Posts
GA4 Benchmarking Reports: A Critical Analysis
This article examines why the Google Analytics benchmarking reports should be approached with extreme caution or potentially avoided altogether and suggests more reliable methods for assessing true business performance.
— January 27, 2025
Case Study: Streamlining Customer Journeys with Mailchimp Automation
This article shares a personal case study on improving the customer journey by leveraging Mailchimp’s automation tools and the dynamic updating of audience data through API integrations.
— January 24, 2025
Marketing Measurement: MMM, MTA, CLS and Triangulation
This article examines the three key methods of marketing measurement—Marketing Mix Modeling (MMM), Multi-Touch Attribution (MTA), and Conversion Lift Studies (CLS). It explores their strengths, challenges, and the emerging trend of combining these approaches, called triangulation or Unified Marketing Measurement (UMM).
— January 17, 2025
The Ultimate B2B SEO Strategy Framework
This article explores a comprehensive B2B SEO strategy framework, highlights key differences from B2C SEO, and provides actionable insights for implementing a successful campaign.
— December 31, 2024
The Future of Analytics Roles in an Automated World
This article explores the evolution of analytics roles and speculates on what the future holds for analytics professionals, highlighting the timeless elements of their role in an increasingly automated world, offering a rundown of the potential impacts as these technologies become mainstream.
— November 14, 2024
Warehouse-Native Analytics: The Next Evolution or Just Another Trend?
In recent years, the concept of warehouse-native analytics has gained traction, and there's been much debate about its future in the analytics landscape. Is it just another passing fad or a game-changing evolution in how we handle data?
— October 29, 2024
Commercial Analytics: From Data’s Sake to Profit Enabler
This article explores how commercial analytics can transition from merely managing data to becoming a profit enabler, offering actionable insights to guide business decisions.
— October 17, 2024
Data Analysis: The Paradox of Partial Accuracy
As privacy regulations tighten and users gain more control over their data, the concept of "accuracy" in analytics is undergoing a dramatic shift. This article explores the implications of this change, the challenges faced by data analysts, and offers strategies for adapting to this new reality.
— October 5, 2024
Page Speed Impact Report: After Optimisation Assessment
This article will guide you through the process of reporting on page speed optimisation, focusing on the key metrics and their impact on user experience, engagement, conversion rate and search engine optimisation (SEO).
— August 22, 2024
GA4 Reporting Identity: Choosing the Right Identity Spaces
In this article, we delve into GA4's identity spaces – the mechanisms Google Analytics 4 uses to identify and track users across devices and platforms. We'll break down the different types of IDs, their accuracy, and limitations, helping you choose the best GA4 reporting identity option for your specific needs.
— July 25, 2024