Effective decisions cannot be made without taking all contextual elements into account. Analyse factors that are both directly related to your digital activities (like current marketing campaigns, or the publication of certain content) and external to your actions (like current events, seasonality, weather, any technical issues with your site, other simultaneous digital activities, etc.).
Observe and compare how your performance has changed over time, notably the spikes and dips in traffic. This can help alert you to any issues and help situate the context.
Source: AT Internet, 2015
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