Good analytics are no longer just a nice-to-have. Your digital analytics are one of your competitive imperatives. Companies that win, will succeed through data driven insights and increasingly through automated intelligent systems.
Front and center in this battle ground are web and mobile analytics. Modern websites and applications track user actions to drive insights and dynamic personalization in a constant game of conversion rate optimization.
To feed an analytics engine, the event stream and state of the app must be transformed into the data model required for analytics. For historical reasons, this is called tagging.