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Product Analytics vs Business Intelligence

Is a business intelligence (BI) tool a substitute for a product analytics suite? Who uses each tool? Often a marketing technologist is pulled into these questions between an analytics and produc team. We'll talk about each tool, how they fit into an organization, and how a martech expert should consider using each tool.

  • Product analytics is the process of analyzing data in a self-serve, democratized way.
  • Business Intelligence (BI) tools help service deep, fundamental business questions, and are usually used by data analysts.

Slides for this lesson embedded below.

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Common User Identifiers used to Target Users

Identity is the foundation to tracking users across 3rd party tools. But most people don't know how it works or what terms and jargon relates to a user's identifier. In this lesson, we'll talk about the most common identifiers and how they play a role in a marketing stack.

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