January 2024
Intermediate to advanced
320 pages
10h 3m
English
Content preview from Digital Analytics for Marketing, 2nd Edition
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CHAPTER 3The Evolution of Digital Analytics and the Internet
How Digital Analytics Began
Digital analytics is the study of various forms of business data to improve the online experience of a business and its customers. In other words, digital analytics involve the collection, measurement, analysis, and interpretation of large chucks of data from various online resources to optimize digital marketing activities. Access to data is important for analytics. Other than the internal organizational data that is easily accessible ...
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