SOURCE: Web Analytics Association

Web Analytics Association

April 14, 2010 12:42 ET

New Certification Program From the Web Analytics Association Accepting Applications From Experienced Web Analytics and Marketing Optimization Professionals

WAKEFIELD, MA--(Marketwire - April 14, 2010) - Today the Web Analytics Association (WAA) announced that it is now accepting applications for its certification program for Web analysts. The program is designed to elevate professional standards and recognize practitioners who have demonstrated their knowledge of the Web analytics industry and best practices for turning data into business insights. The examination rounds for WAA certification will be offered in San Jose, CA, and London in May 2010, and in New York in June 2010.

The WAA certification program is open to all Web analytics professionals, including both the IT professionals who use Web analytics tools and the marketing professionals who apply Web analytics data to business operations. Because the focus of the examination is not on the implementation or usage of tools but on the ability to generate business value, both IT and marketing professionals will be able to showcase their knowledge of the space as well as their business value through WAA certification.

The WAA developed its certification program as a way to help companies identify and hire analysts that have the knowledge and abilities needed to excel in their position and the larger industry. The certification program also provides employers with a means to motivate employees to expand their knowledge and skills and encourage ongoing professional development. By achieving certification through the WAA, Web analysts can more easily showcase their expertise and professional achievements and gain a competitive advantage over non-certified individuals. 

"We are really excited to finally bring certification to the marketplace," said Alex Langshur, president of the WAA. "Our goal is to create a standardized test that represents a comprehensive body of knowledge, one that employers will recognize as a high-caliber differentiator when making hiring decisions, and that Web analysts will see as generating value to their credentials when it comes to compensation. We believe this certification achieves that and more."

To become certified, individuals must demonstrate their knowledge and expertise in the areas of Web analytics for site optimization, measuring marketing campaigns online and creating and managing an analytics business culture. The certification exam is designed to identify not only analysts with broad domain knowledge, but also, and more importantly, analysts demonstrating a high level of analytical and problem solving ability across the entire Web business spectrum.

"As more and more companies are investing in online marketing, there remains an industry-wide need for trained, talented and educated people in the field of Web analytics," said Vicky Brock, chair of the WAA's certification board. "We strongly believe that the WAA certification program will become a standard by which employers evaluate potential new hires, making it easier for those companies to identify professionals who can evolve their Web analytics practices and drive higher revenues from online channels."

The WAA worked with subject matter experts over the past two years to develop its certification program, and the organization is confident that it is in the most comprehensive program available for Web analytics professionals to highlight their knowledge of the space. For more information about the program, visit:

About The Web Analytics Association
Founded by Web analytics industry leaders in 2004, the mission of the WAA is to lead and support its members by providing quality education, developing standards and best practices, conducting research and advocating for issues that advance the industry. The organization has more than 1,700 members worldwide, representing forty countries and a broad spectrum of expertise. For more information about the WAA, or to become a member, visit the WAA Web site at

Contact Information

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