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Shadow Analytics: What It Is and Why You Can’t Afford to Leave It Unchecked

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The martech landscape is growing explosively—in fact, 20% of the martech solutions currently available only came to market within the past year.

The rapid proliferation of the martech landscape makes it difficult to access the vital data from these solutions for reporting purposes. In many instances, employees will even turn to “shadow analytics” to get what they need. This solution is not only ineffective, it can also lead to regulatory infractions and violations.

What is shadow analytics—and more importantly, what can you do to stop it? Our latest whitepaper sheds light on this emerging phenomenon, looking at:

  • Why shadow analytics occurs (and why it’s happening more frequently)
  • What dangers it presents to modern businesses
  • How companies can answer the needs of marketing and IT to prevent it


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