Wednesday, January 25, 2012

[G] A new initiative connects analysts with non-profits

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Google Analytics Blog: A new initiative connects analysts with non-profits

The Google Analytics Team has always supported the promotion of analytics education and professional development. We’d like to share this guest post by Wendy Greco & Eric Peterson from Analysis Exchange - an initiative designed to provide hands-on training opportunities for aspiring web analytics professionals while providing free web data analysis to the entire nonprofit community.

In the right hands, technologies like Google Analytics can do great things, but unfortunately not every organization is able to hire resources to dedicate to web analytics. What’s more, there are thousands of talented individuals out there who would love to work in this field but don’t have the hands-on experience required to get their first web analytics job.

Two years ago Web Analytics Demystified looked at this problem from both angles and decided to create a solution - The Analysis Exchange. The Analysis Exchange pairs a non-profit organization with pair of web analysts --- one a student wanting the experience and the other a mentor with years of direct work in the field.  The trio work together to have the student learn to use Google Analytics to “tell a story” with the data about how the non-profit can better meet their business goals.

Thanks to the generosity of all of our sponsors and participants, Analysis Exchange projects are completely free. Google Analytics is the standard analytics tool for Analysis Exchange for a few key reasons:

  • No cost means it is accessible to all non-profits

  • Nearly 100% of the non-profits we work with already have it installed

  • Our students find Google Analytics incredibly easy to learn

  • Our mentors, even if they don’t use Google Analytics day-to-day, pick it up immediately

Most importantly, Google Analytics attention to ease-of-use dramatically improves our non-profits likelihood to continue to use web analytics after Analysis Exchange projects.  Our mentors and students teach them to fish, and Google Analytics becomes the fishing pole.

Most Analysis Exchange projects take less than a few hours for non-profits and mentors.  Students spend more time, but students have the most to gain as they develop the types of “Analyst Ninja” skills that are required to get a great job in this field. We’re looking for more partners to sign up to the The Analysis Exchange - who are interested in supporting this initiative.

You can learn more about our effort at or write our Executive Director Wendy Greco directly at

Posted on behalf of Wendy Greco & Eric Peterson


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