Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, Second edition

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Understanding Digital Analytics Concepts

Data and digital analytics have accelerated the pace of marketing unlike ever before, pulling analytics experts into the spotlight. The explosion of data-driven decision making has shifted marketing strategies and analyst tools in big ways. In this chapter, we examine the digital analytics concepts that continue to be essential in defining what marketers and communicators need to understand to compete.

Further, the massive insurgence of digital media has pushed the shift in marketer opportunities from messaging campaigns to defining relevant and personalized consumer experiences. So, not only have digital data and analytics further accelerated available data with which to plan better campaigns, more ...