The Emergence of Analytics and Optimisation

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Analytics and Optimisation have become an integral digital marketing tool for businesses looking to improve and get the most out of their online presence. Hamel (2011) defines analytics as the measurement, collection, analysis and reporting of internet data for the purposes of understanding and optimising web usage.

The collection and measurement of data has become fundamental for businesses and allows a greater insight into why something happened or an understanding of what is going to happen. Utilising this data can allow informed business decisions and ensures these decisions are made with the best possible chance of success. Analytics in digital media includes data from social media, websites etc. It can give insight into when to post certain media, what consumers want, when they want it and why they want it. The use of analytics allows a business to better understand the context of the situation and after analysing the data, constraints and potential outcomes, enables an educated and well though through decision.

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