The COVID-19 pandemic has motivated many open and collaborative analytical research projects with real-world impact. However, despite their value, such activities are generally overlooked by traditional academic metrics. Science is ultimately improved by analytical work, whether ensuring reproducible and well-documented code to accompany papers, developing and maintaining flexible tools, sharing and curating data, or disseminating analysis to wider audiences. To increase the impact and sustainability of modern science, it will be crucial to ensure these analytical activities—and the people who do them—are valued in academia.