DAA Mission Statement

The Digital Analytics Association exists to help organizations illuminate and overcome the challenges of data acquisition, exploration, deduction and application. The DAA is a not-for-profit, volunteer-powered association, and strives to help individuals become more valuable through education, community, research and advocacy.

DAA History

The DAA was founded as the Web Analytics Association in 2004. As more digital data streams became available, the responsibilities of the analyst broadened and the term "web analytics" became known as the study of data collected exclusively on websites. The Board of Directors chose to change the name to the Digital Analytics Association in 2011 to account for the analyst's changing role of weaving together data from multiple sources and channels.