Digital analytics generates rich insight about online customer behaviour and online assets performance. This is achieved through the use of specific technology solutions: Google Analytics, Adobe Analytics, Hitwise, comScore, Radian 6, Google AdWords etc… methodologies and frameworks.
Digital analytics doesn’t stop at producing rich insight. Its fundamental goal is to enable actions which will drive businesses forward. So it is also about formulating hypothesis, testing continually, improving measurement capabilities and embedding best practices.