Data & Tools

For most companies, Google Analytics is a—often the—primary source of analytics data. Getting its numbers aligned with other tools in your martech stack keeps results credible and blood pressure manageable.

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While most companies are drowning in data, few have the strategy or cultural maturity to use it for accurate measurement, let alone to make decisions or drive business goals. And while two-thirds of executives think they need a data strategy, only a third are getting it done.