Unifying student data to drive smarter recruitment for The University of Exeter
Will Hayes-11 Dec 2025
Insights
Marketing
Marketing strategy, campaigns, measurement, and performance optimization (122 posts)
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The problem with Agentic Analytics
An AI agent will answer any question about your data, confidently and often wrongly. Agentic analytics works only on a governed semantic layer. Here is why.
Mark Rochefort-
You can't buy data strength. You build it.
Google made data strength central at GML 2026 and now measures it in Google Ads. But it is not a setting you switch on. Here is what actually builds it.
Mark Rochefort-
Clearing 2026: why UK universities need recruitment intelligence
UK universities face a deficit crisis. Student Recruitment Intelligence can transform Clearing from chaos to precision.
Steven Elliott-
Unifying student data to drive smarter recruitment for The University of Exeter
How we helped the University of Exeter connect student data end-to-end to measure marketing ROI and optimise recruitment.
Will Hayes-
#133 The role of AI in analytics (with Juliana Jackson at Jellyfish)
Dara and Matthew chat with Juliana Jackson on her journey, product mindset, and how AI is shaping modern analytics.
Will Hayes-
#131 From raw export to insight-ready data (with Johan van de Werken at GA4Dataform)
Johan van de Werken joins The Measure Pod to discuss GA4Dataform, BigQuery, and the future of analytics engineering and automation.
Will Hayes-
#130 GenAI in action: Cloud DevOps and Tagassistant.ai (with Mark Edmondson)
In this episode of The Measure Pod, Dara and Matthew sit down with Mark Edmondson, AI Engineer, founder of Sunholo, Aitana, and board member at 8-bit-sheep.
Will Hayes-
#128 MCP servers in digital analytics (with Gunnar Griese at 8-bit-sheep)
In this episode of The Measure Pod, Dara and Matthew sit down with Gunnar Griese from 8-bit-sheep to discuss MCPs and their growing role in digital analytics.
Will Hayes-
BigQuery AI.GENERATE tutorial: turn SQL queries into AI-powered insights
BigQuery just got a major upgrade, you can now plug directly into Vertex AI using the new AI.GENERATE function. Translation: your analytics data and generative AI are now best friends, and they’re hanging out right inside SQL. That opens up a whole world of new analysis options for GA4 data, but it also raises some questions: * How do you actually set it up? * What’s it good for (and when should you avoid it)? * Why would you batch the query? Let’s walk through it step by step. Step 1: H
Katie Kaczmarek-
#127 Ensuring robust data collection - lessons from Trackingplan (with Josele Perez)
In this episode of The Measure Pod, Dara and Matt welcome Josele Perez, co-founder of Trackingplan, to dive into the evolving challenges and opportunities in data collection.
Will Hayes-
#126 First-party data strategy - a client side perspective (with Roman Petrochenkov at Carwow)
In this episode of The Measure Pod, Dara and Matt sit down with Roman Petrochenkov, a seasoned marketing analytics leader with deep expertise in data strategy and measurement.
Will Hayes-
#124 Transforming tag management with server-side GTM (with Denis Golubovskyi at Stape)
In this episode of The Measure Pod, Dara and Matt are joined by Denis Golubovsky from Stape.io, the team making server-side Google Tag Manager implementation as simple as the click of a button.
Will Hayes-
#122 Digital transformation in the age of AI (with Antony Mayfield at Brilliant Noise)
In this episode of The Measure Pod, Dara and Mattew are joined by Antony Mayfield to talk about what 15+ years of digital transformation work actually looks like and how it’s changed.
Will Hayes-
#120 Marketing analytics updates and a BigQuery health check
In this episode of The Measure Pod, Dara and Matt dive into a whole mix of marketing analytics news and musings. From new BigQuery features and GA4 updates to ChatGPT integrations and data quality best practices.
Will Hayes-
#119 Google Cloud Next 25 roundup
In this episode of The Measure Pod, Dara and Matthew take the reins and dive into the biggest takeaways from Google Cloud Next 2025.
Will Hayes-
#117 Marketing incrementality, attribution & ROI optimisation (with Jorge Roberto Ahumada Garcia @ Coppel)
In this week's episode of The Measure Pod, Dan and Bhav are joined by Jorge Ahumada Garcia from Coppel, one of Mexico’s largest retailers and banks.
Will Hayes-
#115 Lessons from a data science content creator (with Egor Howell @ Deliveroo)
In this week's episode of The Measure Pod, Dan and Bhav are joined by Egor Howell, a rising voice in data science and content creation.
Will Hayes-
#113 MMM, MTA and the future of marketing measurement (with János Moldvay @ Funnel)
In this week's episode of The Measure Pod, Dan and Bhav are joined by János Moldvay from Funnel to dive into the intricacies of Marketing Mix Modeling (MMM), Multi-Touch Attribution (MTA), and the future of marketing measurement.
Will Hayes-