DAA Mission Statement

The Digital Analytics Association makes analytics professionals more effective and valuable through professional development and community.

The DAA Vision

Advancing the profession of using data to improve business.

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.

View the bylaws of the DAA.