The term “digital analytics” is defined as the teaching and practice of all analyses of digitally encoded information based on quantitative methods through the use of digital technologies for the purpose of making rational decisions and gaining knowledge relevant for action.
The term “Digital Analytics” comprises a broad spectrum of methods and procedures that were originally native to various academic disciplines. The methods and procedures originate in particular from mathematics, statistics, econometrics, empirical social research, operations research, accounting and controlling.
“Digital Analytics” is therefore the teaching and practice of decision-oriented analyses of digital data with the aim of uncovering patterns and connections using digital technologies on the basis of a mix of methods from all relevant disciplines, in particular statistics, operations research, econometrics, controlling, empirical social research and computer science.
“Digital analytics” therefore refers to a form of decision-oriented evaluation of information that takes place within the digital infosphere. In the “Digital Era Framework”, “Digital Analytics” is therefore classified as infospheric exploration.