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The Digital Revolution by Alan Charlesworth

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Analyzing Digital Footprints

The problem with marketing, particularly branding, is that it is difficult to determine the ROI. However, the digital revolution has helped marketers to address this issue. Because website visitors leave a digital footprint as they traverse the web, web analytics can tell you not only what is happening, but help to determine why it is happening.

Understanding the options

Given unlimited time and resources, there is virtually no limit to the on-line statistics that can be gathered. This ranges from basic visitor counters to “experience management” software that tracks every action a visitor makes on a website, then allows you to replay a page-by-page, browser-level recording of your customer’s on-site experience. ...

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