You have five dashboards open: Google Analytics, Facebook Ads Manager, your email platform, your CRM, your accounting software. All showing different numbers. All claiming to track conversions. None of them agreeing with each other. This isn't a data problem. It's an architecture problem.
The Fragmentation Problem
Marketing analytics tools today are built the same way enterprise software has always been built: as independent platforms serving independent purposes. Each tool answers its own questions well, but none of them answer the questions that actually matter: 'Which marketing channel drives profitable customers?'
Why platforms are fragmented:
- Google Analytics tracks your website.
- Facebook tracks their platform.
- Email platforms track engagement.
- CRM tracks deals.
Attribution Theater
Most platforms offer 'attribution' that's really just last-click tracking. They give 100% credit to whichever touchpoint happened right before conversion. Why? Because each platform wants to claim credit. Add up all the conversions each platform claims and you get 3x your actual conversions.
What Intelligence Means (To Us)
At 42 & Company, we built marketing intelligence infrastructure from a different starting point: assume all your data sources are fragmented, and build the layer that unifies them.
"Unified Customer View means tracking complete customer journeys from first anonymous visit through purchase and retention—across all your platforms."
This requires identity resolution that works across devices, behavioral tracking beyond APIs, and connecting marketing activity to actual revenue.
