Data and Insights : In Digital Marketing, A comprehensive Guide

The paper delves into the challenges and opportunities in the digital marketing landscape, particularly focusing on the role of data and methods of finding insights out of it. It emphasizes the importance of overcoming challenges such as data silos, the deprecation of third-party cookies, data quality, and data privacy regulations. It emphasizes the critical importance of data collection, quality, analysis, and insight generation in digital marketing strategies. It underlines the need of building a Consumer Data Infrastructure (CDI) to unify customer data that acts as foundation to provide better personalized customer experience and helps marketers to make better business decisions. Finding insights from this data is a challenge. Observational method to find the insights is a mix of science and arts in which analyst needs to have good knowledge of digital domain, apt selection of tools to gather the data to verify the hypothesis, the relevant metrics involved, interdependencies of various factors and the basic domain knowledge of the business to be analyzed.