DIGITAL BUSINESS INTELLIGENCE: EVOLUTION AND MATURITY OF DIGITAL COMMERCE
2022-02-01
Ivan Rečević
(Analytics consultant)
Since the dawn of digital analytics, commerce activities have been defined with eCommerce metrics and tracking. This approach was described and accepted as a de-facto standard, as no better integration and commerce model was offered. With technology advancements and the evolution of purchasing behavior, commerce activities are becoming more dominant. It is time to reformat or redesign the data and start talking to businesses with a different narrative.