Matthew Hooson
The complexity paradox: why your spreadsheet is complex and BigQuery is simple
Understanding complexity Everything is complex until you understand it. And yet, not all complexities are created equal. This is the…
You’re sitting on a SQL time bomb: defuse it with Dataform
As a marketing team's maturity evolves, disparate data sources centralise, increasingly sophisticated SQL queries begin to pull together insights and…
The life of Brian: Measurelab's generative AI journey
I recently had the pleasure of attending the AI Summit London 24 which was chock full of fascinating talks, opinions…
Customer Data Platforms (CDPs)
Our take on CDPs We’ve been around long enough to have seen the bandwagon-jumping that inevitably happens with any new…
Connecting GPT to BigQuery: Zapier AI actions
Unless you have lived under a rock for the last 12 months, you have probably heard of a little old…
The Google Cloud tools of the marketing analytics trade
The Google Cloud Platform (GCP) is vast. It is composed of over 100 services which serve purposes across countless industries…
The Derelict Data Warehouse
A well-maintained and utilised data warehouse is a thing of beauty. Imagine all your data from disparate sources autonomously extracted,…
Backing up Universal Analytics data in BigQuery
No point kicking up a fuss about it now, Universal Analytics (UA) is on life support. It still contains all…
Why you should consider Server-Side GTM
Not another migration!? I know, I know, “not another piece of technology for web analytics,” you cry, “I just got…
UPDATE: a six-step framework to server-side GTM migrations
At this point, we are all familiar with Google Tag Manager (GTM), as well as its quirks, workarounds, and nuances.…