As marketers, we have an overwhelming ubiquity of data! What do we do with it?!
We still see organizations, the big ones and small ones, using top level aggregates. You wont get any insight unless you segment -slice and dice! Use Tableau and Google Analytics to integrate, contextualize and visualize all your data from the Web, Mobile, eMail and backend. You can really extract valuable insights this way, tell a better story and finally make the tough marketing optimization decisions based on your data!