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

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How to Use Digital Analytics to Inform Marketing Programs

Thus far, we have spent time talking about how the media landscape has evolved, grounding you in the basic digital analytics concepts, and detailing how to use digital analytics to understand a brand, audience, and ecosystem. With these basics in mind, we now pivot toward use cases. The most common use case for digital data is, of course, to support the development of marketing programs—whether it involves understanding the audience, how that audience engages with content, or where the audience tends to spend their time online. The possibilities for the data are endless, especially as the tools themselves evolve to meet customer needs. It is important to note that other use cases could ...