Most marketers agree that non-cookie measurement methods will have a big impact on advertising. But, implementing these methods requires a certain level of analytics capability and access to the right data. You might find yourself asking: Keep reading to learn more about the analytics maturity model, how to figure out which step you’re at, and ...
12-MINUTE READ | By Pieter van Groenendael
Any effective digital marketing strategy is built around one thing—data. Anyone who has suddenly been served ads for a product after being to a specific website knows their data is being collected. This strategy is certainly not new. Marketers have collected data for a long time. Back in the ’60s, media mix modeling was already ...
14-MINUTE READ | By Lee Dor
After nine years of dedicated service, Google Analytics— or Universal Analytics—will finally step down and give the crown to its successor—Google Analytics 4. Google Analytics has been around for 15 years, and for the very first time, Google gives the platform a complete makeover. This time we’re not only talking about a brand new UI, ...
6-MINUTE READ | By Joy Huynh
Our mission at Supermetrics is to enable you to turn your marketing data into opportunity. To do that, one of the first things you need to do is have that data where you need it when you need it. To help bridge that gap, the Supermetrics data pipeline offers a range of integrations that enable ...
4-MINUTE READ | By Aleksander Cardwell
When I started my career as a research analyst in 2006, marketing was much easier than it is today. The industry was less crowded. Search opportunities in both organic and paid advertising were huge. Direct response ads were at their heyday. Marketers could track pretty much everything. Probably, the hardest challenge was getting siloed marketing ...
5-MINUTE READ | By Mikael Thuneberg
Every organization is on an analytics journey. Some are quite far along, while others are just getting started. At Supermetrics, we provide solutions to help customers wrangle their marketing data and analytics, no matter what stage they’re at. From freelance marketers and small agencies to Fortune 500 companies, you’re in good company with us. In ...
9-MINUTE READ | By Evan Kaeding
It seems like data lakes are all the rage these days. Why is that? And more importantly, if you work with marketing data, why should you care? And if you do care, but don’t know how to query data in your cloud storage bucket from BigQuery, how would you go about doing that? In this ...
9-MINUTE READ | By Evan Kaeding
If you’ve ever dealt with marketing data, you’d probably agree that siloed data is the number one enemy of effective reporting and analytics. And while cloud-based data warehouses like BigQuery and Snowflake are great solutions for integrating, storing, and analyzing large volumes of cross-channel data, many analytically mature companies have recently started adding a new ...
6-MINUTE READ | By Evan Kaeding and Pinja Virtanen
You know how your marketing data lives across dozens of different platforms, including — but definitely not limited to — Google Analytics, Facebook Ads, LinkedIn, Google Analytics, and/or Salesforce? A cloud-based marketing data warehouse (like Google BigQuery, Snowflake, or Azure Synapse Analytics) allows you to centralize all that data into a single destination that’s built ...
24-MINUTE READ | By Riku Mikkonen
Ecommerce merchants and marketers have one major advantage over brick and mortar retailers: data. When your shoppers come from the internet, you can measure almost every aspect of your interactions with them. However, that advantage doesn’t count for much without a system for making sense of your data. Many companies think they already have a ...
8-MINUTE READ | By Kaleigh Moore
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