DAA 2012 Web Analyst Job Task Analysis Report

The Digital Analytics Association (DAA) is committed to understanding the ongoing evolution of the components of a web analyst's job. In pursuit of this commitment, DAA conducted an industry job task survey in 2012. The purpose of this survey was to identify the most important competencies required of today's web analysts around the world. Results of the survey will be used by DAA to further expand member benefits, such as its Certification and educational programs.

Members of the DAA Certification Board and Examination Commitee, representing a variety of geographic regions and practice settings, as well as diverse professional experiences, provided subject matter expertise throughout the job analysis process to ensure the technical accuracy and relevance of the this study.

Members can download the Report [2.5mb pdf]

New Industry Compensation Scan

The Research Committee recently completed a compensation research study to provide the industry with another tool to use when negotiating salary. Using data provided by DAA Corporate Member IQ Workforce, an infographic was developed to compare the cost of living with average analytics salaries. Click the banner above for the infographic, and contact the Research Committee if you’d like more information.

Research Committee Releases Completed Survey with BtoB Magazine

From January 21, 2010 to February 12, 2010, DAA presented a survey to web analytics end-users who characterized their company’s marketing as either business-to-business or a combination of business-to-business and business-to-consumer. They were asked to participate through web analytics-related websites, emails and events.

A total of 761 web analytics users from the around the world participated in the survey. Respondents were asked approximately 25 questions about their web analytics progress and plans in 2010, their effectiveness at using web analytics to inform online and offine business activities, as well job title, business, and annual revenue.

View the Report

DAA Survey: Outlook 2011

Thankyou to all for taking the 2011 Industry Outlook Survey. Members you may log in to view the survey report, webcast recording, and slide deck. If you're not a member of the DAA, join today to view the Outlook Survey results.

DAA Survey: Outlook 2010

Thankyou to all for taking the 2010 Industry Outlook Survey. Members you may log in to view the survey report, webcast recording, and slide deck. If you're not a member of the DAA, join today to view the Outlook Survey results.

Defining Changing Attitudes

Help us keep our membership informed. We’re looking for a team of individuals committed to offering our members insight about current trends, best practices and issues facing our industry.

Using a combination of primary and third party research, the role of the Research Committee is to provide relevant and useful data and insight for DAA members into trends, best practices and issues facing the Web Measurement and Analytics Industry.

Our industry is relatively new and constantly changing. The Research Committee enables DAA members to identify areas of opportunity and to make better decisions regarding investments, implementation of best practices.

How? By providing usage information and key metrics, such as operational data, cost benchmarking, trends, and attitudes.

Members are needed to gather areas of interest for further study, develop studies and surveys, provide analysis of information (including statistical analysis) and manage collected data. For more information, read our FAQs [.doc].

Projects of the Research Committee:

Industry Outlook Survey

Whether you’re in the business of Web analytics, digital marketing, or part of any organization with online initiatives, you’ll want to look inside this report and learn what industry practitioners are saying.

Job Compensation and Profile Survey

The 2008 Job Compensation and Profile Survey Results have been released. On August 14, 2008 a DAA Webcast Series webcast was held to go over the results. The results are available to DAA members only.

DAA Membership Survey

The DAA Membership Survey addresses the demographics, member motivations, analytics challenges and satisfaction of our members. The results of these surveys help the DAA stay focused on the priorities of our members.

Measuring New Media

Measuring New Media tackles the impact new media and technologies (Ajax, flash, RSS, blogs, streaming media, podcasts) are having on our sites and on our analytics. The Research Committee interviews experienced analysts to uncover best practices and lessons learned with these new media technologies. Presented in podcast form, Measuring New Media's interviews address questions as:

• Can we determine the business impact of new media?
• Can we determine adoption/operational performance?
• Are new media metrics being integrated into existing site metrics, and how?
• What measurement challenges do analysts face with these emerging technologies?

Peer-Reviewed Academic Research

In order to bridge the gap between industry research and the research conducted within the academic communities, the Research Committee has secured access to 3 journals that will be of interest to many of our members. Subscriptions have been obtained to:

• Marketing Science
• Journal of Marketing
• Journal of Marketing Research

DAA members who are interested in reading an article in the current issue or archived issues of any of these journals should contact to request a pdf of the specific article.

A project team on the Research Committee is reviewing and summarizing selected articles in order to inform DAA members of the latest research. These summaries will be posted to the DAA blog and the underlying article is available to our members.

Interested?

Contact Christopher Berry and Amanda Watlington, our , to participate in the DAA Research Committee.