2. This is a story about the
Web Analyst’s Code of Ethics…

3. Web Analytics
Tracking
Our little industry Digital Measurement
Hooray Us!

4. Web Analytics
Cookies, local
Tracking
flash objects, deep FTC
Digital Measurement
packet inspection
“Do Not Track”
WSJ
What They Know F.U.D.
(Fear, Uncertainty, Doubt)
Hey…
Yeah, we Let’s do
better! something?!

5. The Code of Ethics Concept
It all started with a conversation…
Then a flurry of emails…
And a Code of Ethics was born.

6. • Code of Ethics Blog post
goes live on WAA blog
September 12, 2010
• 49 comments within first 8
weeks
• Dialog spreads to Twitter
and social channels
• Word gets out across the
#Measure community
Source: Webpages as graphs http://www.aharef.info/static/htmlgraph/

7. A Crowd Sourced Initiative
57 Pledges in three days!
56 Individual Commenter's
90 Contributors 62 Primary Blog Comments
Hundreds of Tweets
4 Original Blog posts
19 Bloggers cite CoE
255 Emails exchanged

8. What’s the Buzz?

9. 5 Core Tenets of the Code of Ethics
• Privacy
• Transparency
• Consumer Control
• Education
• Accountability

10. Privacy
I agree to hold consumer data in the highest
regard and will do everything in my power to
keep personally identifiable consumer data
safe, secure and private.

11. Transparency
I agree to encourage full disclosure of my
clients/employer consumer data collection
practices and to encourage communication
of how that data will be used in clear and
understandable language.

12. Consumer Control
I agree to inform and empower consumers to
opt out of my clients/employer data collection
practices and to document ways to do this.

13. Education
I agree to educate my clients/employer about
the types of data collected, and the potential
risks to consumers associated with those
data.

14. Accountability
I agree to act as a steward of customer data
and to uphold the consumers’ right to privacy
as governed by my clients/employer and
applicable laws and regulations.

15. The Goal
To educate organizations and Internet users
globally of digital data collection and
utilization practices.
The Web Analytics Association leads and supports the members
by providing quality education, developing standards and best
practices, conducting research and advocating for issues that
advance the industry.
~WAA Mission Statement

16. Our Measures of Success
• Grow to 1,000 Pledges in 2011
• Increase public awareness in social
and mainstream media outlets
• Our collective voice advances the
industry

17. What Can You Do…?
Sign Up & Support the
Web Analyst’s Code of Ethics!
http://bit.ly/Code_of_Ethics

18. Contact Info
John Lovett, WAA Director
@johnlovett
John.Lovett@webanalyticsdemystified.com
http://www.webanalyticsassociation.org
http://bit.ly/Code_of_Ethics