This course explores the business and analytical mindset required to deliver value in organisations through digital data and measurement. It also explores a number of techniques to get business value out of digital data and measurement. It describes examples of digital analysis helpingsolve business questions using all the different digital measurement types: behavioural data (Google Analytics type data), competitive intelligence data, Voice of Customer data and social media data. The coursegoes through the latest analytics trends, how they translate into the world of digital analytics and how this makes analytics and digital analytics become one. Finally, the course looks at what it takes to build a data driven organisation. Although there is a useful section dedicated to Google Analytics in this course, this is not a Google Analytics course. It\'s not a Google Analytics course in a sense that it does not go through how to implement Google Analytics nor does it dive in the Google Analytics interface in great detail. Instead, it explores the richness behind Google Analytics\' ecosystem and how to use Google Analytics strategically.