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Digital Analytics will be a vital ingredient of the marketing mix through 2020. This is because we all need to make the most of the big data available to us.

There are three core levels of analytics: close, near and far: under our control, micro and macro.

As we explore what helps us to find evidence to demonstrate the ROI of our activities we need to prioritise our Key Performance Indicators (KPIs) and become obsessed with the questions we need to answer.

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