What were the biggest shifts you saw in digital in 2021?
During 2021 we witnessed a real uptake in our clients wanting to leverage their web and app measurement technologies to gain a deeper understanding of how their consumers were behaving during web and mobile sessions. This type of analysis is critical for brands to understand behaviour and the friction points that their consumers face when trying to navigate various consumer journeys. This analysis is one of the prerequisites for data-driven marketing; various technologies and strategies are giving brands access to an incredible amount of consumer insights that can be used to drive a brands business and marketing strategies.
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