As different problems arise, Ian Leadbetter found that Zapier provided a solution to the issues he faced with direct integrations between his tools. Data matters in marketing, but when it's scattered across multiple systems, importing and exporting information can be time-consuming and prone to errors. Ruler Analytics, a tool for marketers to track ROI, uses Zapier to connect its data to other tools like CRMs, email marketing platforms, and customer relationship managers, allowing clients to make informed decisions about their campaigns. The team at Ruler Analytics encourages clients to use Zapier to send data from the app to their preferred CRMs, which improves retention rates. Internally, Zapier is used to automate lead generation processes, reducing manual tasks and increasing productivity. By democratizing data through Zaps, Ruler Analytics enables its customers to connect their marketing data with all the tools they need to succeed.