Digital Analytics Association

This morning, Web Analytics Association announced that it is changing its name from Web Analytics Association to Digital Analytics Association.

Why the change?

All of those who have been working in this industry for few years know that the term “Web Analytics” does not reflect the actual work we do.  As I wrote in my last post “Move Web Analytics Data Out Of Silo”, “Web Analytics” purpose was to report on one channel “your website”. Nowadays the story is different, customers interact with your brand in so many way, your website is just one small part of the whole “web” ecosystem. The work most of the web analysts do today involve more than web. Web Analysts today analyze many “digital” channels such as social, mobile and email along with web. Many are starting to deal with other digital channels such as “Set top boxes”. So definitely “Digital” is a better term to describe the work that web analytics groups undertake.

I like the evolution of “Web Analytics Association” to “Digital Analytics Association”.

What’s next?

Many forward thinking organizations have been doing “Digital Analytics” for quite some time.  I am not just taking about providing an integrated view of Digital Data on one spreadsheet/dashboard, I am talking about connecting the dots of customers interaction in various channels and using the integrated data to optimize customer journey and campaigns.

These organizations are diving into the next step in this direction i.e. “multichannel” analytics. Many “web analytics” companies are already developing products to move the organization from “Web” to “digital” to “multichannel” analytics and optimization.

So will Web Analytics Association (WAA) Digital Analytics Association (DAA) be called Multichannel Analytics Association (MCAA or MAA) in future? I think so but for now I like “Digital Analytics Association”.

What do you think?

(Note: I am an ex-Board Member of WAA DAA)



Digital Analytics & Marketing Jobs

WAA Board of Directors

I am very honored and excited to be elected to the Board of Web Analytics Association.

I would like to thank all of you who provided support and encouraged me during me run for the WAA board. If it were not for Seth Romanow I probably would not be a board member today. Seth encouraged me and convinced me that I should run for the board. Thank you Seth.

I would also like to thank all of you voted for me. I know it was a tough to decide who to vote for because we had so many great candidates.

I will be in San Jose for eMetrics starting Sunday May 3rd . If you are going to be there I would love to meet with you to discuss where WAA needs to focus in coming year. If you are not going to be there, you can always email me at and send me you phone number. I look forward to speaking with you.

Thank You
Anil Batra

Anil Batra for WAA Board of Directors

I am running for the Web Analytics Association Board of Directors position. The voting for the position is now open. I will appreciate if you can support me and vote for me. If you are wondering why you should vote for me then please read my answers to the question WAA nomination committee asked me (below). If you have any questions, you can always reach me at 425-442-2036, or @anilbatra on Twitter.

Thank you for your support.

WAA nomination committee Q&A

Anil Batra Chief Analytics Officer, Ascentium

I have over 13 years of experience in Online Marketing, Web Analytics, Behavioral Targeting, Search Engine Marketing (SEM), Product Management, Team Management, and Consulting. I am a team leader with proven skills in building, leading and managing cross-functional teams, and tackling complex key strategic issues. I bring a unique blend of Marketing and Technical Skills.

I hold a B. Tech in Electronics and Communication Engineering from India and an MBA from University of Washington, Seattle

My blog is one of the top Web Analytics, Behavioral Targeting and Online Advertising Blogs in the world. I am also a speaker at various web analytics and online marketing conferences and events and contributor to leading industry research.

What major contribution will you bring to Web Analytics Association and its membership?

I have been active in Web Analytics community via various activities that include

  • Blog on Web Analytics, Online Advertising and Behavioral Targeting to help spread the knowledge I gain from working with various clients and tools
  • Online Tutor for UBC courses – My interest in educating got me interested in this program
  • Contributor to UBC course work
  • Speaker and panelist at various conferences including eMetrics
  • Organizing and participating in Web Analytics Wednesday in Seattle area
  • Free Seminars on Web Analytics
  • Contributed to last year’s CMS Watch Report
  • Wrote a paper on Bounce Rates to help companies understand what to expect from bounce rates
  • Whitepaper on Website Optimization Landscape
  • Active on Web Analytics Yahoo group, helping people resolve their issues related to web analytics
  • Started a section called “Ask an Expert” on my site to get some free advice on various topic in digital marketing
  • Instructor for various WAA Base Camps

Why should members vote for you?

I have been contributing to the industry and will continue to do so. I am dedicated to the field of Web Analytics.

I have worked with people/organizations that are just starting to use web analytics to companies who have been using web analytics for years, involved with optimization and now looking to bring other data sources together and other thinking about or working on personalization, behavioral targeting, predictive analytics, social media etc.

Being involved in the conversation with people at all levels and different countries I hear various views and I will make sure your voice is heard at WAA board.

Having been worked on both IT and Marketing sides I understand the needs for both of them and will represent both sides.

I am open-minded and always solicit feedback. I am enjoy new challenges and am ready to take on the challenge take WAA to next level.

Where do you think the Web Analytics Association should be in the next two years?

Many organizations that have already been doing web analytics for some time and now are looking at web analytics can be extended or enhanced to help them get a 360 view of customer and hence optimize their marketing efforts. This includes CRM systems, Social media etc.

On the other hand many organizations are still getting warmed up to Web Analytics and learning how web analytics can help them improve their bottom line.

In light of these two developments, education at all levels will continue to be a key initiative for WAA.

WAA is already an international organization but continued focus on expanding internationally will be key for WAA. Since business spans continents these days, we will need to make sure international voices are heard as we develop standards and best practices.

New media, tools, technologies will continuously need to be taken into account as we develop education, standards and best practices.

What is the biggest challenge facing the digital marketing industry?

New technologies and new form of media is emerging. The challenge will be to interconnect different customer touch points and get a comprehensive view and optimize accordingly. As we connect these data points it will be critical to makes sure we do not compromise the privacy of visitors/customers.

WAA Base Camp on Online Marketing Campaign Measurement.

Next Monday (8/20) I will be in Boston giving the WAA Base Camp workshop on Online Marketing Campaign Measurement.

This workshop will cover the following topics:

The Wide Variety of Metrics
Impressions, clickthroughs and pageviews are just the beginning. True campaign success requires delving into depth, duration and engagement.

Campaign Optimization Terminology
After this workshop, you’ll be able to speak knowledgeably about Pay Per Click vs. Pay Per Action, Single Page Defection, and Keyword Cost Per Click Analysis. A deep understanding of the language will give you the ability to better manage your team and your advertising partners.

Click Fraud Detection
Money spent on deceit is wasteful and aggravating, but when erroneous results are fed back into the optimization process, advertising optimization is reversed. This workshop will prepare you for the click fraud arms race.

How To Manage Email Marketing
Sendability metrics, open ratios and pass-along metrics are the tools of the trade. The more you know, the more effective your campaigns can be.

Measuring Rich Media
Animated gifs started it all. Now, we live in a world of social networking, dynamic data and streaming promotions. Got metrics? You will.

Learn more about this workshop at

If you are in Boston and would like to meet for drinks on Saturday (8/18), email me at batraonline at