When it comes to digital analytics informing strategy, this is the heart of digital marketing. So, what is digital analytics (basic elements), and why do we need it? When we use digital analytics in strategy, we are often using the data to decide between 3 options: stay the course (change nothing), fix it (fix obvious errors or problems), or innovate (pivot to a new message/platform/market/etc), give me an example (can be generic or could be an actual company) of why a company would choose each of the 3 options. Consider what the rationale is, and what are the KPIs likely involved in making that decision.