Data analytics is the analysis of qualitative and quantitative data of the behaviour of your (potential) customers to drive a continual improvement of the online experiences, which will be translated to your desired outcomes.
In the beginning of the internet period it was called web analytics, because only the website collected data of the online behaviour of the visitors.
The enormous growth in advanced smartphones and tabletsmade it more easy to create, share and distribute data throughout the world. Social media developments were the accelerator of data by users, the so-called user generated content (USG). Content and data grew enormously, not only text and images, but also with video’s.