Are you using every tool at your disposal to find the gems of insight that will make you look like a Rockstar and propel your department into the next level? Tracking granular level prospect/customer events – action level tracking – combined with CRM data (appending demographic data, offline behavioral data, etc.) can drive super-advanced learnings. Matt shares how to leverage that data into a machine learning model or take it into Google’s new Attribution beta. He also shows how to tell when you are too deep in the weeds.