There is a growing trend amongst organizations to centralize all of their data, including their web analytics data, in an internal database solution with a visualization tool layered over top.  One of the results of this is analytics teams moving, or being pushed, to use other tools for analysis and not the analytics platform itself.

Who is driving it?  Are the right people driving it?  What are people not thinking about?  Is there a level of over-simplification happening?  Is there risk in turning your analytics platform into a glorified, and very expensive, data collection pixel?

On this week’s episode of the 33 Tangents Podcast, Jim & Jason are joined again by Jon Narong and they discuss the reasons behind this trend and the value that can be created when done right.  They also discuss what analytics organizations need to evaluate and the potential risks?

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