Shopify e-Commerce Tracking: Solutions for 2025
Since April 2025, Shopify has been changing the game when it comes to e-commerce tracking. Tradition …
Salesforce Data Cloud: Enhance your Google Analytics 4 (GA4) data
Are you using Salesforce (SF) Data Cloud or are you planning on integrating it into your marketing t …
Maximize customer engagement with an optimized emailing strategy
As a direct channel of communication that is chosen by customers and highly customizable, email play …
Why should you add your Google Analytics (GA4) data to a warehouse or data lake? And how?
Why should you add your Google Analytics (GA4) data to a warehouse or data lake? And how? Why If you …
From a cookie to a layer cake: Six alternatives to the third-party cookie to create a sustainable strategy
Every story comes to an end. Even the most beautiful.
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Back to the future: Performance measurement for privacy-centric marketing
The loss of non-durable identifiers due to technological changes (iOS and Google) as well as the adv …
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Quebec’s Law 25: business cases, legal impacts and solutions
Legislation modernizing legal provisions for the protection of personal information (called Law 25) …
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5 questions to determine the success of a CMO
Being a CMO, VP of marketing or marketing director in 2023 is no small challenge. The industry is un …
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Server-side tagging: What’s the benefit?
This article was written in collaboration with Florian Chabert. Server-side tagging has highly inten …
Law 25: Understanding the evolution of the regulatory framework
We’ve been telling you about it for the past few months, but now it’s official: Law 25 came into eff …
6 steps to building a data strategy
A comprehensive data strategy is essential for guiding an organization’s transition to a data-driven …
Why marketer should go back to media mix modeling (AKA MMM)
Cookie Apocalypse set the stage for new targeting offers In a recent interview with AdExchanger, Che …
Why the performance indicators you use will become unreliable
The challenge of the moment, with the apocalypse of cookies , is to fully understand the repercussio …
Why You Should Export Your Google Analytics 4 Data to BigQuery
The new version of Google Analytics, commonly referred to as GA4, offers the opportunity to export r …
How to ensure a successful transition toward Google Analytics 4?
The world of Google Analytics is about to enter a new era. The free version you’re currently using i …
GTM Server Side: Could this be a Customer Data Platform?
In the chess-like world of the tech industry, particular attention is paid to every new functionalit …
Your Analytics Maturity Level: An Important Compass for Your Analytics Investments
In these times of transformation, many organizations are questioning or adjusting their investments …
The slippage of third-party audiences
The use of data in digital marketing is really nothing new, especially when it comes to third-party …
3 MarTech trends to watch in 2020
2019 brought its share of breakthroughs in marketing technology (MarTech), and 2020 is on pace to br …
Augmented Analytics: accelerate your time to digital insights activation
The need for faster time to insight activation In my previous article on actionable digital insights …
Market share is a bad KPI – Here’s why you should avoid it
When we ask marketing managers what their goals are, we often hear the words “increase our market sh …
How to turn your data into actionable insights [Framework]
Your company’s digital data should help you make decisions and take action. Is it the case yet?
CDPs, powerful data orchestration tools [Infographic]
What reality are faced by marketers wishing to make optimal use of CDPs, these powerful data orchest …
Adobe Analytics takes a step forward in its attribution analysis with IQ Attribution and Workspace
Attribution is defined by the action of giving credit to the various touchpoints in the user journey …