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

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Digital Analysis: Ecosystem

Chapters 4 and 5 focused on how to conduct digital analysis to gauge your brand’s health and how to leverage digital analytics tools to gain a rich and multifaceted understanding of your target audience. This chapter focuses on the complex and chaotic digital ecosystem in which your brand operates. The digital media and device fragmentation that has occurred over the past five years has exacerbated the complexity problem for marketers. As such, we need a way to bring clarity to a complex set of digital properties, platforms, and assets. Marketers will use the digital analytics tools available to help us understand the unique digital footprint for brands. You likely don’t need to be everywhere in the synergetic ...