Let’s measure the entire customer lifecycle. Start understanding your clients from the moment they see your displays in retail stores, enter your brick-and-mortar locations, and engage your business both online and offline. Discuss identification, reporting, and responsible analytics.

Why, when, and how to use Universal Analytics integration on your applications’ back-end servers, instead of in the users’ browser. Discuss the benefits, caveats, and paradigms for back-end tracking implementations, without Javascript.