Marketing Productivity Blog

My question about whether you learned anything at SES or not didn’t get much reaction.  I suspect the answers were polarized, with half the people thinking “not really, I go there for other reasons” and the other half thinking “of course I did”.

Answers to that question might have been helpful, but…

What I’m really questioning is this: How do people in the web space learn what they learn?  Associated questions are:

1.  Has quantity eclipsed quality as a yardstick for the success?

2.  Implications for Teachers / Course Developers of the answer to #1

There are also some serious implications for “Web Marketing” adoption (in all forms) by the broader Marketing community buried in the above.  To me, this is not unlike the “CRM Problem”, where for years (and still) people confused the Technology solution with the Marketing potential, which set CRM back a decade.

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The Education Committee of the Web Analytics Association is pleased to present the Knowledge Required for Certification document to the Web Analytics community for comment.  This document contains a detailed overview of what a candidate should know and be able to do to pass the Web Analytics Association Certification Test:

Knowledge Required for Certification Page

The document is available as a 37 page PDF or you can view it online as a series of web pages organized around core topics:

Site Optimization
Marketing Optimization
Analytical Business Culture

Feedback on this doc is welcomed on the WAA Blog post for the document; you do not have to be a WAA member to leave a comment.  An overview of the Certification Test project and projected timeline info are provided here.

We’re hoping to do a trial run of the Certification Test at the eMetrics Optimization Summit this fall in DC to uncover problems and issues, with actual testing to begin some time in 2009.

Many thanks to the more than 60 WAA member volunteers who worked on the various projects that have resulted in this document, including the development of the WAA / UBC Courses.  You don’t have to take the Courses to sit for the Certification Test, but all the Knowledge Required to pass the Certification Test is covered in the 4 WAA / UBC Courses.

Any comments or questions about the document itself (what is or is not included, for example) or the WAA Certification in general should be posted to the WAA blog rather than here.

Frankly, I’m relieved this document has finally been published!