From "Fluff Metrics" to a 360-Degree Customer View

The author shares their experience of using Fivetran for rapid access to rich, query-ready marketing data, which has been key to transformative insights at the company. They discuss how centralizing all relevant sources into a data warehouse helped bridge the gap between product, marketing and sales analytics, enabling them to answer various questions related to customer behavior and campaign efficiency. The author also provides a high-level overview of the steps required for readily accessing information across marketing, product and sales tools on the fly. They suggest options for modernizing one's marketing analytics setup, whether through Fivetran or other means.