Digital Analytics --- The media (non-creative) discipline of advertising has been completely transformed in the data rich digital era of the past decade. Every day users on the internet generate more than 2.5 quintrillion bytes of data, yet less than 5% is being analyzed by most companies. Traditional media mix modeling, age/gender targeting and channel-specific tactics are being replaced by integrated, cross-channel campaigns. Target audiences have multiple connected-devices, including their smart televisions, and it is all about meeting the customer on their terms and on their device of choice at the right time. This new cross device digital world is very data rich and much more measurable. Proving return on advertising spend is an imperative.