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Write a 1,050- to 1,400-word paper in which you define the process used to create marketing and business value using digital analytics.

Summarize the data analytics process with regard to the Analytics Value Chain and the digital analytics P’s.

Define “optimizing”, “predicting”, and “automating” from a digital analytics perspective.

Identify 3 to 5 data culture issues in marketing organizations that include requirements for appropriate labor, technology, and strategy.

Provide two business examples that explain the importance of using web analytics for organizational success, and how business economic value can be created by investing in digital analytics.

Include a reference page with a minimum of three references, including the course textbook.

Format your paper consistent with APA guidelines.

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