The martech landscape is booming and companies are increasingly producing data. If the data created by martech tools can’t be accessed quickly via a BI or analytics tools, employees will find other ways to get the data they need.
Shadow analytics is what happens when employees use non-sanctioned means to access and report on their martech data. From the perspective of users, shadow analytics is the path of least resistance. But from a corporate standpoint, shadow analytics is inefficient at best and, at worst, costly and fraught with regulatory compliance risks.
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