It's no secret that marketers are expanding their reach to incorporate messaging, affiliates, search engines, advertising and emerging media such as social and mobile into the delivery of relevant and engaging multichannel consumer experiences. And as marketing expands and evolves, so too does the remit of Web analytics. As a result, Web analytics is a crucial resource for gaining insight for customer intelligence (CI) professionals. This article outlines the market drivers propelling Web analytics forward, and provides a framework for CI professionals to consider as they strive to adopt next-generation digital analytics. In today's marketing environment, everyone is an analyst. As channels and customer touchpoints increase, marketers need visibility to the entire engagement funnel, and analysis is no longer strictly the domain of statisticians. However, this increased level of data sharing comes at the cost of potentially overshadowing key insights.
By Joe Stanhope
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"The new face of Web analytics"Please download to view full document