The practice of digital analytics involves both tools and the human analysts who use them. Tools make the data collection process easier and give an analyst a jumpstart on providing actionable insights. They also provide a way to scale data collection and insights across a large company.
The tools are critical, but so is the analyst. The analyst provides valuable context on the business, the goals of the data collection and research, the ability to cross-reference multiple data sets toward the solution of a business problem, and, most importantly, the selection of the tools themselves. There is a world of data available to communicators and analysts alike, and there are many tools available to collect that data. ...
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