MISSION STATEMENT Fostering community, advocacy, and professional development that empowers you and your team to deliver value through analytics. VISION Unlocking your potential through analytics. HISTORY The DAA was founded as the Web Analytics Association in 2004. As more digital data streams became available, the responsibilities of the analyst broadened and the term "web analytics" became known as the study of data collected exclusively on websites. The Board of Directors chose to change the name to the Digital Analytics Association in 2011 to account for the analyst's changing role of weaving together data from multiple sources and channels.