For many of our B2C clients at InfoTrust, the holiday season can make or break their performance for the year. For this reason, it…
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…
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…
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…
As Google Analytics rolls out GA4, many companies are exploring how the analytics data will appear in BigQuery. BigQuery offers the ability to write…
With the recent changes in privacy regulations, web browsers, and consumer expectations, multi-touch attribution models based on cookies will not be as feasible or…
For companies that use Google Marketing Platform (GMP), the integrations with Google Cloud Platform (GCP) offer ample opportunities to further refine and optimize their…
With the increase in U.S. data privacy laws and a cookieless world on the horizon, augmenting marketing strategies with first-party data is more important…
“Data clean room” is a growing buzzword in marketing, analytics, and advertising industries. Although data clean rooms aren’t an entirely new concept, they haven’t…
Marketers are increasingly using machine learning to predict user behavior. This blog post provides a quick guide as to why precision and recall are important metrics for marketers…
Every now and then I get a question about which statistical methodology is best for A/B testing, Bayesian or frequentist. And usually, as soon…
In recent weeks, as health concerns are creating an impact on many aspects of our daily lives, a number of businesses and industries are…
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