Interactive channels continue to prove their worth for revenue generation and customer engagement, but the growing complexity and volume of digital interactions cause analytics challenges. Traditional techniques such as web analytics were not designed for the breadth of channels, devices, and speed that fuel today's digital interactions. The underlying design of web analytics is fundamentally inadequate to accommodate emerging channels, sophisticated consumers, technical challenges, and the democratization of analytics within data-driven enterprises. Because subpar analytics put customer relationships at risk, Forrester is redefining the modern practice of web analytics as "digital intelligence." This new approach to analytics brings a set of expanded requirements and calls on firms to consider their technology frameworks, organizational structures, metrics, and optimization practices.
DatacenterDynamics is a brand of DCD Group, a global B2B media and publishing company that develops products to help senior professionals in the world's most ICT dependent organizations make risk-based infrastructure and capacity decisions.
Our portfolio of live events, online and print publishing, business intelligence and professional development brands are centred on the complexities of technology convergence. Operating in 42 different countries, we have developed a unique global knowledge and networking platform, which is trusted by over 30,000 ICT, engineering and technology professionals.
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