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The following is a review of the seminal article, "Ending the War Between Sales and Marketing Analytics" in the Harvard Business Review, authored by Philip Kotler, et al. The original piece is almost 5,000 words, so we thought you'd appreciate this "book review."
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Event metrics are useful because they give you a macro look at your customers and their behaviors, allowing you to make decisions that will positively impact the majority. For instance, event tracking is great for understanding what part of a funnel is broken. Read More