Defining “analytics” in the digital sense.
So what’s meant when you hear “digital analytics”? Let’s take a look at a definition from a well respected digital marketing evangelist, Avinash Kaushik. Here’s his definition:
Digital analytics is the analysis of qualitative and quantitative data from your business and the competition to drive a continual improvement of the online experience that your customers and potential customers have which translates to your desired outcomes (both online and offline).
The importance of building your analytics infrastructure.
Unless you have a solid infrastructure to collect and distribute data, and the skills to analyze and interpret that data, making business decisions about what you should be doing to understand and connect with your customers can be overwhelming.
You need the right people, processes and technology to uncover all the ways you engage with your customers, to measure the effectiveness of those engagements, and to make sure you’re taking actions based on your data to improve your business results.
This is where digital analytics comes in!