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2. Implementation and Setup > 32. Best Practices for Data Integration

Best Practices for Data Integration

Many companies, as they get more experience with web measurement, seek to integrate external data in an attempt to create a unified marketing interface.

Many web analytics reports are highly actionable, but usually the hidden power in web site measurement is the data itself. When combined with other data sources, web data can be used to analyze merchandising promotion gross margin contribution, campaign ROI, and how certain demographics behave on your web site. Web measurement data, when stored in a visitor-centric form, can be used to analyze the behavior of your survey respondents, target your email marketing campaigns, and even fuel your multichannel data warehouse.


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