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

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Choosing Your Analytics Tools

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. A world of data is available to communicators and analysts alike, and many tools are available to collect that data.

In the ...