Marketing Analytics Mythbusting: Software Doesn’t Come with a Magical Data Fairy

Presented by

Matt Hertig, CEO and Co-founder | Alight Analytics

About this talk

It’s the single dumbest thing about marketing analytics software. The sales guy makes it sound like you just need to push a button and, poof, out come the insights. No special skills or training required. But it never, ever works like that. To make your software run as promised, you either need a magical data fairy to wave her wand over it — or you need human beings who can set up campaign tracking, build models and keep your data flowing. On June 24, join Alight’s Matt Hertig as he breaks down all the expertise you need — that software alone can’t provide — to launch a high-performing analytics program. Got a question about marketing analytics? Send them to, and Matt will do his best to answer them during our live session!

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Alight Analytics helps leading brands and agencies achieve their business goals faster through marketing analytics. ChannelMix aggregates marketing data from any source in a single platform that integrates with any BI, visualization or storage solution. Alight also offers a comprehensive suite of services for any analytics need.