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Digital Analytics Primer by Judah Phillips

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1. What Is Digital Analytics?

Digital analytics is a set of business and technical activities that define, create, collect, verify, or transform digital data into reporting, research, analyses, recommendations, optimization, predictions, and optimizations that create business value. The activity of digital analysis, at the highest and best application, helps companies create value by increasing revenue or reducing cost—often by providing a basis of fact for making decisions related to business planning, performance, and strategy. Digital data can be behavioral data about how people use and interact with digital experiences, transactional data, metadata about digital experiences, or data or metadata related to the events, clicks, and interactions ...

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