Maybe its just a corollory of Muphry's Law, but its weird that an article explaining how "digital" and "data" are different would include this gem;
Data - or analytics - is an approach to decision-making. Analytics can be applied to the use of any medium, not just digital, or to all campaign operations across the board.
Confusing the stuff that you analyse with the process of analysis — in an article that sets out to clarify what "data" means — seems like a bizarre thing to do to me.
In other words, once seen as output, data is now also considered input. Sounds like polling, right? Indeed, it arguably includes polling.
"Arguably", yes. But I think I would argue not…