The practice of measuring the digital experience is complicated and fraught with poor and misguided planning, exacerbated over time by fuzzy logic. Worst of all, perhaps, is that our own objectives can influence the insights we obtain. As French social philosopher Jean Baudrillard once said, "Like dreams, statistics are a form of wish fulfillment." It is not enough to gather insights essential to understanding performance. Today, digital enterprises must dig deep and turn insights into positive, realworld results. Yet few are fully exploring the nuances within the virtual realm of performance analytics, even though big data is increasingly accessible and has all but become a common term around the business water cooler. While most are likely confident in (and content with) the analytics reports available to their enterprise right now, there are many ways to measure the digital experience. Perhaps it is time to throw out the old (or at...
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