The Digital Analytics Product Buyer’s Guide outlines key considerations for selecting an analytics platform, emphasizing the importance of data democratization, time to insight, identity resolution, and integration across devices and platforms. It stresses that analytics tools must support both power and casual users, enabling collaboration, cohort creation, and data storytelling. Platforms with automated insights, real-time identity stitching, and flexible interoperability with other tools improve decision-making and customer journey visibility. Governance, implementation ease, and trust in data quality are also vital. Additional features like experimentation, customer support, and experience analytics are strategic differentiators.

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