John Payne is running for WAA Board of Directors
Those of you in the WAA are hopefully aware that due to Avinash Kaushik’s untimely resignation the Web Analytics Association is currently having a special election. While the entire organization without a doubt misses Avinash’s charisma, spirit, and great passion for measurement, a great slate of folks have been nominated to replace Mr. Kaushik. While I don’t know all the candidates personally, I have had the great pleasure to work with one for several years now: John Payne from Coremetrics.
I first met John years ago while he was at IBM SurfAid and I was at WebSideStory. I was privileged to work directly with John and his team while I was an analyst at JupiterResearch, as I am again privileged to work with John on occasion now that I have started my own company. And while I have tremendous respect for Akin Arikan, Dennis Mortensen, and Mark Wachen based on my past interactions with each, I can think of few people who would add more value to the current WAA Board of Directors than John Payne.
John was gracious enough to answer a few questions I had about his candidacy and qualifications despite being on a well-deserved vacation in Alaska.
EP: Tell us briefly about your work in the web analytics industry?
JP: Well I am probably the one with the most tenure in web analytics … note I avoided saying the oldest, which is also true 😉 I co-founded IBM’s Web analytics solution (SurfAid) in 1996. In that role I have been involved in all aspects of delivering web analytics. I am intimately familiar with the data and the challenges associated with performing meaningful, actionable analysis. I am currently responsible for Product Management at Coremetrics.
EP: Why are you running for the WAA Board of Directors?
JP: Because of my experience in working with the data and how to build a viable solution around this data, I bring a unique and seasoned perspective to WAA. I am at a point where I want to help the larger web analytics community become more productive and effective.
EP: What three things do you believe make you the one candidate to vote for in this election?
JP: I am hands on … I know the data, the challenges, the level of effort required to make the reports meaningful. While I have been doing this a long time, I also see a vision for how this can evolve in the future, to capabilities such as analytics across domains that result in targeted content and predictive modeling for more effective content delivery. Thirdly, my experience will help guide WAA to deliverable that will hopefully have higher value to its members and the larger web analytics community.
EP: How do you feel about term limits for WAA Board members?
JP: Term limits are a great idea because a regular infusion of new energy and talent will keep the WAA more vital and relevant.
EP: Some have accused the WAA of being somewhat close-minded and having a “not invented here” attitude, something that has the potential to negatively impact the community as a whole. Can you tell me if you encounter this how you might approach the problem?
JP: Each idea needs to be assessed on its own merit. I would encourage full review and dialogue of all new ideas before any rendered decision.
EP: What is your favorite thing about web analytics?
JP: I really enjoy “playing” with the data and “torturing it until it confesses!” Really, web site visitor behavior does not lie, and I enjoy finding the story that causes the web marketing team to grim with excitement as they lay out a strategy and measure their success.
EP: What is your least favorite thing about web analytics?
JP: I am always disappointed by some portion of the community who just wants answers without being willing to “bond” with their data and the tools that they need top use. I guess my disappointment stems from the fact that I enjoy doing “deep data dives” so much!
EP: Thanks a ton John, now back to your vacation and best of luck in the election!
Those of you in the WAA should have an email from the association titled “Re: WAA Board of Directors Special Election – Voting Period Now Open” with your ballot ID. Hopefully all of you will take the time to vote in this special election and show your support for John, Akin, Dennis, Nicholas, or whichever candidate you choose.
VOTE NOW IN THE WAA SPECIAL ELECTION (you will need your ballot ID and to log in to the WAA extranet)
