IJSRP, Volume 8, Issue 12, December 2018 Edition [ISSN 2250-3153]
This document reflects upon Digital marketing, the need for using Business Intelligence in Digital Marketing, the framework for Business Intelligence practices and Business Intelligence from Web Analytics. It talks about the essence of Digital marketing and the various roles of a Digital marketing executive. It then reasons about incorporating Business Intelligence tools and methodologies in regular digital marketing practices which is essential to enhance productivity and maximise gains for any marketing campaign. It then suggests a framework to model Business Intelligence from the point of Data accumulation and provides a brief understanding of the decision-making process. Lastly, web analytics and its suitable usage in analysing data sets is also talked about in this paper. The primary focus of this research is to highlight how useful and indispensable Business Intelligence is to Digital marketing.