The world of digital analytics seems to be insanely complicated.
And, yes, some of it is. Third-party or first-party cookies anyone? And, are we tracking people, devices, web browsers or whoknowswhat?
But it is a lot less complicated than you might believe. No. Really. A lot less complicated.
I led a discussion the other day with a collection of people who were brand new to the space and some who were jaded long-term residents of Camp Web Analytics. When someone played the omg, it is all so complicated (!!) card, I took the opportunity to sketch a picture of the entire ecosystem to highlight that it really was not…