The B2B Analytics Gap: Consumer Analytics ≠ B2B Measurement
The Future of B2B Analytics Is Company-Level - measurement + insights need to orbit companies and not users and devices
Most B2B marketers today are still running their measurement frameworks on systems designed for consumer marketing.
Google Analytics 4, Adobe Analytics, even the enterprise-tier offerings from the major clouds all grew up in a world where ecommerce and FMCG set the template. They’re sophisticated systems if you live inside them, but when you apply them …
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