Report Defines Digital Analysts

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The functions of multichannel analysts are laid out in a new report from the Digital Analytics Association.

Digital group defines analysts.
Digital group defines analysts.

The Digital Analytics Association (DAA) has introduced a report setting down a competency framework for digital analysts at beginner, intermediate, and advanced levels of the job. Available free to DAA members, the 32-page document aims to set common standards of performance, as well as to prepare people seeking to enter the field for certification.

“This marks an important stage of maturity in our field's evolution, following the past decade of transformation," says Jim Sterne, DAA cofounder and Board Chair. "The framework is the foundation, capturing and organizing our profession's specific competencies for the first time ever."

Formed in 2003 as the Web Analytics Association, the DAA is updating previous educational programs and adding new ones that home in on multichannel data analytics.

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