Web Analytics Association becomes Digital Analytics Association

Chairman Jim Sterne said: “We’re no longer just measuring clickthroughs and pageviews as our sole job. Now we’re responsible for many data streams. The entire digital universe is our responsibility… Our new name is a bettter reflection of the full gamut of the data analytics field that we strive to support.”

The association, founded in 2004, provides professional development, certification, standards and research for the industry. Its members include Yahoo, Adobe, Disney Interactive Media Group and Expedia.

It is not the only association seeking the attention of analytics professionals – last month the new Analytics Research Organisation announced its aim to “elevate the conversation” about the use of data analytics in business.