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Operational data. Data would be ideally collected and reported within a single tool at this 

level, but unfortunately to obtain the best reporting it is often necessary to resort to four 

different types of tools or data source:

● 

Referrer data from acquisition campaigns such as search marketing or online adver-

tising. Separate tools are often also required for retention email marketing.

● 

 Site-  centric data about visitor volume and clickstream behaviour.

● 

Customer response and profile data.

● 

Transactional data about leads and sales which are often obtained from separate leg-

acy systems.