A member of the Web Analytics Forum at Yahoo! asked about the WAA-UBC Award of Achievement in Web Analytics. A Masters candidate, this individual wondered how in-depth the classes really were.

Stéphane Hamel, consultant, UBC tutor and currently on the Board of the WAA had one of the most useful responses and I felt it was worth sharing.

Stéphane Hamel

Stéphane Hamel


From: webanalytics [at] yahoogroups [dot] com On Behalf Of Stephane Hamel
Sent: Thursday, July 09, 2009 7:39 AM
To: webanalytics [at] yahoogroups [dot] com
Subject: [webanalytics] Re: UBC Award of Achievement in Web Analytics

I’m one of the tutors for the program (all four courses). In my opinion, there are 3 main skills/background to do web analytics: business/marketing, technology, and analytics (statistics in your case). Nobody is strong in all three, most have a “major” and a “minor” and are weaker in the third. Having tutored to about 500 people over the last 2 or 3 years, here’s some comments in reply to others:

1) It’s education, not training:

The benefit of the program is to cover all dimensions of a successful analytics program. It’s an “education” program, not “training”, so the emphasis is not on how to use the tools and large sets of data, but much more about the concepts and principles behind web analytics. Those range from understanding the technology supporting analytics, optimizing web sites, optimizing marketing, change management, and some very basic element of statistics. If you are seeking hands on training for a specific tool, you would be better off looking for vendor training. To get an idea of what’s covered in the program, you can have a look.

2) Interactions among students

Being an online course, interaction among students varies greatly and depends on the group and how involved and skilled the tutor is at facilitating and nurturing communication. Some courses triggers lots of discussion, while it’s more challenging to get people to participate in some others. But again, if you are “lucky” and you end up in a group where there’s a lot of discussion, the value of the course is greatly increased.

3) Unique and highly regarded

And lastly, the UBC program is the only one I know of this kind and has been receiving very good reviews since its inception. It’s also an element of the UC Irvine Web Intelligence certificate and the WAA is coming up with a certification exam. But maybe I’m biased here… so other people could comment 🙂

Hope that helps,

Stéphane Hamel
– eBusiness Strategist & Web Analytics advocate!
– Board of Director, Web Analytics Association
– Tutor, UBC Award of Achievement in Web Analytics
Twitter: immeria
Web: http://immeria.net
Blog: http://blog.immeria.net
WASP: http://WebAnalyticsSolutionProfiler.com
WAA: http://WebAnalyticsAssociation.org
UBC: http://www.tech.ubc.ca/webanalytics/


Well said Stéphane – many thanks.

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