marketing analytics
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 modernisation of marketing and the role of marketing analytics
Navigating the ever-evolving landscape of marketing technology, I've come to terms with a key realisation: marketing analytics is marketing. This acknowledgment hasn't…
Elevate your data analytics game with BigQuery
What is BigQuery? What is BigQuery? BigQuery is a powerful data warehousing tool within the Google Cloud Platform designed to…
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…
Grand Designs: "The Warehouse to CDP conversion"
Opening scene: A large meeting room at BigCorp. A systems architecture diagram with lots of boxes and arrows flowing from…
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…
Measuring marketing ROI with GA4's acquisition reports
By analysing acquisition reports, businesses can identify which channels and campaigns are driving the most high-quality visitors to their website.…
Using UTM parameters for tracking campaigns in GA4 (properly)
When Google bought Urchin and adopted the usage of UTM parameters (Urchin Tracking Module to the uninitiated), I was 6…