Marketing Analytics are a key driver of any business, and the most crucial source of actionable marketing analytics revolve around web analytics. However, the nautre of an ever changing web and user's expecations of a site often motivate companies to re-evaluate their web analytics packages and make a change.

What happens when the numbers don't match in your web analytics programs?

Whether you are evaluating a new package, have already taken the plunge, or are simply trying to reconcile reports-a sinking feeling tends to come over you as you compare two analytics packages. There are a few very valid reasons why packages might not match up, and the video below walks you through some common reasons.