My WAA wishlist
I started this post as another answer to Jim Novo in this long and interesting discussion around how I am disappointed by the WAA and its certification program. The debate centered on the value of proctoring the exams, the price of the exams and then evolved into a discussion on whether the WAA should also offer something else. I’m very interested to hear how this issue was raised in the WAA board meeting as Jim said it would be in one of the many comments the post received. More importantly what actions were taken? If anyone from the WAA would care to comment I am all ears.
Because this reply got so long and because it’s moved on from me being critical to me asking for something I decided the reply to Jim and the WAA warranted its own post.
Regards the current certification. Jim Novo convinced me that the certification as it stands with a proctored exam has its place.
So on that score I have been convinced to change my position.
I do however still have a couple of wishes and am still disappointed that the WAA have not addressed what I thought was the most obvious problem with the current WAA professional membership. And it’s not just me, I’m speaking for at least most of Finlands membership and have seen agreement in some way or another from members in Sweden, Belgium, France, the UK and Hungary.
Wish number 1)
I would still like a lighter certification as part of current membership fees (or a very small admin fee on top) that can be taken online.
The deeper meaning of this? A couple of things.
1) When do we get the certification in Japanese? or Finnish? or insert your non english language here? Petri Mertanen (WAA finnish country chair) pointed it out and being in Finland I can tell you that this is a problem for people when you’re asking for a sizable investment. Everyone would prefer to take a test in their mother tongue but it’s understandable that it’s not possible. We don’t expect the WAA to translate everything into 50 odd languages. But we do expect to be catered for as well as is possible in Finland or Japan or even the more remote states in the USA (as one US member pointed out to me – the US is a big country and not everyone can get to the big cities). A light version of the certification means you won’t have to spend a lot of money on the test itself and travel to an exam (even if it’s only  to a selected city in your country) to take it.
2) I believe there is a much bigger market need for this than a proctored exam and also believe it would strongly add value to the membership fee which for all the good intent of the WAA is right now worthless outside of the USA. In the US there is much more value, for a start there are Basecamp training programs, many events that are run and most importantly many more members. If we can double or triple worldwide memberships then the same kind of publicity, advocacy and interest can be brought about in smaller markets. We once got 300 people to a seminar in Helsinki and there are only 30 WAA members. What does that tell you? That interest is there but it’s not worth being a member of the WAA.
Jim has argued that a light version devalues the certification. I want to suggest a way of framing the light versus proctored versions of the certifications.
The Light Version (Web Analytics Association Certified Member)
This Individual has met the WAA requirements to attain recognition as a certified Web Analytics member of the WAA. The WAA certification means the individual has successfully passed an online unmoderated exam covering many web analytics proficiencies. Certification is not an endorsement by WAA, but only an indication that the certified individual has met the certification criteria.
The Proctored Version (Web Analytics Association Certified Professional)
This Individual has met the WAA requirements to attain recognition as a certified Web Analytics professional. The WAA professional certification means the individual has successfully passed a proctored exam covering many web analytics proficiencies. Certification is not an endorsement by WAA, but is a very strong indication that the certified individual has met the certification criteria.
I’ve explained this in part before in my open letter to the WAA but no action has ever been taken. There are basically 3 levels of market maturity the WAA needs to cater for.
- The Start Up. This is when there is very little awareness in the market about web analytics and maybe 1 or 2 country representatives trying to get something going. Example; Kalle Heinonen and I in Finland in 2005 discussing analytics with our clients and friends in the industry in a bar in Helsinki. About 10-15 people sitting around discussing, building up momentum and planning to do it again in a few months to continue discussing what we’d learned.
- The Locally Sponsored WAA. This is when momentum has been built to the point where events can be planned and because there is enough interest local sponsors get involved usually directly contributing to hotel seminar rooms or event spaces. This usually means local marketing is done and volunteer speakers come to the events which might mean 50-100 people. In Finland this was 2006-8.
- The Locally funded WAA. This doesn’t exist yet but it should in my opinion. It’s when the market identifies that it has 200+ individuals that are interested in web analytics enough to attend an event. It’s where the WAA are currently missing out on a massive opportunity because they’re not allowing local growth. The market has gone through the first 2 levels and it expects locally sponsored free events – you can’t suddenly now start charging because firstly you don’t have a mechanism (a bank account) nor should you because you’ll lose many of the interested individuals. This is the point where a local non-profit should be set-up and administered locally. The idea here is that membership fees go to the WAA in the USA (with some small percentage paid back to the local market – now it’s 25%) the market continues to be a part of the WAA but it can set-up local mechanisms for funding and local training. Going back to my original point this is also where a light version of the certification would help tremendously.
, it doesn’t solve the problem for the rest of the worlds languages.
Hi Steve,
Greetings from Madrid.
I just wanted to comment on a couple of points as, following the previous Localized Globalization conference call, some topics have been discussed and additional information has been sent by Jim Novo to the attendees list, which includes Petri so I’m a bit surprised.
Also, I wasn’t aware that translation in Finish would be required as mainly the Spaniards came up with the topic but once we have the process rolling, I’ll surely put Petri in the loop so that he can coordinate from your side of the spectrum.
I’ll leave the discussion about the light certification to those in charge of that topic (Education Committee) but wanted to acknowledge that unlike stated in your post, this is not only and totally US centric and that support is slowly but surely building up outside of the US with some local initiatives.
Additionally, I would also like to remind you that Country & Regional Managers are in charge of 25% of members budgets and are asked to define what they would like to do with the money, on top of organizing events.
I regularly get mails in from other localized groups with ideas, questions and suggestions, which are then dealt with directly or passed onto the appropriate contact person within the WAA, in the US or elsewhere, in order to move ahead.
I would certainly welcome your support as there are several issues that need to be centralized through countries and there’s just so much a single person can do in 24 hours
Talk to you soon, be well & kind regards,
Aurélie