Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World

    When digital marketing and advertising began in the

1990s, the promise of digital channels was to deliver the

right message to the right audience at the right time—a

game-changing upgrade over traditional media channels.

Digital media has been sold as a nirvana of data col-

lection, analysis, and measurement that would yield the

most efficient, optimized programs one could hope for.

Fast-forward 15 years, and we’ve learned that achieving

that reality isn’t impossible.