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Digital Analytics Association
401 Edgewater Place
Suite 600
Wakefield MA 01880 USA
Phone +1-781-876-8933
Toll Free +1-800-349-1070
Fax +1-781-224-1239

Letter from the President: The DAA Member Value Buck Stops Here.

POSTED BY: Web Manager
POSTED ON: Feb 6, 2013 3:00:00 PM
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As the DAA (Digital Analytics Association), we field a lot of inquiries about how we deliver value to our members. While many of these inquires are genuine, others are thinly veiled jabs from skeptics who would rather complain about what’s wrong than do something to make it right. However, we take each one very seriously. As such, the DAA volunteers who serve as the Board of Directors along with countless other member volunteers who dedicate their time and energy to our Digital Analytics Industry have worked very hard to sharpen the focus of our efforts in 2013. We’ve prioritized our strategic imperatives around delivering professional development resources to anyone entering or working in the field of digital analytics. Our goal is to replace the ambiguity of member value and deliver tangible value that can be measured in the quality of our deliverables, programs, events, and benefits.

Here are just a few ways the DAA is providing member value:


The DAA consistently generates some of the best research available in the field of digital analytics. Case in point: the 2012 Industry Compensation Scan was compiled by the DAA Research Committee with data provided by IQ Workforce to offer both employees and employers an understanding of current wages in the industry. This infographic has helped numerous individuals negotiate jobs and understand the potential value of pursing a career in digital analytics.

Additionally, in 2012 the DAA generated a Web Analyst Job Task Analysis Report to accompany our previous research to not only indicate how much Analysts get paid, but to specifically outline what they do. This document provides tremendous value to our individual and corporate members by describing specific responsibilities and job tasks that help to set expectations for Analysts working today.

Professional Development

The DAA has been on the forefront of education in analytics since its inception in 2004. Starting with the educational content developed and delivered through the University of British Columbia, the DAA has matriculated more students into its coursework than any other organization. These students have gone on the graduate with the skills necessary to propel their careers in Digital Analytics.

More recently the DAA, with the help of its local Chapters, has developed and delivered professional events in the form of half-day Symposiums that offer some of the best analytics content in the industry. Each DAA Symposium is an opportunity to learn from practitioners working in the field of analytics and network with peers and colleagues in a forum that is designed to facilitate professional growth.

Finally, the DAA has produced the industry’s most recognized professional certification program that designates individuals who have achieved a level of experience and competency that is worthy of the Certified Web Analyst™ (CWA™) credential. These CWA™s have demonstrated a commitment to the profession and a desire to reach the highest standards. Employers also frequently use the Certification credential to identify potential new hires and to ensure ongoing professional development and proficiency of employees, with the assurance that every CWA™ is required to maintain Professional Development Units to continue their personal growth and professional development.

Corporate Benefits

Corporate members of the DAA receive the benefit of free access to educational content, DAA Base Camps, and up to twelve Certification Exams each year. Additionally, corporate members are allotted unlimited free postings on the DAA Job Board and have access to numerous marketing opportunities. Our growing list of corporate members includes the worlds most innovative companies as practitioners, consultants, and vendors in the field today.

As the President of the DAA, I, for one, take accountability for the value we provide to our members, and I hold each Board Member and paid employee responsible as well. The buck truly does stop here.

Whereas once it was enough to say; As a member, you get out of the DAA what you put into it… We’ve changed our mindset. Today, you get from the DAA what the representative industry body determines is valuable. No single individual does this alone, and it’s only through the help of our volunteer members that we can execute on our priorities. But if you’re interested in recouping member value, you must become a member.

Please write to us to let us know where you find member value, or perhaps more importantly, where you want to see member value so that we can evolve the DAA to meet the needs of our most valuable asset: You.

John Lovett

Letter from the Chair, Jim Sterne: Industrial Maturity Seen for 2013

POSTED BY: Web Manager
POSTED ON: Jan 7, 2013 2:32:00 PM
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What overarching feeling do I get as I look back at a year of new data streams, new and improved data tools, more eMetrics Summit presentations and an avalanche of articles, blogs, books and tweets? I feel the world of marketing analytics is maturing nicely.

New data streams require new hydro-tech to help us channel the flow. The never-before-seen quantity of data that was web analytics has been dwarfed by social media and mobile. We desperately needed new ways to manipulate that overwhelming expanse of information and Map-Reduce/Hadoop/Big Data technology showed up just in time.

Armed with the ability to computationally cogitate colossal quantities of facts and figures, we now have renewed hope for merging the wide variety of data types. This has given way to the buzz-word-de-jour: Attribution.

A funny thing happened on the way to attribution: we met our marketing analytics forefathers coming down the road from the other direction.

Attribution is the bottom-up amalgamation of individuals’ activities to determine which marketing promotions are contributing how much to each conversion. We now have so much data about each individual’s behaviors that we can start to draw a line from awareness and sentiment through intent and consideration to comparison and decision.

Coming from the other direction, we see the media and marketing mix modeling types who have been playing the same game from the top down for several decades. They have appraised total spend across multiple channels against business outcomes.

Both measurement modes are trying to answer the ultimate question: How do I get more bang for my marketing buck? Which half of my advertising dollar is being wasted?

What maturation is it then, that I see on the horizon? I’m coming across more people who are managing large amounts of marketing budget with mix modeling, managing the optimization of campaigns and landing pages and offers-on-the-fly with attribution models, and who are equally happy using one technique to inform decisions about the other.

Rather than two philosophical combatants misunderstanding and mistrusting each other, I see them sharing insights and learning from each other. The mix modeling people are finding the online behavior and sentiment data useful and the attribution people are finding an excellent attitude toward fuzzy, probabilistic and predictive mathematics.

With both teams working together, we further the influence of our industry and increase the possibilities for individual career enhancement.

By golly, we’re growing up.

Jim Sterne
Chair, Digital Analytics Association

Message from the President: Unveiling a Strategy

POSTED BY: Web Manager
POSTED ON: Dec 1, 2012 4:20:00 PM
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We digital analytics professionals often find ourselves at the intersection of strategy and execution. As strategists, we strive to align corporate goals with metrics that will define our success. The analysis we receive helps us measure our progress and allows us to make course corrections that directly impact key business objectives such as: customer acquisition, revenue generation, and the end user experience. Technical analytics resources make this measurement possible by implementing tools to capture data that provides the visibility into our key business performance. Between these two roles, sits the Web Analyst who uses the tools to understand the impact of digital marketing efforts and communicate results back to the business.

Unveiling a Strategy

We digital analytics professionals often find ourselves at the intersection of strategy and execution. As strategists, we strive to align corporate goals with metrics that will define our success. The analysis we receive helps us measure our progress and allows us to make course corrections that directly impact key business objectives such as: customer acquisition, revenue generation, and the end user experience. Technical analytics resources make this measurement possible by implementing tools to capture data that provides the visibility into our key business performance. Between these two roles, sits the Web Analyst who uses the tools to understand the impact of digital marketing efforts and communicate results back to the business.

Yet, in my experience I find that digital strategists are often very guarded about sharing what they’re up to. They keep their strategies locked away. And they treat their technical resources and Web Analyst colleagues as mere order takers, without including them in the strategic rationale behind their data requests. Perhaps this harkens back to the days when strategy (or lack thereof) was a life or death proposition. But fortunately, we don’t live in the dark ages anymore. And in respect to the ever-present, always-on, digital media glow that beckons to be measured, strategies should be shared.

Now, don’t misconstrue…I’m all for developing strategy under stealth conditions. I condone deploying strategies and only inviting key participants into the fold when the time is just right. I even accept that some people should never fully know your strategy. There’s an entire litany of reasons why not divulging your strategy is good business. But there also comes a time when it’s prudent to reveal your strategy. This is especially true when it comes to digital analytics.

It’s true because digital analytics – done right – requires analysis. Analysis becomes more insightful when strategies are revealed and when data can be considered in the context of strategy. This allows Web Analysts to provide insights into why a strategy worked…or why it didn’t. It can also enable analysts to provide better recommendations and collaborate more effectively on capturing the data that will illuminate the brilliance of a strategy. When shared, a good strategy can turn into a great strategy through collaboration, further refinement, and proper execution.

So, why am I waxing poetic about the merits of divulging strategy you ask? Well, that’s because the DAA is member driven, and as members, you should be privy to the DAA strategy and because we need your analysis. I am pleased to announce that the consensus among DAA Board Members, decided at our annual strategic planning meeting to focus DAA efforts around professional development. The output of this strategy will continue to deliver information, resources, standards, education, training, and certification initiatives to our members. But in it’s simplest form, we strive to help individuals and the businesses they work for to become stronger digital analytics professionals.

We believe that the beauty of our strategy is that we expect it to evolve over the next twelve months to take shape in the manner that our members and corporate members need most. Thus, we ask for your input to help guide our strategy in the direction that will benefit you, your employer, your clients and anyone else in digital analytics most.

We welcome all feedback and volunteers to help evolve and execute on our strategy. The end goal is to continue to grow an association of members that benefits an industry. Our industry. By focusing more clearly on aspects that will aid in professional development, we believe that we can do that. The tactics and evolution of this vision are in the works. Can we count on your help? If so, tell me what you think of our strategy?

John Lovett

Message from the President: DAA’s Global Footprint, Local Footsteps

POSTED BY: Web Manager
POSTED ON: Nov 8, 2012 2:00:00 PM
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I’ve had the good fortune to travel extensively this year and everywhere I go, as President of the DAA, I also represent the Digital Analytics Association. My travels took me to Europe, Australia, and from coast to coast across the United States. While I still have a lot of ground to cover to become truly global, I find it interesting that digital analytics professionals around the world always want to know which geographies are on the bleeding edge of analytics innovation. This question continues to confound me because I find examples of expertise and excellence in almost all geographies.

Take privacy for example. It’s a topic of global concern in our Digital Analytics industry, yet our DAA members on the street in the EU are taking a leadership role in educating the world about privacy. Through the work of the Special Interest Group EU (SIGEU), led by DAA members Geddy van Elberg and Mattias Bettag, they are educating DAA members about the pending privacy legislation coming out of the EU and what implications that might have for businesses around the world. Without these leaders and the 23 individual DAA members contributing to this special interest group, we’d be ill-informed about privacy in the global environment.

While one might argue that the DAA is still a US-centric organization, 15% of our member base resides outside of North America with 8% in EMEA, 6% in APAC and 1% emerging from Latin America. Our growth in the US is due in part to the localization of efforts in local DAA Chapters and the Symposium that they host. Over the past eighteen months we’ve been working to perfect our symposium model and hope to roll out the first international Symposium in London in early 2013. Yet, these Symposia happen because of the effort, dedication and organization of local people across geographic regions. The steps that Symposium organizers take to educate their peers, colleagues and members of their local communities is just one way that local digital analytics professionals support our industry with the help of the DAA.

Finally, when it comes to DAA Certified Web Analysts™ across the globe, 42% of CWA™s hail from regions other than North America. This program was designed to demonstrate a level of professional development and education in web analytics that transcends borders and applies to individuals doing work in analytics everywhere. The sheer number of CWA™s across the globe demonstrates that expertise in digital analytics knows no boundaries. Yet, it’s still up to our individual members to evangelize for analytics and help educate at the local level.

In closing, I’d like to re-state the mission of the DAA: We are a not-for-profit, volunteer-powered association that strives to help individuals become more valuable through education, community, research and advocacy. The Digital Analytics Association exists to help organizations illuminate and overcome the challenges of data acquisition, exploration, deduction and application – wherever these challenges may exist.

Because we are not-for-profit; and because we are volunteer-powered, we may not move as quickly at a global scale as some may like. And to those I say, get involved and help us move the DAA forward by taking steps in your region of the world. We welcome energy and enthusiasm from all geographies because we know that expertise and excellence in digital analytics exists across the globe.

John Lovett
DAA President

Message from the Chair: A Public Note of Appreciation

POSTED BY: Web Manager
POSTED ON: Oct 10, 2012 1:58:00 PM
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For those who were not on hand at the DAA’s A Night at Fenway and did not enjoy the hotdogs, hamburgers, popcorn, chili and full bar... For those who were not there to experience the awesomeness that is Tim Zue, Director of Business Development (and analytics guru) for the Red Sox... For those of you who were not enjoying the camaraderie of the historic park being overrun by just us analysts... all I can say is, Boy, did you miss something special.

But to our Executive Director, Mike Levin and his able associates, Anne Powell and Shannon Taylor, all I can say is a most sincere and heartfelt thanks. When it comes to the idea, the preparation and the execution, they really hit this one out of the park.

Yes, the DAA Gala Awards Dinners are memorable and I know all too well how hard they are to put together.

But this - this was brilliant. Off site at an amazing location, a wonderful speaker who was absolutely on target. It was magic.

As a member of the DAA, I thank you for giving us something really cool to do.

As an eMetrics attendee, I thank you for giving us something really cool to do.

As a member of the Board of Directors, I thank you for showing the world that we really know how to add member value.

As the organizer of the eMetrics Summit, I think you for adding a truly unique event to the line-up and making this a truly memorable Summit.

The small team, keep-it-simple approach was awesome and the results were astonishing.

You three rock.

I’m Jim Sterne and I approve this message.