere.
Going to a community organization with your hand out is sometimes necessary. Going a community organization with an idea, a plan and a willingness to help others is the single most rewarding thing one can do. ROI.
Thank you for letting me borrow your soapbox to stand on.
Jim Sterne
WAA Co-Founder and Chairman
Jim – thank you for your kind words. I never thought that the WAA was to be an organisation where people want to make a name for themselves – because to be honest those people involved are involved because they have passion – Rene, Stephane, Bryan, and so on. If you are looking to make a name from yourself because of the WAA I suggest you put your money elsewhere. The WAA is for sharing as in a community. However, if you put 5 years into human terms – we were all still learning to read and had only just mastered walking. I think the next 5 years are going to be exciting and anyone involved should be proud.
Hi Miles,
Thank you for sharing your thoughts about the WAA and the Globalization efforts that have been set in motion, mainly in Europe but also on other continents. Any constructive feedback is naturally welcome!
While it is certainly true that there is still a lot of work to be done and that we would all like it to move faster but, then again, the WAA is a voluntary organization and advances at the pace of it’s members.
Having been UK’s country manager for over 2 years, I’m sure you can relate to that!
And that is also why René’s initiative to set-up Country Groups instead of a single contact person per country is the best way to “share the burden”, if I may, by assuring that the WAA continues to progress in order to serve it’s members. As a new country manager has just recently been appointed for the UK, I would once again like to stress that you are more than welcome to join the Country Group as I’m sure we can all benefit from your experience.
However, to be totally honest, I can’t help but not share your thoughts on multiple stances. Indeed, having taken over from René as Globalization Chair (full disclosure: René is my husband), I see very interesting things happening in different countries that are worth sharing.
Indeed, while the French, headed currently by Julien Coquet (full disclosure: we used to work together and the French WAA was pushed by René) are setting high priorities in terms of Research, the Spaniards tend to focus more on Education. Furthermore, the French tend to collaborate with the Belgians. Interest is also rising in Japan as well as Brazil and Argentina. Other positive things are happening such as certifications, a new full time Executive Director and a new website, where each country will be able to pitch it’s specific interest to it’s (potential) members.
You know, I’ve lived half of my life in a country where the motto is “L’Union fait la force”, from Unity comes Strength (that’s Belgium by the way).
We need to stand together as a cohesive unit as there is an advantage in this, particularly with respect to advocacy initiatives surrounding privacy or professionalization of our beloved sector to name just a few.
In order to build up, we first need to stand strong together, collaborate and share best practices so as to earn our place at the table next to the IABs and other associations, as we will do at for example the next I-Com International Conference on Online Media Measurement. This would never have happened if unity wasn’t there!
Additionally, to be quite honest, I don’t think it’s a matter of money nor the fact that the WAA is a US based organization. At least, that’s never stopped me and some of my fellow partners in crime to put Belgium on the Web Analytics map
Sure, we have stumbled in the past, we took our time, we have been busy with other things (I know I have!) but I truly believe the WAA is picking up it’s stride and if there was ever a time to join, its now!
Once again, constructive feedback is welcome, you are welcome to join the UK Country Group and I would like to take the opportunity to thank you for the 2,5 years you’ve served as country manager.
Kind regards from Madrid,
Aurélie Pols – Globalization Chair for the WAA
Matt Bragg has already approached me about helping to move things forward. It is always good to move people around as this brings fresh ideas and spirit. I wish Matt good luck in the role.
I must say though not sure that stumbled is the right adverb. I would say that we tried things (such as free events for members and paid events for non-members) and they simply didn’t work. We learn from these experiences and move forward with a positive foot forward. This is the nature of continuous improvement.
Regarding the change from ‘one-man-band’ (or woman!) to the country group format is certainly a way of sharing the workload. The nature of voluntary work means that we can concentrate on workloads (or families) and also contribute.
The disclosures made me chuckle by the way..
[...] Analytics Association – is it relevant for Europe? By jsterne This is a response to Miles Bennett’s post on the WAA and the EU. Sorry for the cross-post but I don’t know when my response will be posted there and the [...]
Jim, Stephane, Aurelie – Sorry to the lateness in approving the comments – as mentioned on Twitter I was with family and didn’t have my laptop to approve. I look forward to hearing more thoughts about this post and others.
What???!!! You’re not jacked into the HyperInterTubes 24/7?
You don’t have cerebral cortex wi-fi ??
You’d rather spend time with FAMILY than stay hunched over your laptop eight days a week?
Hmmmm… you might be onto something…
LOL – nope. Believe it or not I was playing cribbage with ACTUAL playing cards!
The Center for Media Research has released a study by Vertical Response that shows just where many of these ‘Main Street’ players are going with their online dollars. The big winners: e-mail and social media. With only 3.8% of small business folks NOT planning on using e-mail marketing and with social media carrying the perception of being free (which they so rudely discover it is far from free) this should make some in the banner and search crowd a little wary.
http://www.onlineuniversalwork.com
Hi Miles (Aurelie/Jim)
I started writing a response here but as my reply related so much to Finland I put it on my blog instead.
http://www.blackbeak.com/2010/02/04/open-message-to-waa/
I’m not trying to be controversial but in Finland we’re stuck in limbo at the moment between what we can do under the current situation and what can be achieved if we really go for it.
Cheers
Steve
Steve,
Thanks for the comment and the quote you gave for the article. Interesting comments and feel that this is going to be discussed in the next couple of weeks (probably fuelled by alcohol) with yourself, Jim and myself and probably some WAA members who are attending the SES (www.searchenginestrategies).
Perhaps the move from one-to-many (country manager to members) was the right one previously and now the WAA has grown and the awarenes and need for good Web Analysts is rife. The council based model will work for the coming 5 years – until it is time to change it again.
However, a CPA of €500 is high and similar to a rate I experienced when I hosted my events.
See you soon
Miles
Back at that emetrics meeting I think I said that I couldn’t see the benefit in NOT trying to stick with the global organisation, and I stick with that view.
I know that the lack of UK intererest in the current organisation, let alone involvement and support, is extremely frustrating. But I think a local organisation would have the same problem. As with our day-to-day work with improving sites: “rip it up and start again” often fixes nothing.
Although we’re a long way from the science-fiction writer’s universe in which planets are treated as unified, I would urge trying to keep heading in that direction.
Looking forward to talking more about this at SES London, which seems to be all about what we used to call analytics this year.
TIm,
Thanks for commenting. Glad to see a different opinion as the majority is for a country based solution. If you have time perhaps you could put together a guest post regarding your solution? Lets talk this over off-line.
I’ll be at SES and keen to talk over it more – I do know that Jim is limited for time though.
Miles
Often we forget the little guy, the SMB, in our discussions of the comings and goings of the Internet marketing industry. Sure there are times like this when a report surfaces talking about their issues and concerns but, for the most part, we like to talk about big brands and how they do the Internet marketing thing well or not so well.
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