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The Web Analytics Industry Is Gradually Taking Shape

In the headline I was going to suggest that the Web analytics industry is gradually maturing, but we're still several years away from that. However, there are some strong positive signs that analytics is growing:

1. Web Analytics Association (WAA, www.webanalyticsassociation.org) is now three years old. Some of their goals are to (1) standardize industry terms, definitions and best practices, (2) influence pertinent legislation, (3) develop training and certification programs, and (4) unite web analytics professionals, consultants, and end-users to promote common interests.

2. Training Programs. One of the WAA initiatives has borne fruit in the development of online classes at the University of British Columbia resulting in the UBC Award of Achievement in Web Analytics (www.tech.ubc.ca/webanalytics/). The four courses offered at this point are:

1. Introduction to Web Analytics (IV 201)
2. Creating and Managing the Analytical Business Culture (IV 202)
3. Web Analytics for Site Optimization (IV 203)
4. Measuring Marketing Campaigns Online (IV 204)

The first course is a prerequisite for each the following three, which need not be taken in order. Each course lasts four weeks, is offered online about once per quarter for Canadian $625 ($580 for WAA members), and takes a limited number of students in each class. More classes are planned soon through University of California Irvine, but they aren't available quite yet.

If you want to develop the web analytics ability of someone on your staff, this is probably the place to start.