The DAA is a not-for-profit, volunteer-powered association whose mission is to make analytics professionals more effective and valuable through professional development and community. Its vision is advancing the profession of using data to improve business. The DAA was founded as the Web Analytics Association in 2004. The organization has almost 5,000 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.