Web analytics can't measure up to marketing analytics

03/9/2012 | HubSpot.com

Web analytics and marketing analytics are different animals, writes Pamela Vaughan. Yet, 48% of marketers use Web analytics, according to an Ifbyphone study -- even though marketing analytics tied to business goals would do the job better. Employing marketing analytics can help you see how all your efforts are working together and shifts the view from the Web page performance to customers.

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