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Website & Social Media analytics are now a key tool in the business process, especially with Direct to Consumer category growth (DTC).  Many organizations limit their business planning to these 'data' measurements and fail to create an overall strategy for use of "Big Data".

WCI advice: Go beyond what is provided by Google or another analytics platform.  If allowed, these systems can make you dependent rather than teaching you key patterns of your consumers.  These tools are extremely beneficial when used in conjunction with segmentation analysis, geographic mapping support and market category analysis.

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