Alot of marketing departments have turned into analytic machines. Now, I love Google Analytics, and 100% believe that without feedback from tools like this then there we are flying blind.
BUT, and this is a big one that we all know: numbers can lie. If someone wants to defend the results of anything and has enough data they can do so. Especially if they have Powerpoint ;)
Use Analytics as a sensor, or a canary, not as a compass.
How Google Analytics ruined marketing
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