Goodbye, Google Analytics 3. Hello, agile reporting

On March 16, Google announced the definitive end for Google Analytics 3, also known as "Universal Analytics". No matter how data nerds comment on this step and its many important details - for decision makers in marketing and communication it has serious implications either way. They must IMMEDIATELY tackle 2 new projects: 1. MIGRATION of the measurement tool 2. Introduction of integrated #AgileReporting.