MANAGING in the

NEW WORLD

While increasingly more number of firms are studying marketing analytics, there exist some fresher approaches towards analyzing the same. Every aspect in analytics must not be taken too seriously as gaps exist and analytics do not explain causes for everything. Analytics must not be restricted to quantitative fields but the scope must keep expanding. Click-tracking, live chat transcripts, ratings / reviews, reports in analytics package, email click through rates and talking to customer support or sales people are other innovative practices which must be considered under broad umbrella of analytics. Donning the garb of data detective within one’s firm can save a lot of extra efforts as internal studies too are crucial. A truly successful digital analyst is like a scavenger on a hunt.

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