Data Management

As of July 1, 2023, Universal Analytics (UA) has officially reached its sunset phase, and with this end of service, your UA properties will stop gathering new data. Taking over in UA’s place is Google Analytics 4 (GA4), a new version of Google Analytics. It has a lot of core similarities to UA, but there ...

“If I have one dollar to spend on advertising, where should I spend it, and how much will I get in return?” There’s so much pressure on marketing leadership to prove the ROI of marketing and figure out the best channels to spend the marketing budget. ...

In marketing, data reveals a lot about your audience and business performance. That’s why marketers love collecting data and, sometimes, too much of it. Gathering and using data can be a double-edged sword. If you don’t take it seriously, you can break your customers’ trust and put them at risk. ...

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. ...

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. ...

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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 ...

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. ...

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 ...