Data analysis is all the rage in the digital space. The size and scope of data is so immense that different fields and technology for data analysis have emerged, and both are constantly evolving to suit the needs of online marketers, web analysts, and data scientists.
Web analytics was once confined to Google Analytics, and online marketers were satisfied using it to measure KPIs and conduct monthly reports on website visitors, track sessions, and count conversions. But now things have gotten more complex, and web analytics has transformed into “digital intelligence” — a term that includes collecting, enriching and storing data, and then joining it seamlessly with different internal and external datasets to reveal powerful insights.
Author: Guy Greenberg