With the proliferation of the various digital channels, many marketers have embarked on the new media channel to engage their net-savvy customers. However, many of them have difficulties in quantifying the sites, PPC ads or lists that give the best ROI. When asked about the effectiveness of these campaigns, marketers often fall into the trap of analysis paralysis where too many data points are available and structured analysis is difficult. When executed efficiently, digital analytics will help a company to strengthen its marketing campaigns and initiatives, and appropriately target the audience. It can also uncover business challenges long before traditional metrics can pick them up. Simply put, digital analytics will help you build a data driven competitive advantage over your competition!