When it comes to digital marketing, lack of tools is not the problem. Not so long ago, access to data was something we longed for. Today, we have data overload – tools stacked upon tools. Instead of dissecting Google’s latest update or crafting our newest integrated marketing campaign we report. And report. And report some more. When did being an Excel wizard and dedicating half of one’s work life to spreadsheet reporting become a prerequisite for modern digital marketing?