Conventional wisdom is not always the best way to go to win in business. It is therefore important to run a rigorous cycle of metrics, hypothesis, experiment and action.
Avinash Kaushik calls the process moving from metrics to action the Lean Analytics Cycle. You can read the full article here.
Having looked at some potential sources and types of data and information to track digital marketing activities, now the big question is: which are most relevant to track a company’s goals? In other words, what are the most relevant KPIs for an organisation?
You can find some interesting insights in this article by Avinash Kaushik: Digital Marketing and Measure Model
If you want to learn about Digital Analytics fundamentals, check this video on Youtube.
This video is part of the Digital Analytics Fundamentals course on Analytics Academy. View the full course at http://analyticsacademy.withgoogle.com.