Digital Analytics Initiative (DAI)

The Digital Analytics Initiative (DAI) is Queen's unified task force for digital data collection, analysis and reporting. Since August 2019, the DAI strives to improve analytics-driven marketing, communication, design, content development and content management across Queen's.


Focus Areas of the Digital Analytics Initiative

  • Website analytics
  • Social media analytics
  • Email and newsletter analytics
  • Digital campaign performance and efficiency
  • Mobile app analytics
  • Video Analytics


  • Advice on digital analytics at Queen’s University
  • Develop best practices for digital analytics
  • Identify opportunities and roadblocks
  • Provide recommendations to marcomms leaders
  • Exchange knowledge about digital analytics software
  • Research on new tools and technologies
  • Run experiments and lead pilot projects

Leadership and Members

University Relations leads and facilitates DAI sessions, working groups and projects. The membership in the DAI is voluntarily and based on expertise in the focus areas highlighted above. Members meet every month, and they actively contribute to cross-university working groups and projects. 

If you want to to learn more about the Digital Analytics Initiative, please reach out to