Last week I attended a symposium celebrating the change of the name of the Web Analytics Association to the Digital Analytics Association. This might seem like a minor semantic exercise, but it is the outcome of significant, meaningful changes in the way data is being generated, analyzed and consumed.

The event was, for me, pretty awesome. Hanging out in New York with a bunch of Web data geeks — err, digital data geeks, I mean — is pretty much my definition of a good time. One of the main topics that was hammered throughout the day was the increase in data sets, and how they are being mashed together to create meaning for decision-makers.

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