Figure 1: The Digital Analytics Association: Your Community, Your Collaboration, Your DAA |
DAA Background
The Web Analytics Association
Figure 2: WAA Logo |
The Digital Analytics Association
Figure 3: DAA Logo |
DAA Transformation
Web to digital transformation
The adaptation by the now DAA, shows its innate ability to understand the analytical industry. This adaptation allowed the DAA to stay relevant in the analytics industry as well as help provide input and training for organizations on how to use analytics in Web 2.0 as opposed to Web 1.0.
Figure 4: Web 1.0 vs. Web 2.0 |
The change to Web 2.0 brought changes to how users not only absorb content but also react to content. One sided content pull has transformed into push/pull content generation and getting rid of old static web pages to allow for collaboration and interaction between internal and external users of your website. This two sided content exchange allowed for analysts to connect customer behavior to the bottom line of the company, by "...tie[ing] outcomes to profits..." [4].
The expansion of Web 2.0 brought on the creation of social networks, websites dedicated to allowing network like structures of individuals to communicate and exchange user generated content with one another. Types of social media mediums can include the following:
Figure 5: Social Media Websites |
- Forums
- Blogs
- Wikis
- Social Networks
- Podcasts
- Videos
- Pictures
Leveraging the DAA
What does the DAA provide?
Figure 6 |
- Education
- Community
- Research
- Advocacy
The DAA community is similar to many other association communities in existence. The main purpose of the community imposed by the DAA allows for individuals and organizations to actively participate in helping shape web analytics standards. The DAA website states that through their communities, they are able to:
- Offer group training and certification
- Encourage institutions of higher learning to add web analytics to circula
- Attemyp to unite web analytics professions to agree on
- Standards
- Definitions
- Define and promote web analytics world wide [5]
Research is another thing that the DAA provides for individuals and organizations. The DAA is constantly researching and advancing their standards. New knowledge sources and industry trends are being published all the time. The DAA provides users with the Knowledge Center. This page on their website houses information related to new industry trends, current and developing analytics standards, hyperlinks to peer reviewed journals and other industry active blogs.
The DAA is constantly looking not only to its communities but also to the industry in order to form advcacy groups to put some standardization into web analytics. This can include holding public and private analytics based events, promoting higher ed institutions to the use of analytics in education programs and utilizing their industry power to advocate for standardization.
The DAA and Future
What does the DAA have planned for the future?
Figure 7: The Future is Next |
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[1] Waisberg, Daniel. "Web Analytics Association: A Special University." Online-Behavior. http://online-behavior.com/analytics/web-analytics-association-223, May 2010. Web. Feb. 2014.[2] Facebook.com | Digital Analytics Association." Digital Analytics Association. https://www.facebook.com/digitalanalyticsassociation/info, Digital Analytics Association, n.d. Web. Feb. 2014.
[3] Cormode, Graham, and Balachander Krishnamurthy. "Key Differences between Web 1.0 and Web 2.0 | Cormode | First Monday." Key Differences between Web 1.0 and Web 2. http://firstmonday.org/ojs/index.php/fm/article/view/2125/1972, N.p., 15 Feb. 2008. Web. 17 Feb. 2014.
[4] Kaushik, A., “Web Analytics 2.0: The Art of Online Accountability & Science of Customer Centricity” Wiley, 2010
[5] Digital Analytics Association | Communities." Digital Analytics Association. http://www.digitalanalyticsassociation.org/committees, N.p., n.d. Web. Feb. 2014.
Figure 1: http://www.digitalanalyticsassociation.org/images/bg.jpg
Figure 2: https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhKZtYCpNxo5FPv2NhA-AhH0D8qYAWTZVhC-YE3UcABdWzqpNxAXq-F2xP4LaEtv9z617-tv_UStMXKTawSYWfo3zCQH0Ewd0ThvvTLiKepygzF6vEVID5b_2Wx4WPoJUTlF4xFCZSPH6k/s1600/web.png
Figure 3: https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhUs4J95NXAP8CTJq2hiIRbeRBoMx1mNV98gomgggE6tJrLgSN58x3uLhJlEVfqtzwbnYk2fFqWKDA2u-HfkIT7qwac0JAWvM7M4QPxM4BRot4qimNk8JIA8_krUn49NgVK5TWKfOdny2Q/s1600/digi.png
Figure 4: https://wemtech.wikispaces.com/file/view/web1vsweb2.png/101172389/web1vsweb2.png
Figure 5: http://directsitesonline.com/wordpress/wp-content/uploads/2013/09/online-social-media.jpg
Figure 6: https://blogger.googleusercontent.com/img/proxy/AVvXsEjzRpk0v-lLmCTbsItuLrORdis0hyphenhyphenFJcknE_1ILMenibFPw47PdS5boC6ltULGQSLT6CyZUt7Xzj2hL03Z0_UEFzWYwiwP9A9ligNvFgykRwpkPR2bwwQkv_IX9rimUDhfo7wxPcwoCMweM3xFLE18zhLmSuSMM65E=
Figure 7: http://www.greenbookblog.org/wp-content/uploads/2013/06/Future_Sign_Exit.jpeg
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