Now is a great time to be in data analytics. We're on a crest of a wave being propelled by sophisticated data use, including machine learning and artificial intelligence, and attractive salary packages. In Australia the median salary of an analytics professional is A$130,000 – over 60 percent more than the Australian median salary. This salary pressure and skills shortage has created a market where 67 percent of hiring managers report applicants are under-skilled. Equally, specialised skill in analytics is difficult to find and retain – 94% of managers found it the same or harder to hire. It's for all these reasons, and to support analytics role in business, that IAPA recently introduced IAPA-certified via credential – so data analysts could be recognised for the skills they bring to the workplace and employers could be confident in the skills of staff and potential candidates.