Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, Second edition

1

Understanding the Synergetic Digital Ecosystem

The growth and sophistication of digital platforms have grown substantially since the first edition of this book. Although these changes have brought with them new opportunities for marketers and brands—while growing several major platforms such as Facebook, Instagram, and LinkedIn—they have largely exacerbated many issues and challenges that companies face when planning and executing digital initiatives. The original promise of digital channels we described four years ago—“to deliver the right message to the right audience at the right time”—is truer than ever, but the complexity associated with doing so is greater than ever.

The Evolution of the Digital Ecosystem

The digital ecosystem has ...