Tech
Umami Analytics and the Case for Owning Your Marketing Data Stack
A marketing opinion column on why owning your analytics infrastructure — rather than renting it from a platform you don't control — is the smarter long-term call for marketers, with Umami analytics as a practical starting point.
For nearly two decades, marketers have largely leased their data infrastructure. The typical process involves embedding a script tag, agreeing to terms of service, and receiving a dashboard in return. However, what'