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

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The Future of Digital Data

Throughout the course of this book, we have armed you with everything you need to use digital data to make your marketing programs better and your business smarter. We have explained the basic digital analytics concepts, provided guidance on setting up your marketing technology stack, offered some use cases for digital data, and provided details on how to formulate a research plan and measurement scorecard. Each chapter should help your organization harness the tremendous power of digital data to understand how your audience behaves, how content performs, how to make sense of the channel ecosystem that you can use to engage your audience, and then understand the impact your programs have had on the business.