Digital analytics is the analysis of qualitative and quantitative data from your business and the competition to drive a continual improvement of the online experiences that your customers and potential customers have which translate to your desire outcomes (both online and offline) – Avinash kaushik, digital analytics process model from google analytics academy consist of measure, report, analyze, test and improve.
In order to achieve and maintain the business objectives, companies should take digital analytics seriously because nowadays the competition can't be underestimate moreover the google algorithm keep changing in order to give the most relevant results. If you didn't do digital analytics you will not know what is your current digital position, benchmarking the competitor, and how to achieve your goals, it will make your digital marketing effort not optimal or even useless that will not bring much new opportunity for your business.
