Digital analytics basically consists of the collection, analysis, visualization and interpretation of digital data which explains about the behavior of the user in a website, or a mobile site and mobile application. The wide range of use of modern gadgets has helped the marketers to monitor and collect engagement information at the touch points of the purchasing funnel. Digital analytics are the major part if digital intelligence which helps the brands and website owners to understand how their sites and apps are searched and used. By applying digital analytics the companies are able to create user experience that will help in their overall business performance. Digital analytics have various advantages such as it helps in measuring the data which can be be used by the company to frame their futher policies effectively and efficiently. They provide a platform for continuous improvement . In future of all most all business polices and business decision will be taken by the data collected through the digital analytics.
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