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First of all, we all know that the buying process for the costumer has completely changed. Now that's a pretty bold statement right there. But I think most will agree on the fact that still, many years since the internet entered our everyday live, the paradigm shift within sales and marketing (among others) is still ongoing.

The rules for marketing have drastically changed

The classic purchase funnel has been put out of play. Your potential costumers buy things wherever and whenever they want. These days the key to success is understanding how these customers behave online and to position your marketing and sales process in relations to this, something proven in fact by shopping giants like Amazon and H&M.

The single most important factor for this positioning effort is the same one that's always been around - intelligence. The more we know about our potential customers, the easier it is to position our marketing for success. Seems easy enough, no?

Since customers have migrated en masse to the web in search for products and information it's only natural that's where the journey for customer intelligence would take us next, which it has with Google Analytics.

So... what is it?

Google Analytics is a free web analysis tool that helps you keep track of user data from your website. It collects anonymous information regarding these users, processes it and then give you a report showing the results. Although there are other tools for doing more or less the exact same thing, Google Analytics is what has become the de facto standard, not least owing to the fact that it's free and has a wealth of information resources working for it.

As far as business and consumer intelligence goes - Google Analytics is the one-stop-shop solution of the 21st century when it comes to measuring the activity on your website and providing you with material to form your own opinions and draw your own conclusions as to how to best position your business to succeed online.

This course serves to give you a very basic overview of what Google Analytics is (which you should sort-of-know by now if you've made it this far ;-) ), how it's structured, and explain some of the most important features for your business. At the end you will also find a list of additional resources that will allow you to take your expertise in Google Analytics to the next level.

Now let's take on digital analytics and give it all we've got!