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…
Big data. Data lakes. Data warehouses. Unstructured data. Raw data. These buzz words are everywhere today, but what do they mean? How does Google’s…
BigQuery appears to be the hot buzzword in many enterprise-level marketing, analytics, and consumer insights circles right now. What’s not readily apparent to many…
While Google Analytics 360 provides extensive reporting of historical website engagement and e-commerce activity, it lacks the ability to tell us what will happen…
What an amazing webinar by two leaders in the marketing and analytics industry! In this webinar, we ran through the basics of using Customer Lifetime…
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