The DAA Europe special interest group was founded on the first of December 2011 at the eMetrics Marketing Optimization Summit in London. The EU SIG is focused on European Digital Analytics (web analytics) issues.

The DAA EU SIG has three major goals:

1. Supporting the profession of digital analysts in general, and establishing the needs of the Digital Analytics industry, as a mandatory part of all digital activities.
2. Let the DAA become a trusted, independent source of expertise regarding Digital Analytics across all industries and business-types, regardless of whether commercial, non-profit, educational or governmental goals are to be achieved.
3. Collect and share information on how Digital Analytics in Europe becomes fully compliant with national and EU laws and regulations

Privacy

At this moment the focus is placed at the different laws on privacy within the EU (so called cookie laws). The EU SIG is joining the debate around this topic to raise an independent voice and provide web analysts around the world, decision makers (politicians and governmental organisations), businesses and journalists with the knowledge they need.

DAA Member Geddy Van Elburg answers 5 questions on Digital Analytics and the EU Directive on Data Protection 

SIGEU White Paper on Privacy Compliance
Members Only 14 page Report [570kb pdf] | Public 1 page Abstract [123kb pdf] | get updates
In the EU people are concerned about their online privacy. The EU has set new laws on Privacy. It is important for businesses and organizations to understand how to be compliant with these EU laws and regulations. This white paper is for digital analysts, as well as those outside the profession, to gain a better understanding of the consequences of the issues.

Knowledge Centre

The EU SIG wants to be a knowledge centre on digital analysis to help stakeholders who want to be active in one or multiple countries in the EU; either from one EU country towards another or from without the EU.

Certification

The EU SIG wants to promote certification among web analysts in Europe. Certification provides individual web analysts with credentials and a public recognition of their professional achievements and expertise in web analytics.