What do you do?

The Digital Analytics Association helps stakeholders in all companies at all levels meet the challenges of data acquisition, exploration, deduction and application. The DAA is a not-for-profit, volunteer-powered association. Its goal is to add education, community, research and advocacy to the digital analytics ecosystem.

What prompted the name change?

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. In 2011, the Board of Directors chose to change the name to the Digital Analytics Association to account for the analyst's changing role of weaving together data from multiple sources and channels.

Are there any new members?

As the DAA, the organization aims to attract new members from all branches of digital marketing and media measurement, including CRM, e-commerce, mobile, social, etc.

What exactly does the rebranding entail? Are you changing your services or offerings?

The rebrand will entail both immediate changes to the organization and long-term evolution. We have always looked to our members to help us define what topics and initiatives the organization provides and spearheads. As a first initiative, the DAA will hold a live discussion forum with members to discuss the organization’s expanded focus and ask members for suggestions on new initiatives, committees, research and events.

Does the name change signify a shift in priorities or the association’s mission?

Our mission as an organization has always been to advance the profession of using data to improve business. The way that data is used is what has shifted since the inception of the DAA. Our mission as the DAA will be to reach the much larger audience of marketers, business leaders and professionals of all levels that are using data to make decisions and achieve business goals.

How will current members be affected?

Current members will have access to new initiatives and member benefits/offerings that occur as a result of the evolution of the organization.

Did you conduct focus groups/solicit advice from anyone regarding the new name?

With the advent of social media, the marketplace has become a focus group. Its message to us has been loud and clear for some time. Based on the strength of that signal, we surveyed our member base and found we were right on track.

Are there any other changes (membership changes, fees, policies, etc.) that will occur with the new name?

Not at this time. At the moment, this name change is in recognition of the actual work that our members are doing on a daily basis. This change will allow us to remain relevant to them as they continue their growth in the field of analytics. Changes to membership, policies and fees will come as a result of direction from our members. As always, we remain a member-driven, volunteer powered organization.

Are you concerned about confusion this might cause in the industry since there is already an establish DAA - the Digital Advertising Alliance - in the space?

No. The Digital Advertising Alliance is an association of associations, which is primarily focused on regulatory issues on online advertising. We differentiate ourselves by having a solid member base of individuals, academics and enterprises that all pursue effective data utilization.

Is there anything else I should know?

Measure twice, cut once.

Who do I contact if I have further questions about the name change or how this affects membership?

For any additional questions please contact or .

Why change an established association name now?

The name WAA served us well when web analytics could be defined simply as the measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimizing Web usage. Today, the role of the analyst has changed and evolved, and we are now weaving together complex data streams from multiple sources and channels. It is also not only web analysts, but marketers, business leaders and professionals on all levels of the organization unlocking clues from data to drive better performance and decision making. The rebrand to Digital Analytics Association was necessary to align our organization with this evolution.

Are there any challenges that are driving this rebranding?

The only challenge was perceived limitations around the term "web analytics.” While many of our members are currently involved in digital analytics beyond the website, we wanted to create an environment and organization to support the 360-degree view of big data and digital measurement. That’s what this evolution is about.

How do your current members feel about the name change?

The first initiative of the DAA is to hold a live discussion forum with our members on the homepage of the site. This will be our members’ time to share their thoughts, opinions and ideas for the new expanded vision of the DAA.

Who are your members?

• People engaged in data driven strategic analysis
• People engaged in the analysis of customer derived data
• Professionals for whom digital is a component to their business
• Analysts charged with providing data to executive level

Have membership numbers been declining?

No - we are now at an all-time high of more than 2150 members.

Do any other associations already serve the new members you are reaching out to?

There are a number of associations that are more theoretical, more scientific, more academic or more specific to a given industry. We look forward to working with them as partners.

Questions?

If you have additional questions, comments or feedback, please let us know.

Mike Levin, Executive DirectorShannon Taylor