Ottawa-based Napkyn’s new subsidiary aimed at skirting tricky Google Analytics concern

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A local consulting company is launching a new venture aimed at helping others tap into the marketing power of Google Analytics, a process that’s less straightforward than one might think.

Napkyn Analytics, twice named one of OBJ’s fastest-growing companies, announced this week it had spun off a new subsidiary called Data Stack Licensing to fix a particular pain point in the marketing industry.

In a release, the Ottawa-based firm says marketing agencies often need support in scaling their clients’ Google Analytics accounts – a popular service for marketers looking to track advertising performance – to the paid enterprise offering.

Google doesn’t sell its software licenses directly to the vast majority of its users; marketing agencies looking to upgrade their clients to the premium version need to do so through certified Google partners. The only problem is, these partners are also usually ad agencies. This can be problematic for agencies looking to support their clients with Google’s premium analytics, as they potentially have to send their clients to a competitor to access these tools.

Sensing an opportunity to fix a problem, Napkyn created Data Stack to work with agencies specifically to facilitate these upgrades. Data Stack is a certified Google partner but it won’t offer any advertising services, so agencies won’t have to worry about losing a client in the transaction.

“Helping marketing agencies large and small get access to Google Analytics licensing for their clients in a way that removes competition, and supports their business, is a huge opportunity within the Google Partner ecosystem,” said Jim Cain, CEO of both Napkyn and Data Stack, in a statement.

The new subsidiary will be hiring out a dedicated team in Ottawa in the coming months.