I don’t believe only one type of analytics method or platform can speak “The Truth” about the multi-channel customer experience of your brand.
Yet this belief can be found at every level of the analytics world: Software vendors that promote their solution as having all the answers. Digital marketers who only look at metrics reporting from their agencies. Analytics program managers who believe that enormous data sets are the only way to understand the customer lifecycle. Channel managers who only see customer experience through the lens of measurement of their tactics. Read More