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Attribution Modeling for Beginners: Two Approaches to Attribution

Attribution Modeling for Beginners: Two Approaches to Attribution

Attribution modeling is a process of assigning credit to particular marketing channels for the performance of an ad campaign. This means that if you…

3-minute read
How to Use Custom Bidding to Increase ROA during the Holidays

How to Use Custom Bidding to Increase ROA during the Holidays

The holiday season presents many opportunities to buy advertising to drive sales. But what if your products are cross-category and target different customers at…

5-minute read
How to Use Predictive Audiences to Increase Return on Ad Spend

How to Use Predictive Audiences to Increase Return on Ad Spend

Predictive audience methods are a powerful tool for increasing ROA. By using predictive audience methods, you can target your marketing to the exact people…

4-minute read
Universal Analytics vs. Google Analytics 4 Implementation: How Do They Compare? (And Why You’ll Love an Automated Dashboard That Tells You)

Universal Analytics vs. Google Analytics 4 Implementation: How Do They Compare? (And Why You’ll Love an Automated Dashboard That Tells You)

Many organizations, large and small, are beginning to transition from Universal Analytics (UA) to Google Analytics 4 (GA4) for their reporting. Similar to any…

3-minute read
What’s the Best Way to Extract Google Analytics Data?

What’s the Best Way to Extract Google Analytics Data?

It’s true: there are many ways to extract data from Google Analytics (Universal Analytics) into other platforms to create ad-hoc analysis, dashboards, data science…

7-minute read
Where Are My Custom Marketing Channels in Data Studio?

Where Are My Custom Marketing Channels in Data Studio?

Google’s free Data Studio tool is amazing for visualizing and reporting on your data. It also plays very well with other Google tools, like…

3-minute read
Intro to Google Cloud’s Product Recommendation System: Recommendations AI

Intro to Google Cloud’s Product Recommendation System: Recommendations AI

Product recommendation systems have become a pillar of e-commerce strategy and for good reason: Amazon boasts that 35 percent of products purchased come from…

8-minute read
Preparing for the 2021 Holiday Season with Predictive Analysis

Preparing for the 2021 Holiday Season with Predictive Analysis

For many of our B2C clients at InfoTrust, the holiday season can make or break their performance for the year. For this reason, it…

6-minute read
Getting Started with Audience Targeting Using Google Analytics Data

Getting Started with Audience Targeting Using Google Analytics Data

Intro As a marketer with access to Google Analytics (GA), there are several ways to get value from analytics, e.g. you could focus on…

7-minute read
Introducing Vertex AI: Google’s Newest Modeling Platform

Introducing Vertex AI: Google’s Newest Modeling Platform

If you’ve been watching this year’s virtual Google Applied ML Summit or Google Cloud Next ’21 event, you would have likely heard of the…

3-minute read
4 Advanced Analysis Use Cases to Make Your Organization More Data Driven

4 Advanced Analysis Use Cases to Make Your Organization More Data Driven

Step beyond what’s included in the analytics user interface (UI) and get started with some advanced analysis. While analytics UIs provide a lot of…

6-minute read
3 Queries to Get Started with GA4 in BigQuery

3 Queries to Get Started with GA4 in BigQuery

As Google Analytics rolls out GA4, many companies are exploring how the analytics data will appear in BigQuery. BigQuery offers the ability to write…

10-minute read

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