What are analytics

The best way to understand what digital analytics are is to use the example of online store, such as the ASOS. The team at ASOS will more than likely have a goal to sell more t-shirts (for example). Using digital analytics, the marketing, e-commerce and executives as ASOS could gather and analyse data from their online advertising campaigns to see which are most effective and expand those marketing efforts.

For example, ASOS could analyse sales data from their Instagram and Facebook sponsored posts to understand if people using Instagram and Facebook buy a lot of shirts and if so, then run additional advertising campaigns on these channels. They could also use analytics to understand how users progress through their online shopping cart. If they notice that users have trouble with a particular step on their website, they can make changes to the site to resolve the problem.

Different kinds of businesses can benefit from digital analytics:

  • Publishers can use it to create a loyal, highly-engaged audience and to better align on-site advertising with user interests.
  • E-commerce businesses can use digital analytics to understand customers’ online purchasing behaviour and better market their products and services.
  • Lead generation sites can collect user information for sales teams to connect with potential leads.


This data is compiled into Google Analytics reports, which the relevant teams at ASOS can use to perform in-depth analysis to better understand the ASOS customers and their purchase journey.

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