Essential Series Courses


The DAA Essential Series is an interactive, discussion-based education program focused on the business application of digital analytics.  The content is designed to prepare you for a transition into more strategic and collaborative roles within your organization. Learn how to improve the integrity and precision of intelligence created for your business and to gain support by customizing your analytical efforts to the needs of your stakeholders. These classes are non-technical / not about the tools; some experience with basic digital analytics reporting is recommended but not required.

Attendance is limited for these courses, so take advantage of this exclusive training opportunity and register now before your seat is taken!

**Please note these courses were formally known as Base Camp Workshops 101 and 102. Please contact the DAA membership office with any questions.

Which Course is Best for Me?

The DAA Essential Series include these courses:

  1. Fundamentals of Digital Analytics
  2. Applying Digital Analytics 

Fundamentals of Digital Analytics

Whether you’re new to digital analytics, new to web management or just need to be sure you’re seeing the forest for the trees, this is the best resource to get you started with the business application of digital analytics. This one-day program is designed for marketers and analysts beginning the move from basic reporting towards influencing business change. In this course, you’ll learn the fundamental drivers of digital analytics, the role of analysts, qualities of effective analysts, key terminology, web metrics and key performance indicators, as well as the essentials of collaboration and generating support and buy-in while gaining your executive’s attention.

Upon completion of this course, participants will be able to:

  • Outline the purpose and construction of common web metrics.
  • Troubleshoot web metrics definitions used in the workplace.
  • Explain and implement a rich menu of high value metrics appropriate to various business models.
  • Help create and facilitate an analytical culture adept at driving business change.

Applying Digital Analytics

This course is designed for marketers and analysts who have some experience with influencing business change and are now ready to move into reflective analysis that drives knowledge creation. This one-day program will help digital analytics professionals transition into thought leader roles within their organization. Building upon the Fundamentals of Digital Analytics, this course encourages participants to critically examine methods and metrics in ways appropriate for their specific business model. Learn how to effectively communicate analytical data, best practices for site and campaign design, and examine campaign performance standards from the CFO perspective using control groups and simple predictive models.

Upon completion of this course, participants will be able to:

  • Define gaps between measurement practices and business goals for the company.
  • Create a framework for standardizing the evaluation of current performance measurements.
  • Provide feedback on the design, execution, and outcomes of testing efforts.
  • Manage a results-oriented analytical culture adept at driving business change.

Check back for upcoming dates.

Make An Analytical Decision

Join now to save $250.

Membership in the DAA carries with it many benefits. Not only will you gain access to a community of leaders in the digital analytics industry, but you will also SAVE on all of your favorite programs and activities - making membership a no-brainer.

Connect with peers online and at events. Share challenges, ideas, and best practices. Gain valuable industry knowledge and how-to's. Learn from experts and industry leaders. Gather information that is most important for you and for your team, no matter where you fit into the digital analytics industry.

Learn more and join today!

Meet Your Instructor

Jim Novo, MBA, is a customer and digital analytics consultant with a 30 year record of creating exceptional returns on marketing program investments.   As Vice President of Programming & Marketing at Home Shopping Network, Jim handled the integration of customer communications and marketing across the Television, Catalog, and Internet divisions before starting his own consultancy in 1997. 

He is the author of several books on marketing analytics and Managing Director of Education for the Digital Analytics Association.  Jim also “walks the walk”, having run his own online e-commerce and publishing businesses shipping over 15,000 orders annually.

Save Time & Money by Bringing DAA Essential Series to Your Employees

The DAA Essential Series are now being offered exclusively to corporate members at your location allowing your company to save the time away from the office and travel money. DAA will provide the same, high-quality Essential Series training courses onsite at your company. You can choose whether you’d like the Fundamentals of Digital Analytics, Applying Digital Analytics, or both, and DAA will orient the courses to your business model. Minimum of 10 employees required per course. Corporate members receive up to four free Essential Series registrations, so take advantage of the free courses and a reduced price.

For further details, please contact the membership office.