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I have also seen, from close quarters, how the digital analytics industry and the underlying technologies have changed; here are some of my observations
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Big Data & Digital Marketing
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Digital analytics has changed from being a tool for understanding the past, to a tool for optimizing the present, to a tool for predicting future outcomes.
Three main ways in which the digital analytics industry has changed in the last 10 years:
1. Digital analytics has gained center stage
2. If data is generated, it gets collected and analyzed
3. Good visualisation is not an option