Google announced today the release of the Google Analytics Individual Qualification accreditation course. For $50 and a passing grade of 75% or more you can get recognized as a person that is qualified as a Google Analytics Individual Expert (GAIQ) and receive the prestigious badge.
What Does The Google Analytics Individual Qualification Badge Mean To The Industry?
Will this push Google Analytics into another stratosphere with a new legion of new followers or devalue the tool as people seek assistance from people with a paper badge but little process to back it up?
Will internet marketing companies that went through the rigorous application process have their status devalued or elevated from a possible influx of qualified marketing experts to hire?
Will companies in need of analytics consulting begin to confuse GAIQ’s with Google Authorized Analytics Consultants (GAAC’s) therefore placing a strain on companies that have been operating under a proper process driven environment for several years?
The Difference Between Google Authorized Analytics Consultants & GAIQ’s
For newbie’s to the analytics world it is important to understand that previous to this announcement, Google supported a carefully chosen group of companies called Google Authorized Analytics Consultants that they endorsed on their site after passing a list of requirements that helped them meet the criteria to be an official partner.
Google built this program because they do not officially support the Google Analytics product with one on one support. The concern as a company that has taken the time to become an accredited company is that the accreditation will lose its luster because of this announcement.
We have taken the time for future prospects and our users to properly list both the pro’s / con’s of the new program and also the difference between the two accreditations.
The Positive Impacts Of The GAIQ Program
- Improved education of the Google Analytics product internationally
- The program will improve interest in the Google Analytics product
- More individuals will receive preferred status for companies that are looking for help with analytics consulting
- The program will give internet marketing companies a requirement to help hire a more qualified individual for their company
- Increased support for Google Analytics to companies that need analytics consulting
The Negative Impacts Of The GAIQ Program
- An increase in dissatisfied business from companies that think they are getting the same service level they get from GAAC’s
- Watered down support of Google Analytics as GAIQ’s are confused by business owners with accredited GAAC companies
- Potential for the overall support of the Google Analytics product to be tarnished from the vast selection of GAIQ accredited individuals that are deemed experts but do not necessarily offer expert advice
How Does A Google Analytics Individual Qualification Differ From A Google Analytics Authorized Consultant?
The following is a list of requirements to be accredited as a GAIQ:
- Successful completion of the online course or IQ test
- A grade of 75% on an online test
To receive accreditation as a Google Authorized Analytics Consultant the following is a list of requirements that must be met. (note that this is a sample list from mid 2008)
- List of at least 3 verifiable, paid, and expertly deployed Google Analytics projects with three different referenceable clients.
- How long have you been incorporated and in business?
- A list of any speaking engagements at conferences, posts to influential blogs, white papers, management bios, or other relevant evidence demonstrating your expertise.
- A range of service options you currently provide? What approximate prices do you charge for your services? Examples might include setup, training or consultation.
- Inclusion of a link to a page or pages on your website content prominently describing Google Analytics services.
- Ability to attend and pass Google Analytics technical training sessions? These take place (in English) at a Google office – typically lasting a few days and held annually in both Mountain View, CA and London, UK
- Commitment to providing detailed product and market feedback on a quarterly basis?
- Professional Indemnity/Liability insurance.
- Confirmation to commit to a minimum of 3 Google Analytics engagements per month?
Highly Desirable Requirements
- Have at least one dedicated person for Google Analytics support
- Have at least one Google Advertising Professional certified employee
- Offer technical support for both Google Analytics and Urchin software
- Maintain an electronic customer support ticketing system to manage customer support requests
The Impact Of The New Google Accreditation Announcement
The impact of this announcement will have a large impact on the Analytics world. While it will certainly improve the overall usage of Google Analytics worldwide, there will certainly be an increase in the amount of negative comments to the product itself.
Google may argue that due to the explosive growth of the Google Analytics product and the lack of companies that truly qualify to be a Google Authorized Analytics Consultant, that the need for this lower level of support was necessary in helping the huge populace of people that use the product.
We will only know the true impact of this choice by seeing how well Google delineates between the two Google Analytics Authorized Groups.
I understand how this can affect GAAC partners, but consultants such as myself it is a perfect solution, I have resources for dev projects and campaigns but cannot allocate the resources needed to have urchin/ga.js tech support. Everyone wants to work towards being a GAAC partner but there is only so many that google will dish out, there are 4 within Australia and dozens of companies who would love to join them.
If google allowed people outside GAAC to attend the training seminars, I would be on the next flight over, having attended training seminars held by EpikOne, I understand the difference between individuals and GAAC partners, but there is a place for individuals and GAIA is a perfection solution.
Oh and to add to the issue, i have sat the exam and expected something a little more interactive such as what does this report demonstrate etc… it was great for proving that you know what you need to know and it also points out weak areas of knowledge once you pass to work on.
So from a GAIA, I say thank you and look forward to improving my skills and people’s use of Google Analytics.
A calculated move from Google, to separate the chaff from the grain! But this move will cause a far fledged implication positively and negatively in the echelons of internet marketing.
You’ve done a good job in explaining the things in detail. I guess GAAC companies still can continue their supremacy in the analytics sphere.
Well, well, well! This is interesting. Surely GAIQ program is going to have its repercussions. While there is reason for internet marketing firms to be on guard the introduction of the program should encourage more individuals to take up this fledgling career.
The million dollar question is -is this training program really worth for analytics professionals to pay the $50 for getting this ‘prestigious badge’? One of my pals has attended the program, and he couldn’t find anything new in the training materials. It is great and laudable, if big G has provided some free, basic training to go along with it’s free, fairly high quality tool -Google Analytics
A pat on the back for Google! The online course will be a great resource for beginner web developers to become proficient in analytics. It doesn’t matter if you don’t plan on taking the test, following the curriculum is a great way to get in-depth education on Google Analytics.
I think the best part is the option to learn at one’s own pace. Once you start the course you need to take the exam only when you feel confident. I am going to do it slowly and steadily
There’s a good deal of excitement brewing over this test, both internally and externally. Most people that are analytics-focused probably already know the majority of these stuff. It may be useful for people familiar with different domain but not GA, or people just started learning.
I am not questioning the implications or integrity of the new step from Google. If you are an in-house professional, does your boss want you to get this qualification? Finally ‘who is going to want this and why? But it is a good learning pad for newbies I guess, after all the idea has sprouted out from the Google factory.
I personally see the overall impact of this new individual accreditation to be more positive than negative. The market has been asking for such a solution. Not every organization can have an external consultant, and it is always more beneficial in the long term to train an in house analyst.
I was listening to the last webinar from the Web Analytics Association. They were mentioning training, not understanding the importance and the scope of web analytics as well as the lack of technical expertise as some of the barriers for further adoption. This kind of initiatives can contribute to close these gaps.
We should also keep in mind that we are manly talking about how to use a tool. This Google Analytics certification work the same way as other basic or entry level technical certifications in the market. Companies like Microsoft, Oracle and others have been using this system for years. The price of the new Google certification is actually pretty low in comparison.
The partnership deals have always been something different, which makes sense. Actually many partners end up hiring certified professionals and even sell themselves as having certified staff.
May be this decision from Google may force consultants and partners to improve their game, offer added value, as the general knowledge is now at hand. That sounds good, isn’t it?
And after all, is only about the use of the tool that we are talking about here. The real value will come from the analyst that will work with this data to extract valuable business insights.
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Hi there:
I’m curious where you acquired your “badge”? From everything I’m reading on the Google Analytics blog and Help forums, Google hasn’t actually issued an official badge image. It’s certainly something a lot of folks who passed the test would like to see!