A New Era of Web Analytics

The success of digital marketing programs hinge on a marketer's understanding of his or her customers. Sounds familiar, sure, but the marketing landscape has altered. The ways brands interact with customers have changed, and the ability to understand customers across digital channels requires a new approach.

Traditional web tracking techniques were not designed for the breadth of channels, devices and speed that fuel today's digital interactions. And while web analytics is the logical hub of interactive channel analysis, a multifaceted digital landscape requires an approach that breaks down the walls between analytics and business, eliminating passive insights and making digital data actionable. Forrester Research is redefining this new era of web analytics as "digital intelligence."

In this webinar, guest speaker Joe Stanhope, Principal Analyst with Forrester Research, Inc., defines the notion of digital intelligence, from digital data inputs to action. You will also discover:

• Why digital intelligence demands a broad measurement strategy shift
• How to adapt your measurement strategy to take full advantage of this new analytics standard
• What you can do immediately to start the transition to an analytics culture centered on digital intelligence

Firms, regardless of size, that leverage digital intelligence can use the take-aways from this webinar to deliver relevant and coherent customer experiences, and create sustainable competitive advantages within their markets.