Shining the Light on Shadow Analytics with Martech Data Connectivity

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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. 

Join us to see how you can overcome shadow analytics with instant connectivity to vital martech data. 

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