Many companies still make decisions about their online presence (marketing, webstore, lead generation), about what they want the customer to be and how they want the customer to engage instead of learning what is really going on. How can Analytics help inform who the customer is and how they want engage? This is something that we would have expected 10 years ago, but we still see it today. Why hasn’t this changed? Is it arrogance? Is the data not trusted? Is it something else?
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