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Digital analytics encompasses the collection, measurement, analysis, visualisation and interpretation of digital data illustrating user behaviour on websites, mobile sites and mobile applications.   An important component of digital intelligence, digital analytics enables brands and website owners to understand how their sites and apps are being found and used. Using digital analytics data, companies can optimise the customer experience on their websites, mobile sites, and mobile apps, and also optimise their marketing ROI, content offerings, and overall business performance.