A message from Jim Sterne about DAA.
After 20 years of drawing attention to Web Analytics and then Digital Analytics, the Digital Analytics Association has succeeded in getting analytics integrated into the marketing department. The role of analyst has been adopted horizontally and is now an integral part all marketing. The technical aspects of data collection and management - and even the selection and ownership of martech tools - are shifting from the marketing department to IT. The IT department is getting savvier about the business, freeing the marketing team to focus on messaging and customer relevance. (See: 4 Actions to Improve Martech ROI from Gartner https://lnkd.in/dhhF8cqF) The guides, surveys, and webinars the DAA created over the past two decades will not disappear but will be incorporated into the body of knowledge amassed by another organization to be announced soon. The Competency Framework, our Self-Assessment Guide, Job Descriptions, and Salary Surveys will live on. The DAA owes a great deal of thanks and credit to our thousands of members, hundreds of volunteers, dozens of sponsors, and the 74 industry stalwarts who served on the Board of Directors from 2004 through 2024. Thank you all! DAA Official Announcement https://lnkd.in/dbF7jxQ7 FAQ: https://lnkd.in/d7WrrWyh Your questions: https://lnkd.in/dSBu3iMS https://lnkd.in/dMDEiwkj