Level 1: This level of digital analyst is defined as an entry-level professional who maintains little to no previous digital analytics experience in a professional
environment. This role requires an aptitude for interpretation and synthesis of data and an inherent curiosity for asking questions and answering them using
analytical thinking. Professionals at this level should be acquiring a comprehensive understanding of the organization’s mission and strategies along with basic
foundational knowledge of digital analytics metric definitions, data collection methods, analysis functions, and communication practices. A person at this level
generally has an undergraduate degree in business or a related field.
Level 2: This level of digital analyst is defined as a practitioner who has worked at the enterprise level of an organization. Professionals at this level possess
knowledge of digital data collection methods, data analysis and segmentation practices, data visualization and communication principles, and governance
over an enterprise digital analytics center of excellence. At this level, the person has acquired and understood more than the basic techniques and
technologies, has managed or produced digital analysis projects, and maintains knowledge of data collection methods, segmentation, and advanced analytical
concepts. In addition, the practitioner may be developing specialty skills (e.g., digital campaign analysis, search optimization, social media metrics, voice of
customer analysis, attribution modeling, predictive analytics) and also may have experience supervising digital analytics staff. Practitioners at this level
generally hold an undergraduate degree or an advanced degree along with the appropriate certifications.
Level 3: This level of digital analyst is advanced. The professional works at the enterprise level of an organization making strategic decisions, partnering with
organizational executive management, and giving enterprise direction to digital analytics program staff and program users. People at this level frequently
consider external business factors (e.g., industry and market changes, competition) when making decisions and constantly nurture the organizational
environment in order to encourage innovative ideas and initiatives. Practitioners at this level frequently hold advanced degrees and appropriate certifications.
Level 4: This level of digital analyst is an executive level. The professional makes strategic decisions, partners with organizational executive management, and
gives enterprise direction to analytics staff. Practitioners at this level frequently hold advanced degrees and appropriate certifications. For personal growth,
continuing education focuses on business strategy, change management, business policies, leading teams, and collaborations and partnerships.
From: DAA Job Descriptions_sample_8-10-2016
Current DAA Certification Exam Categories Include:
• Web Analytics Site Optimization
• Measuring Marketing Campaigns Online
• Creating and Managing the Analytical Business Culture