Thanks for your interest in the Knowledge Required for Certification by the Web Analytics Association (WAA). This document contains a detailed overview of the knowledge required to pass the Web Analytics Association certification test.

As such, this document is also a detailed overview of the educational material provided in the four online courses making up the Award of Achievement in Web Analytics offered by the WAA and University of British Columbia Continuing Studies (UBC).

Taking these four courses is not required to sit for the certification test.

However, the knowledge contained in these four courses will be required to pass the test. We expect many web analytics professionals should be able to pass the test without taking the courses.

Potential applicants for the certification should review this document and decide if they possess all of the knowledge required to pass the test. If further education is needed, the four WAA / UBC courses provide all the information required to pass the test.

This document generally follows the format of WAA / UBC Courses 2 – 4:

• Course 2: Web Analytics for Site Optimization
• Course 3: Measuring Marketing Campaigns Online
• Course 4: Creating and Managing the Analytical Business Culture

Each course is made up of a number of modules. In this document, for each course module there is an overview and a list of objectives and outcomes – what you should know and be able to do if you understand the material. Course 1 is an introductory course providing an “integrated view” of these same topics.

Thanks again for your interest in the WAA certification.

Raquel Collins
Jim Novo
Co-Chairs, Education Committee

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