Web Analytics Association Becomes Digital Analytics Association

Web Analytics Association Becomes Digital Analytics Association

Announcement Made at eMetrics Marketing Optimization Summit to Reflect Growth Across Mobile, Social and Evolving Marketing Channels

WAKEFIELD, MA--(Marketwire - Mar 5, 2012) - The Web Analytics Association announced today that it has changed its name to the Digital Analytics Association (DAA), effective immediately. Founded by Web analytics industry leaders in 2004, the DAA has successfully supported its members by providing quality education, professional development, certification, development of standards and best practices, ongoing research and has served as an advocate for issues that advance the industry. The organization has more than 2,000 members worldwide including: comScore, Dell, eBay, Expedia US, Microsoft Corporation and Viacom Media Networks, representing forty countries and a broad spectrum of expertise.

Jim Sterne, chairman of the board and founder of the organization, announced the rebranding effort at the eMetrics Marketing Optimization Summit in San Francisco. The new positioning reflects the focus of the not-for-profit, volunteer-powered association created to unite professionals in a common effort to enhance the capabilities of data analytics and address the challenges associated with turning big data into business intelligence.

"The DAA strives to help individuals become more valuable through education, community, research and advocacy," said Jim Sterne, DAA chairman. "The Board of Directors chose to change the name to the Digital Analytics Association in 2011 to account for the analyst's evolving role. Our new name is a better reflection of the full gamut of the data analytics field that we strive to support."

As in the past, the DAA will leverage its membership for direction and guidance on issues that are most important to them as a driver for future research and educational programs. The initial analysis of the DAA's yearly 2012 Outlook Survey conducted of its members indicates key challenges in digital analytics on the horizon. Early findings reveal key areas of importance for the association, including new and cross-channel measurement and an uptick in deriving business decisions from data.

"The landscape of the data analytics industry has shifted and grown since the introduction of mobile and social technologies," said Peter Sanborn, DAA president. "As a result, the DAA has undergone a metamorphosis to ensure that we continue to support our membership as they evolve along with the industry. Our mission since the start has been to provide an association that encompasses all data analysts and to empower them through key services and support. We believe our new name truly echoes this mission."

As part of the rebranding effort, the DAA has unveiled a new logo and website, https://www.digitalanalyticsassociation.org. The DAA's new website provides a comprehensive showcase for the association where members can connect, read the latest news and explore educational resources in different specialty areas. The association will hold their first symposium as the DAA on April 23 in New York: http://www.webanalyticsassociation.org/?ny2012_symposium

About the Digital Analytics Association (DAA):

The DAA is a not-for-profit, volunteer-powered association that helps members like Adobe, Expedia SAS and Yahoo! become more valuable through education, community, research and advocacy. The DAA was founded as the Web Analytics Association in 2004. The organization has more than 2000 members worldwide, representing forty countries and a broad spectrum of expertise. For more information about the DAA, or to become a member, visit the DAA website at: www.digitalanalyticsassociation.org.