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Google's convergence analytics tools aid B2B measurement
SUMMARY: Google Analytics' new Data Import Tool might be just the beginning of convergence analytics offerings intended to help B2B marketers better measure their return on investment, Naomi Ruth Ganhinhin writes. Google's Universal Analytics permits marketers to integrate their own data sets into customized Analytics views. "The Data Import Tool ... enables users to import cost data from any digital source including email, social media, display providers, paid search, and even organic traffic," Ganhinhin writes.
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