Digital analytics – the collection, measurement, analysis, and reporting of online data.
Organizations desire to leverage analytics to increase productivity, increase efficiency, reduce costs, and improve the audience, customer, and user experience (ACU Experience).
Data-driven decision-making = making decisions based on data.
See more about using analytics to make impactful data-driven decisions in our book.
Jansen, B. J., Aldous, K, Salminen, J., Almerekhi, H. and Jung, S.G. (2023). Understanding Audiences, Customers, and Users via Analytics – An Introduction to the Employment of Web, Social, and Other Types of Digital People Data. Springer Nature.