Web Analytics Association

Web Analytics Association
eMetrics Marketing Optimization Summit

eMetrics Marketing Optimization Summit

January 22, 2008 17:01 ET

Power of the Web Goes Untapped in Online Public Affairs

Ottawa Chapter of Web Analytics Association to Share Insight on Ability to Use Web Analytics to Generate More Informed Stakeholder Relationships

OTTAWA, ONTARIO--(Marketwire - Jan. 22, 2008) - The Internet has become the defacto platform of engagement for an ever growing part of our population, yet the medium is not being fully exploited by Canada's leading public affairs oriented websites. Experts agree that organizations with a public interest focus can make better use of web analytic information to both optimize their web presence and to also tap the collective resource of the web to choose language and communications that will provide them greater impact and relevance in public affairs debates and forums.

"While many organizations have used online analytics to improve their site design in recent years," said Jim Sterne, founder of the Web Analytics Association and Presidents of eMetrics. "They don't explore the full potential value of web analytics in shaping the discussion and terminology used by their key constituencies."

Sterne, an internationally recognized speaker often referred to as the "father of web analytics", is a featured speaker at an upcoming Ottawa gathering of Web Analytics Association. Web measurement professionals will be meeting to address among other concerns what steps can be taken to help organizations improve their online presence and their ability to connect more effectively online with their key stakeholders.

"The web is an excellent barometer of language and terminology that organizations can use to help them better understand how best to communicate with their stakeholders," says Alex Langshur, of Publicinsite, an Ottawa-based consulting firm that specializes in web performance measurement and analysis. "Public sector and public policy focused websites need to become more than 'end of the pipe' afterthoughts. Using the web as an audit tool for better understanding the currency of terms and language can help organizations develop a deeper and more meaningful two-way conversation with clients and stakeholders on their shared interests, priorities and concerns."

That approach is central to the principles for strategically designing an effective web presence according to Sterne. "The sad fact of the matter is that the performance of public sector and Not-for-Profit websites in Canada could be so much stronger with the adoption of a few simple and proven principles for strategic web design and management," said Sterne. "The result would be a significant improvement in how organizations target and prioritize their community relations and ultimately serve the publics they are there to represent."

Some organizations such as the Canadian Chemical Producers Association (CCPA) have taken steps to optimize their web presence and have already begun to reap the benefits of the approach. "We recently sought to update our Responsible Care program for our membership that deals with how industry takes ownership of many of its processes and operations as it relates to the ongoing debate over sustainability issues and concerns," said Michael Bourque, VP Public Affairs for the CCPA. "By auditing the terms, language and labels we were planning on using we will be better able to connect and be relevant with the people we were trying to reach. We found to our surprise that the terms we thought were commonplace were not, and that the language of discussion is still evolving. That is leading us to plan to be more detailed and explanatory in our revamped communications plans for the Responsible Care program."

Langshur and Sterne are hosting a one day seminar morning breakfast meeting at the Sheraton Ottawa Hotel, Rideau Room, in Ottawa on Thursday, February 7, 2008, 7:30 am - 10 am. Where Web Analytics Association will be holding a regional meeting for Ottawa members to share best case practices from around the world and discuss the challenges facing Canadian organizations, and what steps can be taken to improve the state of Public Sector and Not-for-Profit web sites.

About The Web Analytics Association

The Web Analytics Association is a not-for-profit professional organization dedicated to promoting the understanding of web analytics through education, advocacy, standards, research and technology. Founded by web analytics industry leaders, the mission of the association is to unite and foster the interests of practitioners, vendors, consultants and educators who use, sell, install, implement, consult, teach or train in the field of web analytics. For more information, or to become a member, please visit http://www.webanalyticsassociation.org.

Contact Information

  • C2E Consulting
    Lars Hansen
    (416) 406-9966
    Email: lars@c2e.ca