Get a 360 view of your customers with GA4, BigQuery and Google Tag Manager Server-Side
As marketers, we dream about designing our customers’ user journey. Through what channel will they d …
Create a 360 view of your customers with GA4, BigQuery and Google Tag Manager server-side
INTRODUCTION As marketers , we all dream of being able to shape the journey of our customers ( user …
Will click-based attribution models soon be obsolete?
In the most recent special edition of the scientific journal Applied Marketing Analytics (AMA), I pu …
Why it’s already time to migrate to GA4
Google Analytics 4 (GA4) is spearheading the new Google marketing suite and they’re not being shy ab …
Adapting enterprise data lake architecture for marketing analytics
Marketing data has been growing for the past 10 years. As mentioned in one of my previous articles , …
Demystifying Server-Side Data Tracking: Google Tag Manager Server-Side and Facebook Conversions API
In recent weeks, I have received several questions related to server-side tracking from some of our …
Core Web Vitals: How to optimize your site’s performance
If you gravitate in the world of SEO ( search engine optimization) you have probably heard of new po …
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 …
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 …
How Many ($) Millions Are Hiding Under Your Marketing Data?
“Getting numbers is easy; getting numbers you can trust is hard!” – Ronny Kohavi, Head of Experiment …
Google Ads: new decade, new structure
If you haven’t upgraded the structure of your Google Ads campaigns in recent years, you have reason …
The power of AI and CX, together
Simpler than we tend to think, artificial intelligence is used to automate analyses and decision-mak …
Why is AI essential to your future as a marketer?
The Big Data revolution in marketing makes artificial intelligence an essential tool for marketers t …
Programmatic Buying: The Honeymoon’s Over
Display advertising has changed a lot in recent years. Here’s where things stand now, along with som …
The slippage of third-party audiences
The use of data in digital marketing is really nothing new, especially when it comes to third-party …
I Tested the Off-Facebook Activity Management Module
Facebook recently launched a new tool to better manage personal data shared outside of its platform …
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 …
Should you outsource your digital marketing insights practice?
Outsourcing your digital marketing insights practice Before we start, please allow me to direct you …
5 myths that prevent you from succeeding at SEO
We’ve just finished an update of this article. Enjoy! If ever there were a discipline that has never …
Personalization: As Simple As a Visit To The Barbershop?
Without realizing it, your barber understands a few things about personalization better than many or …
Influencer marketing: There’s no magic formula
“The Heart of Tech” was this year’s theme, speaking to a need to get back to the human beings behind …
CDPs, powerful data orchestration tools [Infographic]
What reality are faced by marketers wishing to make optimal use of CDPs, these powerful data orchest …