The Digital Analytics Association (DAA) is a not-for-profit, volunteer-powered association whose mission is to advance the use of data to understand and improve the digital world through professional development and community. Its vision a better digital world through data. The DAA was founded as the Web Analytics Association in 2004. The organization has 5,500+ members around the world, representing a broad spectrum of expertise. For more information about the DAA, or to become a member, visit the DAA website at www.digitalanalyticsassociation.org.