Over the past 10 years, the digital analytics space has changed dramatically from being a log-analysing task in IT, to a vital part of most company’s online presence, marketing and development of strategy. As the digital analytics space has evolved, marketers have acquired more sophisticated tools in the toolbox and better data about their customers – their online behaviour, preferences etc… Integrations between online and offline data is not something companies only talk about anymore, they do it! Parallel to this development, we have also seen that privacy becomes increasingly pertinent, and something companies need to take seriously and respect,…
