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Is it redundant to have an enterprise class web analytics tool and marketing automation?
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No, they are not redundant. Although both systems offer web analytics, they offer two different perspectives on the data. Both perspectives are valuable to marketing.
1. The web analytics tools tend to report around how assets are faring - pages, downloaded docs, paths though the pages, duration on pages etc
2. The Marketing automation tools tend to report based around what named individuals did, what pages CIOs looked at, etc, and how did this influence their score. They also track anonymous visitors as individuals.
Yes there is some overlap in the reports from both on the number of visits/visitors/sources etc, but that is minor. You want and need both perspectives - your web results from the people perspective, and your web results based on the asset perspective.
-Kevin
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