21POINT ADOBE ANALYTICS AUDIT Clint Eagar Vice President of Data Governance ObservePoint Matt Maddox Director of Education ObservePoint Introduction 1 “Data! Data! Data! I can’t make bricks without clay.” This cry, coming from Arthur Conan Doyle’s Sherlock Holmes in The Adventure of the Copper Beeches, captures the importance of data collection and analysis at the enterprise level in a broad stroke. As a web analyst, data is the basic building block of everything you do—the reports you build, the analyses you conduct, the opti- mizations you develop and the decisions and business strategies you influence. Choosing a web analytics vendor can be challenging. It is import- ant to select a provider whose solution best maps to your busi- ness goals. Adobe Analytics is one of

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