Analytics Expert

I’d like to start by saying this is a dream come true. If you were there with me through the keynotes at last week’s Engage, you know what I’m talking about.

The Web Analytics Association has played an important role in uniting us in our craft and providing an outlet and resource for practitioners in our industry. Today, I am fortunate enough to have been voted in, by my fellow members, to join the group as a member of their board. I am honored to be in such good company. I’m looking forward to bringing energy and vision with me to the board. It’s been invigorating getting to meet some of the new and existing board members already such as Anil Batra, Jim Sterne and Seth Romanow. The outpouring of congratulations and support has been humbling.

I have a point of view that I’m bringing with me to my position. Currently we focus on vendors and analyst and practitioners as our target group, but I think we need to add ‘consumers’ of the information as well (e.g., marketers, C-levels, etc.). Issues like “what is a visitor?” need closure. I believe there is an identity issue that the industry needs to take on. To quote Jim Novo “we are an industry of tinkerers.” We have to break through the clutter and provide a clear value to customers. Make sense of the numbers. Get down to the point of it.

In the spirit of openness I want your help. I would like to reach out through this blog when appropriate to get your thoughts on issues.

Thank you to those who voted for me and congratulations to the other new members of the board.

Alex

I am excited to announce that I’ve submitted my nomination for the Web Analytics Association Board.

The movement of data to insight and insight to action is the single biggest challenge facing the industry today. The abundance of data available to web analytics professionals is growing so quickly and from so many sources it is causing atrophy. Our opportunity as an industry is to embrace complexity in analytics, embrace emerging technologies through Web 2.0 tools available today and drive real value through action. It is an exciting time, opportunity is all around us, but is also a challenging time with the macro-economic climate. In the coming year, and through the recession into recovery, we need to make Web Analytics a the best ROI marketing platform.

I believe the WAA needs a more visible presence within each industry its members reside. Web Analytics experts are an intelligent community of leaders that, when channeled within the industries they reside, can build information networks of best practices and help drive industry specific value. Over the next two years, the WAA needs to continue to focus on the conversation around Web Analytics and where the industry is headed; how it will evolve and capitalize on the adjacent and emerging industries. In two years, I see the WAA as becoming the industries’ most resourceful organization to further the conversation about web analytics, education, and the community of professionals in the field.

A bit more about my qualifications:

Strong track record of customer success

Prior to my appointment as CEO, I spent the past seven years serving in key management positions at WebTrends, with my last role being vice president of sales, North America. During my tenure at WebTrends, I have successfully worked to expand the brand and deliver business value to global enterprises. My time at WebTrends tops off more than 20 years of global business experience spanning leadership roles across sales, marketing and operations. Additionally, I also served as vice president of sales for Touch Clarity, a behavioral targeting company.

Established point of view on the analytics from over a decade of experience

A strong voice has been created in the marketplace for the web analytics community and I would like this opportunity to work with the WAA and see the organization continue to grow through thought leaders and industry luminaries. My track record includes a high-level of dedication to this industry and I will share my level of expertise and knowledge to further expand the voice of the Web Analytics Association. I am very excited for the opportunity to work with esteemed individuals in this space and further contribute to the strong organization already in place. I plan to work with the Board to continue to develop best practices for the community and have conversations around these topics.

Background in sales, which is unique from many board members at the moment

I will bring an authentic customer centric focus to the organization. I’m not just a pure analytics and numbers person, but have many, many years in sales with a track record of delivering customer success. Additionally, I have very strong relationships with a number of the preeminent Fortune 500 companies. It is my intention to bring my vision of providing WAA members with information and resources that will continue the positive conversations in the web analytics community.

I’m excited for the opportunity to be a member of the WAA Board and welcome your comments and questions.

Alex