To capitalize on the knowledge capital embedded in data

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Companies need to integrate the power and accuracy of data analysis into their marketing strategy .

Digital technologies and online behavior and interaction tracking systems generate a huge amount of information that we can now analyze with a degree of depth and granularity never achieved before. These measurement, collection, analysis and reporting activities are digital analytics , processes that have now become crucial for the functioning of companies and institutions, especially in information contexts in which we are all, companies and consumers, literally submerged by information.

Digital analytics are used to solve business problems of various types and turkey whatsapp resource affect every aspect of the business: from finance to operations, from human resources to marketing (involving all company departments in a cascade). Today, all the subjects that interact in various capacities on the markets – companies, individuals, agencies, intermediaries – are at the same time consumers (and producers) of digital analytics.

On the company side, digital analytics now play a fundamental role in the development of Customer Experience Management strategies . In fact, if the Customer Experience is given by the set of interactions with customers, offline and online, from the first contact to loyalty , digital analytics allow to understand and optimize these behaviors individually and as a whole, providing the insights necessary to design personalized customer experiences .

Before explaining how digital analytics impact marketing initiatives, let's provide a basic definition to clarify any doubts.