Web Analytics Wednesday in San Francisco this week was an amazing success by every conceivable measure. But don’t take my word for it, here are the metrics and key performance indicators:

• Budget for the event: $10,000.00
• Actual amount spent: $14,500.00
• Percent over budget: 31%
• Percent extra expenses graciously covered by ForeSee Results and Tealeaf: 100%
• Planned number of sponsors: 4
• Actual number of sponsors: 5
• Percent sponsors interested in this event: 120%
• Estimated satisfaction of sponsors based on feedback sample: 100%
• Projected number of attendees: 200
• Projected expenditure per attendee: $50.00
• Actual number of attendees: 400
• Actual expenditure per attendee: $36.25
• Percent of actual budget spent on drinks: 50%
• Estimated number of drinks served: 1,450
• Estimated number of drinks consumed per attendee: 3.6
• Number of hours spent serving drinks: 1.5
• Estimated number of drinks consumed per hour:996
• Estimated number of drinks consumed per hour per person: 2.4

I think the key measure of success is really satisfaction but I totally forgot to ask Larry Freed’s folks at ForeSee Results to conduct a survey during the event, we weren’t tagged with Coremetrics tags, and SiteSpect wasn’t able to test due to incredibly cramped conditions so we’ll have to rely on your comments and June’s pictures for the time being to make that determination. Maybe someone will post Tealeaf-esque replay video so we can estimate satisfaction based on qualitative data…

Speaking of the sponsors, I really want to thank all five sponsors of the event for their participation, willingness to help out, and excellent attitude … especially when the crowd volume prevented them from getting a word in edgewise during their 15 seconds of fame.

Suffice to say we could not have thrown a party like this without the help of these fine organizations.

I was also really pleased to see some of our industry thought-leaders out for the event, folks like Gary Angel, Jim Sterne, Larry, Judah Phillips, Brett Crosby, and Avinash Kaushik who has never attended Web Analytics Wednesday as far as I know but who just joined Google full-time, eschewing independent consulting for good old-fashioned job stability — congratulations Avinash and congratulations Google!

I was even more pleased to see many members of the Web Analytics Board of Directors at the show including Jim, June, Avinash, Bryan Induni, April Wilson, Richard Foley and probably a few more I am forgetting. I think this is great since the WAA has what can only be described as an estranged relationship with Web Analytics Wednesday … hopefully we can get that relationship worked out in 2008 so these two great organizations can work together for the benefit of our entire community!

Anyway, thanks to June, David Rogers, and all the volunteers and sponsors who made this great event happen. Mr. Sterne hinted that he’d like Web Analytics Wednesday to happen concurrently with every Emetrics conference around the world so hopefully we can work that out and take this great party on the road.

Regular readers know that I travel to Europe twice a year to do business and work with my partners Satama and LBi/OX2. During my most recent trip I was delighted to have more time to talk at length with a wide variety of companies, practitioners, and thought leaders and a few things stood out in my mind after these conversations:

1. The European market is not unlike the U.S. market in terms of practitioner experience and overall thought leadership. I reported this after my last trip based primarily on survey data, but have been delighted to verify that there are some really amazing people doing some truly great things “across the pond.” This includes end-users and analytics managers inside companies and thought and practice leaders like Steve Jackson at Satama, Aurelie Pols and her team at LBi/OX2, Dennis Mortensen, Lars Johannsen, Oliver Schiffers, Marianina Chapin, Brian Clifton, and a whole lot of folks I’m forgetting to list! In a way, Dennis Mortensen recently became the “Avinash Kaushik” of Europe, a full-blown analytics evangelist!
2. The European market is different than the U.S. market in terms of investment in web analytics, although less so that I previously believed. After countless conversations about technology, people, and process, I kept coming back to the same conclusion: Europe is somewhere between two and four years behind the U.S. in terms of investment in web analytics. More specifically, I believe that the northern countries (Nordics, UK, Holland, primarily) are more like the U.S. in terms of their investment and, broadly speaking, the lag-behind time increases as you move further south. My evidence is anecdotal to be sure, but when I tested the theory most people working for pan-European organizations agreed — do you?

Based on these two points I come to the inevitable conclusion that Europe is about to really take off in terms of the adoption and use of web analytics. Those of you keeping track will recall that it was about two years ago that the practice of web analytics really started to accelerate here in the U.S. I think that the northern European countries especially are about to begin this same type of rapid adoption/expansion we’ve seen over the past two years, which is excellent news!

Now, some of you are certainly saying “well duh, Peterson” either because you work for a U.S.-based vendor who has been bulking up in Europe for the last 12 months, or more likely because you’re European and are experiencing what I’ve described first hand. Fair enough. But my point is not that Europe is running behind the U.S. in adoption of analytics; my point is that European practitioners, consultants, and vendors are in a different place than their U.S.-based counterparts and thusly would benefit from a different support organization than we benefit from here in North America.  Specifically, I believe that Europe should have its own Web Analytics Association.

Yep, I think we need a EuWAA.

Because the needs of European practitioners, vendors, consultants, and even the European media are different, I increasingly suspect that a North American-based WAA may not be best suited to provide the same type of great opportunities, educational events, and benefits we appreciate in the U.S. and Canada. And, while I agreed to not name names, I think some European WAA members don’t disagree with this assessment and would relish the chance to provide/receive additional value from a more locally run association.

A sister organization in Europe, one governed by a European Board of Directors and funded primarily by European vendors and consulting firms, would invariably be better able to serve the needs of specific markets at different stages of analytics maturity. The EuWAA could set country-specific pricing, have both regional and pan-European events, and make decisions that were carefully focused on the needs of different European constituencies.

I’m not saying anything is wrong with the current WAA; I think that the current and past board’s of directors have done a good job working to include European members in the decision making process and overall value chain.  I’m saying is that there is an opportunity to “think different” (to quote Jim Sterne) and consider how a more regional focus might be better for everyone. The NaWAA could focus on North American events, opportunites, outreach, and issues and create even more value for members here in the states and Canada.  And the NaWAA and EuWAA could work together to provide value for emerging markets across the globe.

In terms of funding, I would propose that A) there are a ton of European vendors who would be willing to support the EuWAA, B) that the U.S.-based vendors looking to expand into Europe would be motivated to support the group, C) European companies and practitioners would be more likely to support a European organization focused on the specific needs of European businesses and D) it would be very appropriate for the NaWAA to provide seed capital to this new, sister organization.

Web Analytics Demystified would gladly join as a founding member since we’re a global organization!

I don’t want to get into more specifics here, but if you have an open mind you might see that the idea makes a ton of sense and that a lot of the necessary work has already been done. And while I’m not 100% sure which of the European citizens running for the WAA Board have been elected, between those fine folks, the European thought leaders, and forward thinking European vendors and consultancies, I firmly believe that EuWAA can be done successfully.

I also believe, while some will argue this, that the Web Analytics Association in general will be better for breaking up into regionally focused sister organizations. Because our practice is still relatively young, there is undoubtedly differential geographic maturation and I think this needs to be recognized and treated appropriately.

Anyway, I just wanted to put the idea out there. With the annual meeting/party happening in a few weeks in San Francisco it seemed like as good a time as any to bring EuWAA up and get people talking.

Long-time readers surely know that I hold June Dershewitz in high regard; not only do I consider her a friend, I respect June as one of the most talented web analytics practitioners and consultants I have ever met. More importantly, June is one of the most fair-minded and thoughtful people working in our industry today, which is why I’m so delighted that she has decided to run for Web Analytics Association board of directors.

To help spread the word about June’s candidacy she allowed me to interview her via email. My questions and her answers follow:

June, can you tell me what made you decide to run for the Web Analytics Association (WAA) Board of Directors?

The thought hadn’t even crossed my mind until last month, Eric, when you suggested that I put my name on the ballot. The more I considered it, and the more people I talked to about what I could possibly bring to the Board, the more I realized that it was a great idea. I’ve invested a lot of energy in developing the web analytics community in my own local area, and I know that I could bring the same energy up a level to help the web analytics community at large on behalf of the WAA.

In a nutshell, what are the top three reasons you believe yourself to be qualified for the board position?

1. I’ve been a hands-on web analyst my entire professional career, I love this work, and I am one of the strongest advocates you’ll find for our trade.
2. I take volunteer work seriously. The Board is made up of volunteers who’ve agreed to spend 15-20 hours per month on the cause. That’s a lot to ask, but I’m ready to make a serious commitment to the job.
3. I don’t play favorites. I want to make sure that we all benefit from the WAA’s efforts, and to that end I will strive to move the organization in a direction that’s in the best interest for all of us.

Have you given any thought to the kinds of things you would like to see the WAA accomplish in during your term if you are elected?

By all means we need to expand our member base at a rate that keeps up with the growth of our field, and at the same time we need to make sure that existing members continue to find value in their memberships. I’m all in favor of finding new ways to provide tangible, useful benefits to members. I also believe we need to form tighter bonds with related associations whose missions overlap with ours, especially as the scope of web analytics becomes broader. In terms of topics that are near and dear to me, I would like to see the formalization of local chapters and the development of a mentoring program.

I know you’re really involved in the web analytics community (being a founder of Web Analytics Wednesday!) Can you describe some of the other work you’ve done for our community in the past?

Web Analytics Wednesday has been a huge focus of my community involvement over the past couple of years. It’s evolved to the point where I’m not only heading up a monthly event series here in San Francisco, I’m also helping other organizers get started with their own events throughout the Bay Area and beyond. My work with WAW has really helped build an established local presence for the web analytics community, and I’m pleased to see similar developments in other cities where WAW has taken hold.

Within the WAA proper, I’ve been involved in the Education Committee, where I helped develop the document that will become the Web Analytics Body of Knowledge, and more recently I’ve become a member of Marshall Sponder’s Social Media Committee. I’m also contributing articles aimed at people who are new to the field of web analytics; my first one came out last month.

You’re running against some pretty heavy hitters in the field, folks like Avinash Kaushik and Jim Sterne to name a few. As you’ve looked at the slate of candidates, who would you like to see elected in this cycle: Who would you like to work with in 2008 and 2009 and why?

I would be honored to work with any previous Board member, especially those – like Avinash – who’ve voluntarily put themselves up for re-election a year early just so we’d have a balance of open positions this year and next.

As far as new people go, it would be great to get to work with Alex Langshur and Vicky Brock. After reading through all 17 candidate statements, I really like what those two have to say: Alex, because he’s committed to achievable goals aimed at bringing value to members, and Vicky, because she sees (as I do) web analytics evolving into business analytics.

Recently Lars Johansson of Satama proposed the idea of term limits for WAA board members, something that I don’t think is in place currently. What do you think? Should WAA board members be limited to one or two terms, or should people be free to serve for as long as they’re able to be re-elected?

The WAA has finally been around long enough for us to consider that issue. I’m definitely in favor of having a 2-term cap on Board membership. Our field is growing so quickly - there are great new people getting started all the time. If they have the energy and the inclination to run for the Board, I want to make sure they have every opportunity to get a spot – even without the name recognition that long-time Board members necessarily have.

Four years from now I’d love to see the Board made up of an entirely new set of people, full of enthusiasm and fresh ideas. By then we’ll be established enough as an association that our mission will be clear to whoever happens to be sitting in the driver’s seat.

You’re a web analytics blogger (one of my favorites!) so here’s an easy one: who’s blogs do you like to read and why do you like them?

Blogs are such a great way to keep up with our field and our community; I make a point to subscribe to everything I come across. Lately I’ve enjoyed Florian Pihs’s blog (I’m outing myself, he doesn’t know I’m a fan) because he’s covering web analytics in China and it’s a unique perspective that I could never hope to get on my own. Oh, and I like to follow bloggers whose sense of humor shines through in their writing, like Alex Cohen and Ian Thomas and (the occasional) Bob Page.

Some have accused the WAA of being somewhat close-minded and having a “not invented here” attitude, something that has the potential to negatively impact the community as a whole. Can you tell me if you encounter this how you might approach the problem?

I believe this attitude tends to propagate when the WAA’s activities are perceived as being shrouded in mystery. As members it’s really tough to figure out why certain policy decisions have been made when you don’t know what’s swirling around behind the scenes. I think it would be a lot better for everybody if more of what the WAA did, decision-wise, happened out in the public. I think we can do a better job being open with all members about what’s going on. Better communication - more honest, thorough communication - would keep negative sentiment in check.

What is your favorite thing about web analytics?

It’s a good intellectual challenge. There’s something about the natural shape of the data that lends itself really well to interesting, solvable story problems.

What is your least favorite thing about web analytics?

The occasional mistaken belief that what we’re doing is spying.

Ours is an increasingly international community and I firmly believe that some of the most exciting opportunities for growth in the industry are in Europe and Asia. Can you describe your experience working with international members of our community?

Over the course of my career I’ve been fortunate enough to work with a pretty global group. For 2 years I was employed by a first-generation web analytics vendor whose main office was in Britain; I spent some time working there, which was a great learning experience. Later, as a member of the central web analytics group at Oracle, I collaborated with an international team of marketers, analysts and developers. Now, as a consultant, I often find myself on the phone with clients many time zones away. Outside of work I’ve also enjoyed meeting international members of our community at conferences and through my blog.

Like you, I believe that our industry has a lot of growth potential beyond North America, and I want to make sure that the WAA does all it can to support international members by encouraging regional/local community, providing non-English language resources, and acknowledging the differences in the way we do business.

Fill in the blanks (here June’s responses are in bold print)

1. At Emetrics, after 10 PM, you’re going to find me in the middle of a great conversation.
2. On a long flight, I spend most of my time photographing my snack to post on Flickr as airplanefood.
3. The one thing most people don’t know about me is I have a herd of dairy goats named in my honor.
4. Everything I know about web analytics I learned from all the smart people I’ve gotten to work with and for over the past decade.

Anything else you think my readers should know about you as they prepare to vote this week?

If, after reading this, you’ve got any questions about where I stand or what my values are, you can write to me directly at june.dershewitz@gmail.com. I aim to represent every one of you, and I welcome your feedback, now and at any point in the future.

For those of you who missed my presentation yesterday, “Web Analytics: A Day a Month”, you can now listen to the re-recorded webcast at WebEx thanks to Tableau and the American Marketing Association. I say “re-recorded” since once again I managed to bring a large enough crowd to the webcast to break WebEx. Web analytics is hot!

You can listen to the webcast without having to register (still requires name and email) until next week I think by going to:

amaevents.webex.com

Here are a few other things I should mention, as long as I’m writing:

• I’m going to be in Boston next week for Judah’s Web Analytics Wednesday event (rescheduled from last month due to me being a weather-wimp) and if you’re in Boston or nearby I’d love to catch up. Please join us in Cambridge!
• The next few weeks I will be in Chicago (Jan 25th), Seattle (Jan 30th), San Jose (Jan 31st) and New York (Feb 7th) giving the keynote address at OpinionLab’s client conferences. The nice folks at OpinionLab mentioned that they’re opening up the events to non-customers so if you’d like to hear me talk about how quantitative and qualitative data combined provide a much more actionable view of the online visitor, please join us!
• The nice folks at the Direct Marketing Association who gave away PDF copies of my book Web Analytics Demystified in exchange for participation in their web analytics survey (written up by the amazing W. David Rhee) are holding a webinar on the research findings on Januay 23rd. The event is not free but the research is pretty good and if you’re in the DMA you should consider joining the call.
• The nice folks at the Web Analytics Association are also holding a research call, tomorrow (Jan 17th) in fact, on the future of the web analytics industry. I think this event is free but it might only be free to WAA members (maybe if Richard or Andrea read this they can comment for all to see!) The call is tomorrow morning at 9 AM Pacific, noon Eastern and you can register to attend at the WAA web site.
• Anil Batra has apparently jumped on the “bounce rate” bandwagon and is having a “bounce rate survey” that he’d like you to participate in. I haven’t had a chance to take it yet but I really enjoyed Anil’s salary research so I’m sure he’ll do a great job with bounce rate too!
• I’ll be back in San Diego in late February at Aaron Kahlow’s Online Marketing Summit talking about Key Performance Indicators in a Web 2.0 World.  I really enjoyed OMS last year and am looking forward to getting back to Sea World Aaron’s event!
• I had nothing to do with that movie on web analytics, despite it being filmed here in the Rose City, and have no idea what Ian is talking about.  Ian should spend less time at the movies and more time reading what experienced practitioners are saying about Gatineau.  <grin>

If I’m forgetting anything please comment below.  I think you’ll really like the webcast — the feedback I got has been excellent so far (despite some people going gossipy about the title of my last post on the subject … cage match indeed!)

Thanks to everyone who participated in the Web Analytics Demystified Fall 2007 survey!  We had nearly 1,000 responses again and a quick glance at the data shows some very, very interesting results.  Remember, if you want to see the results once I get them written up, you can either leave me your name and email address or, even better, subscribe to my weblog since I’ll be talking about the results as soon as they’re available.

Hot on the heels of our survey, the fine folks at the Web Analytics Association are gathering some similar information in what they’re describing as a “groundbreaking survey”.  I just took the survey and they certainly are asking some interesting questions.  Help the association out and take their survey right now!

I’m not sure if you have to be a WAA member to take the survey, but hopefully if not they’ll be making the results available to everyone.  Maybe someone from the research committee could comment below and let my readers know how the data will be used?