Saturday 26 Sep, 2020

Starting at 9am

Etc Venues

One Drummond Gate, Victoria, London SW1V 2QQ

Why I care about Digital Analytics in the UK

Back in the day when my peers were all webmasters or front-end developers, web analytics was a toy that people had fun fumbling around with. It wasn’t like the other analytics disciplines that leveraged math and other formal processes, we were happy to tinker with websites, everything was new and unexplored. Back then we never imagined that the web would grow to be what it is today, we knew it would be big, but I don’t think anyone could really grasp just how big. So web analytics became digital analytics and tried to grow up and get more attention, the Digital Analytics Association (DAA) was formed to help this process.

The DAA was founded by some of the earliest luminaries in web analytics and grown quickly. Now, in the US, anyone who is anyone in the industry is a member.

When I was asked if I would be interested in taking on the role of country manager I must admit I had mixed feelings. I felt the DAA was very US-focused, I thought it would be tough to get things going, I wondered if anyone really cared? It turns out lots of people care. When I eventually took on the role I emailed all UK registered DAA members and quickly a core group of active volunteers got together face to face at my offices in London Victoria. This group has been growing, evolving and next week we will meet again at Mozilla HQ to put the finishing touches on our first event; MeasureCamp.

This event is aimed squarely at practitioners. It is a fun environment for us to get together and learn from each other, make new connections, and I am sure at least one person will find a new job based on people they met at Measurecamp (if this happens to you please let us know).

Our next project is more ambitious. We are looking to fill out a larger venue and host a US-style Symposium, but importantly we want to do it our way. We believe that the UK is a hotbed of analytical talent and we want to create a movement that whilst more european in its outlook, is no less focused and no less professional. Maybe one day the UK DAA can be a model for other markets to grow their own regional groups. Only then will the DAA truly be a global force for better digital experiences!

Author: Chico Pacheco
Position: UK Country Manager, DAA & Portal Analyst, MSN