Stepping out of the comfort zone

The evolution of digital marketing has brought new mandates to the executive roles

Of the long list of misconstrued terms in the field of analytics, the synonymous usage of “web analytics” and “digital marketing analytics” by the practitioners has been increasing of late. Majority of the digital marketers associate digital analytics to the practice of deriving insights from popular web analytics tools’ metrics such as conversion rate, new users, session duration etc. Being the subset of digital analytics, web analytics actually comprises much more than the web traffic analysis.

Understanding digital marketing analytics is not just about how to look into the numbers as most of the fervently sought metrics, say likes and