[Queue R.E.M. background music]

There was so much going on in the few two weeks that merely tweeting or newlettering about it is insufficient. Here’s my Saturday morning review of the whirligig that is marketing optimization, web analytics, social media metrics and etcetera …
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eMetrics Goes Under
Predictive Analytics World on its Own Two Feet
Conversion Conference West 2010
Maturity Models – Hot or Not?
The Unfulfilled Promise Conversation
Web Analytics Without Borders and the Analytics Exchange
New Book: Social Media Metrics
Searching for Social Media Metrics Resources

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eMetrics Goes Under
Wait, wait, wait – Make that DOWN Under! Yes, in addition to Munich, Toronto, San Jose, London, São Paulo, Madrid, Stockholm, Washington D.C. and a rumor of Paris, the eMetrics Marketing Optimization Summit will be making its first appearance in Sydney, April 22 – 23, 2010. I haven’t been to OZ for ages and can’t wait. My senior status in United Airlines Mileage Plus is ensured.
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Predictive Analytics World Back on its Own Two Feet
Predictive Analytics World was spun off of the eMetrics Marketing Optimization Summit, was co-located with eMetrics in Washington D.C. and is now back on its own. The eMetrics crowd was fascinated by the high-end, deep-data aspect of this conference and Eric Siegel is bringing another stellar set of speakers and very leading edge vendors to the Palace Hotel in San Francisco, February 16-17.
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Conversion Conference West 2010 the First of Its Kind
This habit of finding new super stars to build conferences around is intoxicating. Matthew Finlay and I are VERY proud to announce the inaugural Conversion Conference headed up by none other than Landing Page Optimization author Tim Ash. Mark your calendar for May 3-5 in San Jose!
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Maturity Models – Hot or Not?
Stephane Hamel and Eric Peterson got into a back-and-forth that I have only just now had the chance to catch up on. The tweets were short (well, duh) and cryptic, so I finally read through Stephane’s post: What’s holding back web analytics? A public response to Eric Peterson. The tweet stream is included, Eric responded and the conversation is wonderfully interesting. When you get a few minutes, do spend them there.
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The Unfulfilled Promise Conversation
Another fascinating thread in the past couple of weeks was prompted by the (always) captivating Joseph Carrabis in his post called The Unfulfilled Promise of Online Analytics, Part One and Part Two. The premise? Web Analytics has let us down. The huge (promised) potential has simply not been delivered. Industry leaders are not leading and practitioners are becoming demoralized. The conversation continues – 51 comments on Part One and 26 (so far) on Part Two. Oh – and this will take more than a few minutes because the reading is thought provoking in addition to being voluminous.
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Web Analytics Without Borders and the Analytics Exchange
Talk about timing! Here are two great projects that have come out at the same time proving that the idea is ripe.

Stephane Hamel (he gets around!), Daniel Waisberg, Kris Groulx and Adam Laughlin have been working on Web Analytics Without Borders for more than a year as a Web Analytics Association initiative. So much to plan, so much to organize and so much to be politically careful about – not to mention input from a dozen committee members, Board members and lengthy planning with Save the Children.

This is a great project to bring free web analytics insight to a worthy cause and a chance for web analysts to show off their talents. Daniel and Stephane found an organization ready, willing and able to share its data and through the WAA will be organizing the process. “Our vision is that every analyst participating in the Web Analytics Without Borders program becomes part of Save the Children’s web team, helps develop a data-driven culture from scratch, increase and uses their experience to enable positive and sustainable change in thousands of children’s’ lives.”

Meanwhile, Eric Peterson (he gets around!) has launched the Web Analytics Demystified Analytics Exchange designed to connect non-profits and non-government organizations with experienced mentors and students looking for experience.

Like the Yahoo! Web Analytics Forum and Web Analytics Wednesday, Eric has dramatically and boldly stepped forward with an ‘open source’ initiative to benefit the entire industry, “to help demonstrate the value of Web Analytics to organizations across the globe; to elevate practical understanding of data-driven success; and to train the ‘next wave’ in Web Analytics professionals.” If you’re a non-profit, you can submit a project for analysis resources. If you’re a WA student, you can be matched with projects based on your individual skills. If you want to be a mentors, you can be assigned to collaborate with different students on different projects.

Clearly, bringing free-range web analytics talent to bear on worthy causes’ data is an idea whose time has come.
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New Book: Social Media Metrics
It’s hard to believe that Web Metrics: Proven Methods for Measuring Web Site Success is eight years old. That’s 56 in Internet years! So it’s about frickin’ time I did something useful with my keyboard. Just in time for the eMetrics Marketing Optimization Summit in San Jose in May (and maybe in time for Toronto in March) Social Media Metrics: How to Measure and Optimize Your Marketing Investment will hit the streets. Stay tuned for details after the first of the year. However – you can help today… (see next)
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Searching for Social Media Metrics Resources
I’m adding an appendix in my next book of social media metrics resources. So far, I’ve got:
   Importance of Social Media –
      Several articles on why we should care
   Social Media Definitions – What is this stuff anyway?
   Measuring Social Media –
      Ogilvy’s Social Media Measurement Model
      Zocalogroup’s Measuring Digital Word of Mouth
      Razorfish’s Measuring Social Influence Marketing Report
   Social Media Measurement Tools
      Ongoing list of Companies that Measure Social Media
      Jeremiah Owyang
      Online brand reputation or social media listening software
      Dave Chaffey
      Measurement Camp Tools For Measurement
   Social Media Metrics Discussions
      Business Exchange
   Twitter hashtags: #measure #smmetrics

My question for YOU is – what am I missing? Please don’t send me names of products or services – this is a list of Resources. Thank You!
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And with that, all that’s left to say is Happy Holidays to All and to All a Good Night!

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