1. What is Data and Analytics?

At its core:

Data is raw information. It includes numbers, text, images, behaviors, transactions—any form of digital record.

Analytics is the process of analyzing this information to uncover patterns, trends, and insights that can drive decision-making.

When combined, data and analytics empower businesses to answer critical questions like:

Who are our customers?

What marketing channels work best?

In our funnel, where do users drop off?

How can we increase the retention of our customers?

What will probably occur next?

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