Online, everything can be measured. The unstoppable proliferation of data means we must extrapolate it and make sense of it. The work of analytics has evolved over time, it’s no longer just about interpreting data: it must be validated, suitable KPIs must be identified and selected and the business assessed to formulate an analytics and business intelligence strategy that is genuinely useful for those making marketing and product choices.
Technical and development skills are equally important for setting up and linking together the various analytics tools.
In this area, EP formulates: