the web analyst's code of ethics
TRANSCRIPT
This is a story about the Web Analyst’s Code of Ethics…
Our little industry Hooray Us!
Web Analytics Tracking
Digital Measurement
WSJ What They Know
FTC “Do Not Track”
F.U.D. (Fear, Uncertainty, Doubt)
Cookies, local flash objects, deep packet inspection
Web Analytics Tracking
Digital Measurement
Hey… Let’s do
something?! Yeah, we
better!
The Code of Ethics Concept
It all started with a conversation…
Then a flurry of emails…
And a Code of Ethics was born.
• 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/
A Crowd Sourced Initiative
255 Emails exchanged
57 Pledges in three days!
62 Primary Blog Comments 56 Individual Commenter's
90 Contributors
19 Bloggers cite CoE
Hundreds of Tweets 4 Original Blog posts
What’s the Buzz?
5 Core Tenets of the Code of Ethics
• Privacy • Transparency • Consumer Control • Education • Accountability
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.
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.
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.
Education
I agree to educate my clients/employer about the types of data collected, and the potential
risks to consumers associated with those data.
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.
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
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
What Can You Do…?
Sign Up & Support the Web Analyst’s Code of Ethics!
http://bit.ly/Code_of_Ethics
Contact Info
John Lovett, WAA Director @johnlovett [email protected] http://www.webanalyticsassociation.org http://bit.ly/Code_of_Ethics