Executive Summary (This is a document excerpt)

The Web analytics industry's new professional organization, the Web Analytics Association (WAA), has grown significantly in its first year, taking on important issues like education, peer networking, and advocacy. The organization has hired a full-time director and has plans to tackle standards, certification, and ethics in year two. While the group has made good progress, it needs to start thinking more broadly. The WAA can best serve its members by focusing on the strategic positioning of Web analytics in the minds of key stakeholder groups like Internet users, lawmakers, and executives. Success in that effort will free practitioners from having to fight for credibility and allow them to focus on delivering meaningful business results.

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