Web Analytics Demystified

Archive for February, 2011

Guest Post: Success in The Analysis Exchange!

Since Analysis Exchange has been honored with a nomination in the Web Analytics Association Gala Awards, while our community is considering their votes I figured it was a good time to share some of the great email we get from Exchange participants.  This one is from David Schuette who started as a student and has already graduated to mentor!  You can follow David on Twitter @TheCakeScraps and thanks to David and everyone who has benefitted from Analysis Exchange!

If you are in the WAA please consider that a vote for Analysis Exchange is a vote for EVERYONE who contributes to the effort around the world.

A Tale of Two Projects

In the middle of 2010 – 2.5 years into my career as a web analyst – I made one of the better decisions on my journey through the field of web analytics.  A friend of mine, active in the community for some time, pointed me to a project called the Analysis Exchange; he encouraged me to check it out and to sign up as a student.  I did some research and it seemed like a great match.  I would get to help nonprofits and learn a lot in the process.

I’ll be honest; it took a while for me to secure my first project.  I wasn’t sure what the problem was until Eric pointed out (to all members) that a complete profile greatly contributed to the likelihood that a student or mentor would be selected for a project.  I filled it out and started applying again.  At the time there were only a few projects available, in contrast to the 5+ open right now thanks to the hard work of Wendy and team, so it took some time but I was picked to work with Kids Matter, Inc. – an organization supporting foster children.

The experience couldn’t have been better.  Megan, the partner at Kids Matter, was filled with excitement and ambition.  She had done some great work for her organization and wanted to learn more.  She wanted to let the data take away some of the guessing and let it do part of the work for her.

I dove right in and, before long, I had a great presentation that I was able to tweak based on the feedback from my mentor.  The presentation went smoothly and the people at Kids Matter were extremely appreciative of the work.  I even got a thank-you card that was hand-made by one of the kids.  It really made me stop and appreciate just how much good can come from a little time given.

While I was busy working on my first project, the Analysis Exchange kept improving.  The Google Group, a bit quiet recently, contributed in a huge way to make small but important improvements to the Exchange site.  It is cool to look at some of the discussions from just a few months ago and see the ideas already implemented into the site.  It made it all the easier to sign-up for my next project, at the Apalachicola Bay Chamber of Commerce.

The second project went as well as the first.  My mentor and I provided a high-level usability driven analysis to Anita, our partner at Apalachicola Bay.  The analysis focused on opportunities to draw visitors deeper into the site so they could really see what the Apalachicola Bay area had to offer.  Again, our partner was excited about the results and was genuinely appreciative of the work we put in.  It was our pleasure.

And now I have transitioned myself to a Mentor on The Exchange.  If my next experiences are half as good as the first two I would be thrilled.  I’m excited, even anxious, to have the chance to help another organization and provide some coaching to an upcoming analytics ninja.  But I also view this change to a mentor as a re-upping of my commitment to The Exchange; I have made it my goal to bring at least 1 local non-profit to The Exchange this year and hopefully more!

Everything about my experience has been wonderful.  If you have thought about joining, or perhaps have not participated in awhile, go check it out.  You won’t regret it.

A few thoughts on the upcoming WAA Awards

I got a nice note this morning from Mike Levin at the Web Analytics Association:

“CONGRATULATIONS! You have been nominated for a WAA Award of Excellence in the category of: Most Influential Industry Contributor (individual) Your nomination recognizes the contributions you and/or your company have made to the web analytics industry. It is an honor to be nominated and the WAA congratulates you on your success. “

While I am honored by the recognition and delighted to have been nominated I told Mike that I am declining to participate in the voting.

Mike wrote me back and seemed surprised but my thinking is very simple: I have been very fortunate in my web analytics career and have received lots of recognition from my peers, my clients, and the press. I’m not one to bang my own drum and brag about my accomplishments … I prefer to just do my thing, help my clients and the community, and build a strong company for my partners and associates.

So I humbly and politely decline the honor and instead will cast my vote for folks I believe to be truly deserving of an industry honor. Here are the people I will be voting for:

  • Web Analytics Rising Star: Jason Thompson.  Jason is still a bit rough around the edges but I love his style and commitment to getting things done.  If I can vote twice I am voting for Michele “Jojoba” Hinojosa … her passion is palpable and her enthusiasm is infectious.
  • Most Influential Industry Contributor: John Lovett. I’m not sure John is actually eligible because he is on the WAA Board but his work on the WAA Code of Ethics is a monumental achievement and one that has the potential to shape our industry for years to come.  If I can vote twice my second nod goes to Jim Sterne … who has done more for this industry than Jim Sterne?  Damn right, nobody!
  • Most Influential Vendor: Google.  Most of the positive changes we have seen in the past two years in web analytics can be derived either directly or indirectly to the work that Brett Crosby and the team at Google Analytics put out there.  Second vote goes to Omniture given the critical mass they have been able to create and the big strides they made since the Adobe acquisition on customer support and overall focus.

UPDATE: OMG I didn’t realize that Corry Prohens was running a shameless and ruthless campaign to win the “Influential Agency/Vendor” award.  You should read his “shameless campaign” blog post and consider voting for Corry.

  • Client/Practitioner of the Year: Best Buy. Difficult to not vote for one of your own favorite clients but I hope you will all come to my keynote presentation with Lynn Lanphier at Emetrics and hear why I cast this vote.  Second vote? Dell, for taking the advice I gave them last year to heart and who are now kicking ass and taking names for testing and optimization. Bravo!
  • Technology of the Year: Analysis Exchange. Now, of course, I’m not really going to vote for something I helped create, but I am pretty damn proud of the work we have done and with Wendy Greco at the helm things are only getting better.  If I could vote twice … I wouldn’t, because I’d be tempted to vote for Twitalyzer LOL!

Again, I do appreciate the nod from the WAA and am looking forward to the party — the Web Analytics Demystified and Keystone Solutions crews will be there in force. I wish everyone nominated for the WAA awards the best of luck and, as a native of Chicago, remember to vote early and vote often!

Don’t forget to nominate your favorite web analytics superstar!

Conference Season is Upon Us

Wow, I just got done looking more closely at the Web Analytics Demystified team calendar for the next few months and it is a doozy! Chances are if you live in the U.S. and do any type of digital measurement, analysis, or optimization professionally we are going to see you between now and the end of March.

If that is the case, we’d like to buy you a drink!

Despite each of us presenting, often multiple times, we are always happy to make time for our clients and potential clients when we are out-and-about.  If you realize you’re going to be at one of the following events why not drop us a line and we’ll see if we can connect. Who knows, maybe we’re planning a great party or something …

After all that the three of us are going to slink home to our loved ones and try and convince them we are in fact their fathers, husbands, and sons.

Seriously, though, we never get enough opportunities to meet with partners, friends, and prospects at these events so if you’d like to meet with any or all of us please drop us a line sooner than later so that we can block time and make plans.

 
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