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Why don't you join the WAA? Really, why? Tell me!

Friends, Romans….people from other cities….lend me your eyes!

I am a big fan of the Web Analytics Association and I have been a member for nigh on 4 years (1 year as an individual and 3 as a corporate member).  I am on the Exam Committee and recently had the honour of being named co-chair of the Membership Committee alongside co-chair Michele “Jojoba” Hinojosa and chairman Eric “Hairic” Feinberg.  I’ve taken the Certified Web Analyst (CWA) exam and I’m encouraging colleagues at Yahoo! to do the same.

In terms of the value of the membership to me – it’s been very useful in terms of making connections (especially considering I’m in a dark Hungarian outpost) and I have more recruiters contacting me since I took the UBC Web Analytics course (utilising my WAA discount) and the CWA exam – yes, it’s true, I’m needy for attention.
I’ve learned a huge amount from my time in the WAA, mainly from the involvement I’ve had with various groups.

So, my question is, why don’t YOU want to join the WAA?

I’m sure you have perfectly valid reasons and I want to hear all of them.  Rant, rave, go nuts!  I want to know!  Several people have contacted me recently telling me that they haven’t joined because they don’t really understand the value of membership.  So, what would make membership worthwhile to you?  Get it all off your chest.  You’ll feel better!  Is it the price?  Is it the website? Is it because a dream told you not to join?  Did a magic eight-ball do this to you?

Leave a comment – anonymous or otherwise – below so that I have a better understanding of why we haven’t convinced you to join….yet.  I’m not going to try to convince you now – I just want to understand what you want.

We’ll convince you later….

 

November 9th, 2011
  • Anonymous

    Do I really need to say this? It’s the fact that there are dues and that they are recurring dues. I just joined the REI co-op this week for $20. That’s a lifetime membership assuming I spend $10/year on merchandise. In my opinion, any organization of professionals should be just that. A group of people that meet to discuss their life’s passion. No membership dues, no certifications, no need to sit and listen to corporate representatives give glorified advertisements under the guise of a seminar all as part of a conference that people only go to to get away from their cubicles for a week.

    If you want to advertise to me, buy me a couple of drinks and ask me to sit through your presentation. If you want me to contribute, just ask; but don’t require that I pay you money first. And if you just want my money, then maybe you’re in this for the wrong reasons.

  • http://twitter.com/SmallsMeasures Elizabeth

    Hey Anonymous, I hear ya! I agree that the dues are a bit of an initial turnoff, $200 for me to pay out of pocket makes me think twice (a couple times) about whether or not I’m going to do it. And for the record, I’m not yet a member but probably will be soon. I say soon because I was recently thinking about the cost/benefit of membership. If they’re helpful to you, here are some of my conclusions:
    - An organization needs funding to operate. Since WAA wants to be vendor agnostic and a place for the entire community, the money should not come from the vendors…it should come from the members in this case.
    - Contributing and participating in organization is definitely necessary, but the fact is that money is a real factor and required to allow for the business/organization to be maintained
    - Members have a responsibility to contribute to an organization though time and finances (these are both demonstrations about an individuals commitment level to an organization)
    - There are some SRS benefits to membership! I think Emer has done a great job of outlining some of her personal experiences, and I’m sure she has a lot more she would share on behalf of other members.

    As for current WAA members and leaders, I have a couple thoughts if you’re interested too:
    - Has the option of trial membership period been discussed? Since it’s still such a young industry & organization, it may help generate more participation by lowering the barrier to entry. Or at least making the process of ponying up the $ more comfortable.
    - How big is the WAA anyway? I’m really curious about this one. How many members? what % of the industry has a WAA membership? Who are the big dogs involved? (I think I know of a few)
    - Is there a threshold of membership where dues may be reduced in the future? It’s okay if not, the purpose is probably to grow the organization, not maintain status quo. I get it, the extra $ should be used to invest. IMHO.

    Would love to hear some feedback, thanks so much for bringing this up Emer!

  • http://twitter.com/michelehinojosa Michele Hinojosa

    Anonymous – totally a valid point to bring up the membership dues. However, REI isn’t a great example, because while, yes, the co-op membership is cheap, they get money from you in another way – your actual purchases. Industry organisations typically have dues, this is not unique to the WAA. Since the WAA is a volunteer organisation, the funds can come from two places. One, corporate sponsors. However, this would increase the vendor schpiels you’d need to list to, so I don’t think it would suit what you are wanting. Two, membership dues. I myself joined the WAA out of pocket (my company did not pay, though my subsequent company did, when I re-upped) and found it worthwhile. I think the real crux of the issue is if members feel like the cost/benefit ratio is out of whack. I, like Emer, would love to hear about how we can tip that balance so the membership dues are seen as worthwhile and a fair exchange for what you’re getting. It also sounds like you’re suggesting that volunteer participation shouldn’t require you to pay membership dues. That’s a really interesting idea actually – paying members (receive benefits in exchange for dues) vs. volunteer members (receive benefits in exchange for their efforts.)  We would love to hear what else would make it worth the $199 individual membership cost for you. What are you not getting that you think you should? 

  • http://twitter.com/VaBeachKevin Kevin Rogers

    I disagree that they need funds to operate.

    I feel an organization like the WAA should be made up of individuals who simply have the desire to help the advancement and awareness of the analytics community, and do it willingly in their free time. Looking at other groups such as the Analysis Exchange, the Yahoo Web Analytics Group, and then the numerous Web Analytics blogs, clearly shows that there are many individuals who are happy to help the industry with no desire for any type of payment.  I personally have been helping others with analytics for years in many different situations without ever asking for or expecting anything in return, and will continue to do so. If this type of organization feel they need funds, then there are other ways to go about it, such as by accepting donations or selling branded merchandise. I think allowing members to join for free without asking for anything in return would improve the view of the WAA in the community. If their must be some kind of fee, then let it be incredibly reasonable, something like $10 for a lifetime membership. I feel the fees are the number 1 thing holding them back. 

  • http://twitter.com/randyzwitch Randy Zwitch

    fg

  • http://twitter.com/randyzwitch Randy Zwitch

    The last time this came up over on Evan’s blog, I wrote an extensive run-down of benefits and how I don’t perceive their value.  See here:

    http://www.atlantaanalytics.com/about-web-analytics/why-would-you-join-the-web-analytics-association/

    Interestingly, on Evan’s blog there is a link to when Jason T. asked the question in 2010.  Doesn’t look like the WAA is doing too well in addressing the concerns.

    To paraphrase, for me it all comes down to money.  I’m not looking for a ton of benefits from the WAA, because as Kevin references, there are so many other avenues to participate and learn from for free.  Blogs, research our companies already buy, LinkedIn and Web Analytics Wednesday’s for networking and job hunting, Twitter, blogging/running your own site to learn, Analysis Exchange to help others, etc. 

    The only benefit I see that I can’t get elsewhere is the discount…but I went to the WAA symposium in Philly, and it was $50 for non-members and $40 (?) for members.  At a $10 discount, you need to attend a ton of events for the $199 to pay off…and my company paid for my symposium ticket anyway, so the discount didn’t matter.

       

  • Peter O’Neill

    The reason I haven’t joined is the fees, would love to be a member but trying to minimise costs/cashflow outgoings as an independent consultant.  If there was a clear benefit to me, then I would pay the money but yet to see one. 

    I agree with Kevin and a big question is why are the funds required?  What are the costs of running the organisation if committee members are volunteers?  Are there any paid employees and what is their remit?  For covering costs like website hosting, I assume events would raise sufficient funds to cover this – esp given cost to participants of eMetrics compared to Accelerate with equal access to sponsors (actually assume these events would make a fair profit).

    Still yet to see any statement from the WAA disagreeing with any web analytics practices e.g. Flash cookies or calling out any unethical companies – would be more inclined to support the organisation if they were seen to be doing something like that.

  • Peter O’Neill

    Oh – and can someone clarify why the WAA doesn’t support or recognise Web Analytics Wednesdays?  They are the meetings for the web analytics community around the world – that is unlikely to change – why can’t they be made official?

  • Anonymous

    I can cover this one … we actually do have an agreement in place between “Web Analytics Wednesday” (a Web Analytics Demystified brand) and the Association and have for years.  If you were to dig back into your old WAA emails you’d see that they used to promote local WAW events in the sidebar (again, thanks to our agreement.)

    That said, with the new (very effective, very awesome) Board of Directors there is a shift towards more local chapters and events.  These have happened in Boston, Austin, Seattle, and more recently Philly.  I am excited about this shift from the WAA and see these events and WAW as entirely complimentary.

    What’s more, and some of you are aware of this, we are starting to take Web Analytics Wednesday in a new direction starting in 2012.  I don’t want to say too much, but it’s exciting work and we believe we can use WAW to fill a gap in the industry that has existed for far too long.

    Anyway, that’s the deets on your question.  I’m not touching the other question with a 100 foot pole!

  • Peter O’Neill

    Thanks Eric, I thought I had seen something saying the WAW was not endorsed by the WAA, clearly mistaken.  The issue for me with the local chapter events is they have all occured in the US so far.  I don’t really care what the event is called, just that there is a widely known opportunity for the local web analytics community to get together to discuss life & trade notes over a couple of quiet drinks. Looking forward to hearing the future plans for WAW though.

  • Anonymous

    You can actually participate in the future of Web Analytics Wednesday if you like. Email me off this thread and we can scheme … um … plan.

  • Anonymous

    FWIW I shot an email to most of the WAA Board of Directors saying “hey you all, go reply to Kevin on Emer’s thread.”  I can assure you that the WAA needs money and that they spend it on good and wise things, but it’s not my place to say that nor defend the Association (of which I am not a member.)

    I also suggested that a little more transparency may be in order when it comes to revenue and expenses.  The WAA is a non profit and so I suspect that there are different rules for publishing the numbers (but my suspicion is that they are looser, maybe I’m wrong.)

    Anyway …

  • Bob Mitchell

    Watching closely. :-D

  • http://www.emerkirrane.com Emer Kirrane

    Thanks so much for all the feedback folks!  Any and all other thoughts are welcomed.  I’ll take all of this back to WAA [virtual] HQ.

    Eric – thanks for clarifying the WAW situation also.

  • Steve

    Hi Emer,

    I think the biggest reason people don’t join is a lack of value for the fee. You mentioned what you got out of it and that’s great but you’ve invested a great deal in your education, much more than 200 a year. You did the certification, you have spent a lot of time and money traveling and got really active with the WAA. Unfortunately most folks don’t have the leadership skills you have and I mean that from the perspective of making an event happen, meeting people and leading them to make other things happen.

    I was really active for 3-4 years and have been a member since 2005 day one really. I helped kick things off in my part of the world and I believe it has helped Finland and the Nordics keep up with the rest of Europe, but after I personally couldn’t commit to more than helping behind the scenes I saw more and more problems with the membership fee and its perceived value.

    A WAW is a free event. I can even ask Eric nicely and he might sponsor some drinks. The WAA events we run alongside have presentations, good local speakers, sometimes free food and free drinks are pretty much obligatory but we don’t charge a fee because the events are expected to be free. That’s not a criticism of the WAWs I’m just saying why pay a fee when it’s all free anyway? As a member we don’t get anything extra OR and this is important if we do get extra the it isn’t obvious.

    You are the exception to the rule. Most people who pay dues expect to get more than a WAA badge.

    Personally I think this can be fixed by the certification process. As a member you should be given a package that trains you how to pass the exam. As a non member you don’t get it. I would go as far to say that non member should pay treble to sit the exam.

  • http://www.emerkirrane.com Emer Kirrane

    Thanks Steve!  I’ll take your comments back to both the Membership and Exam committees.
    Cheers, 
    E

  • Steve Jackson

    As an aside we discussed doing this package which would result in a free online test that judges your ability to pass the certification. I volunteered to drive it but I confess I haven’t the time nor the necessary support to take it on in addition to everything else I am doing.

    I am more than happy to help make this happen but I simply can’t do it alone and need to first sit the exam in order to know how to craft an online test. That part I’ll do in March probably as I have arranged with the help of the WAA a test centre in Helsinki.

    My reasons for this are selfish as I believe I can put my staff through the course as part of their training.

    It’s better than paying for Omniture training and with discounts it’s comparable pricing.

  • http://www.emerkirrane.com Emer Kirrane

    Yes! We did talk about this and I ended up being too slammed to be any use at all.  It would be good to look at this again.  Have you considered joining the Exam Committee when you’re a CWA?  Maybe we could put our heads together as a group.
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