Nowadays digital marketing must include the new uses and trends of the fixed and mobile Internet: the social network boom, the rise of web and mobile applications, online commerce (e-commerce, m-commerce, f-commerce), Smart TV, gamification, the Internet of things etc. These different phenomena are completely changing the way in which we use the Internet and the way in which we interact with brands.

For companies the challenge is about synchronising all of the data so that it can be put into perspective, analysing the link between cause and effect, and establishing correlations. The aim is to take a reliable piece of information from the abundance of data available which can then be used to make appropriate decisions. With this is mind, a digital analytics project can help companies rise to this challenge by playing a more or less central role within the digital ecosystem. API (Application Programming Interface) technology makes it possible to programme the different systems within a company so that they communicate with each another automatically. This fast-growing communication channel is starting to become integrated into web analytics and looks set to vastly improve the performance of digital audience analyses.

The aim of this white paper is to deal with the main challenges associated with interconnections and to understand the potential of using APIs in digital analytics projects.