Since the dawn of digital analytics, commerce activities have been defined with eCommerce metrics and tracking. This approach was described and accepted as a de-facto standard, as no better integration and commerce model was offered. With technology advancements and the evolution of purchasing behavior, commerce activities are becoming more dominant. It is time to reformat or redesign the data and start talking to businesses with a different narrative.

While most of the consultancies are focused on delivery, not many of them are creating inspiration and foundation for delivery of continual business value. We would explore reasons why common narrative is not aligned with most client needs, how to fix it and how to sell and grow analytics services.