Our Commitment and Goals

The DAA's commitment to anti-racism and our goals

The Digital Analytics Association is committed to eradicating racism by harnessing the passion of DAA members. We use data and the strength of our community to create short- and long-term solutions. We work both within the analytics community and with adjacent groups such as primary, secondary, and university academic institutions to develop diversity, inclusion, and equity within the analytics field. We are a volunteer-led organization, and the strength of our efforts comes from the willingness of our members to share in this sobering yet uplifting work. 

We invite you to join us in the cause of improving lives by eliminating systemic racism in the analytics community and beyond.  

David McBride, DAA President


Board liaisons and Anti-Racism Task Force Co-chairs

Mary and Charles are committed to using data and the strength of the analytics community to eradicate systemic racism. They are supported by numerous DAA members who are equally passionate about this life-changing work.  

Mary Owusu
Founder / Head of SEO & Analytics, GuruBound; Assistant Professor of Marketing, Canisius College; DAA board member

Charles Davis
VP, Solutions, Blast Analytics & Marketing; DAA board member


Timeline of our commitment

  • DAA makes public anti-racism statement.
  • Anti-racism committee is formed by the board, led by Mary Owusu and David McBride.
  • First anti-racism meeting
  • Anti-racism Town Hall meeting for all members of the analytics community
  • Anti-racism Task Force Formed, the first meeting
  • Task Force Workgroup Governance established


The work ahead

Internal Workgroup

Group Objective: Develop initiatives for the DAA organization that promote inclusion and diversity actions amongst the membership and Analytics Industry.

Selection of Activities Under Consideration

2020 - 2021
2022 and beyond
Create a forum to hear stories of how DAA members have been affected by racism.
Establish a distinguished speaker series  Under Development
Create and host a book club to discuss anti-racist writings. Curate a list of recommended books.
Cultivate interest of members of the BIPOC community in more DAA leadership positions  
Create a strategy document outlining the objectives for the anti-racism efforts by the DAA organization  Create a Self-Awareness Journey providing resources and tools to examine our own biases and a primer on internalizing language or respecting others and their experiences  
  Create Best Practices of Inclusion & Diversity   

External Workgroup

Group Objective: Identify and promote actions DAA members can take to eliminate racism and racial bias outside the DAA community.

Selection of Activities Under Consideration

2020 - 2021
2022 and beyond
Establish connections with other nonprofits to explore partnerships to help BIPOC young people gain awareness of opportunities in analytics  Test a joint DAA/Education nonprofit program in one chapter area Expand DAA/Education nonprofit program across the US and beyond
Outreach to BIPOC affiliated groups (Black Engineers, National Black MBA, Sororities/Fraternities) Provide a forum for DAA members to provide pro-bono digital marketing and analytics consulting to racial justice groups Create kit to share with organizations externally on opportunities within Digital Analytics to generate interest in the field
Create a list of affinity organizations to help with diversity in recruiting DAA membership for an HBCU sponsored by a corporate member and leverage university members to help build connections to different BIPOC affiliate groups at those organizations.  Measure the success of diversity in recruiting based on earlier actions. Expect results

Data and Research Workgroup

Group Objective: Leverage DAA members' analytical and research expertise by using data to drive conversation and action against racism and inequality.

As of September 2021
The remainder of 2021 and beyond
Set up measurements of DAA membership demographics. Update your member profile today to build our database Events/campaigns to magnify the work of groups using data to combat racism
Share resources for construction inclusive demographics questions. Please read our blog post and view the list of resources Share first read of demographics update


We could use your help.

  • Join an anti-racism workgroup: Contact DAA Membership to join any of the workgroups - members & non-members are welcome! 
  • Add to the suggestion box or anti-racism resources: Submit your ideas to the workgroups or share resources to be posted on the DAA website. 
  • Get in touch with us: Contact DAA Membership for all other inquiries, e.g., from interested organizations, partners, etc. 


Spread the word and show your support

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