In today's data-driven business landscape, the ability to track and analyse user behaviour is crucial for optimising online performance and customer experience. Controlled, effective, and reasoned online data collection about your customers should be high on the agenda of every marketing manager. But also high on the priorities of the IT manager: integrating marketing data and digital custom touchpoint in an enterprise data warehouse is also increasingly important to drive advanced analytics use cases and the age of harnessing data as a strategic asset.