InfoTrust Analyst Mai AlOwaish Published in Applied Marketing Analytics Journal

Mai AlOwaish Applied Marketing Analytics Journal

The experienced digital analytics consulting team at InfoTrust is proud to share that Industry Team Lead Mai AlOwaish was recently published in Applied Marketing Analytics.

Applied Marketing Analytics is a peer-reviewed journal that features in-depth articles on all aspects of measuring and analyzing marketing performance to improve effectiveness within organizations. Articles and case studies in the publication cover topics such as attribution, compliance and regulation with regards to consumer privacy and data collection, and aligning marketing metrics with business goals.

Article Abstract

Using Event-Based Models for Cross-Device Insights into the User Journey

Gaining customer insight is the foundation of marketing science. Today’s customers interact with companies across multiple devices. Thus, to fully understand the customer’s journey, digital marketing analysts can no longer rely on measuring individual events on a single device; rather, they must gather and interpret data across devices. This requires making the user the unit of data measurement. The challenge is stitching together information into a single story and profile that lead to actionable and immediate insights. This paper discusses event-based models for digital marketing data and calls for marketing analytics leaders to execute the transformation from static session-based reporting to dynamic and powerful user-centric analytics.

To access Mai’s article in Applied Marketing Analytics, purchase Volume 6 here

About Mai AlOwaish

Mai is an experienced analytics professional, specializing in cross-device analysis for websites and mobile apps. She is an active member and mentor with the Digital Analytics Association (DAA), and the recipient of the 2019 DAA President’s Award for her contributions to the organization and industry. The DAA recently named Mai a finalist for the 2020 Quanties Difference-Maker Award

Read More From Mai

To see more articles from InfoTrust Industry Team Lead Mai AlOwaish, click below.
Facebook
Twitter
LinkedIn
Email

Other Articles You Will Enjoy

Back to Basics: Audit and Implementation

Back to Basics: Audit and Implementation

Wondering what an audit and implementation is or why you should consider conducting one for your organization? Today, we’re going back to the basics…

How to Migrate Universal Analytics Events to Google Analytics 4

How to Migrate Universal Analytics Events to Google Analytics 4

With the latest Google announcement about sunsetting Universal Analytics (UA) in the second half of 2023 (effective July 1 but there will be an…

5 Core Differences between Universal Analytics and Google Analytics 4

5 Core Differences between Universal Analytics and Google Analytics 4

In March, Google announced that it will sunset Universal Analytics (UA) in 2023. This change means you need to start the transition to Google…

Universal Analytics to Sunset in 2023: Get Ready for Google Analytics 4

Universal Analytics to Sunset in 2023: Get Ready for Google Analytics 4

Summary Google recently announced that Universal Analytics (UA; the current iteration of Google Analytics) will stop processing data in the second half of 2023, with the…

Google Analytics 4 Reporting: Locating Reports

Google Analytics 4 Reporting: Locating Reports

If you’re thinking the Google Analytics 4 (GA4) reporting interface has changed quite a bit, you are not alone. Upon initial login the interface…

5 Benefits of Using Google Firebase

5 Benefits of Using Google Firebase

What Is Firebase? Firebase is Google’s Backend-as-a-Service (BAAS) solution for mobile app development. Originally, it was developed and launched in 2011 by Firebase Inc….

Firebase Tools & Features: In-App Messaging

Firebase Tools & Features: In-App Messaging

What Is Firebase? Firebase is Google’s Backend-as-a-Service (Baas) solution for mobile app development. Originally developed and launched in 2011 by Firebase Inc, it was…

Google Analytics 4 Privacy Updates: What They Mean For Your Business

Google Analytics 4 Privacy Updates: What They Mean For Your Business

2022 has been a busy year for Google Analytics (GA) in the domain of privacy. In February, the Austrian DPA announced the use of…

All About Firebase Dynamic Links – Manage Your Mobile App Campaigns Better

All About Firebase Dynamic Links – Manage Your Mobile App Campaigns Better

The Challenge: Why Do We Need Dynamic Links? With hardware and technology advancement, our leads and customers are consuming content faster with each passing…

Get Your Assessment

  • This field is for validation purposes and should be left unchanged.

Talk To Us

Talk To Us

Receive Book Updates

Fill out this form to receive email announcements about Crawl, Walk, Run: Advancing Analytics Maturity with Google Marketing Platform. This includes pre-sale dates, official publishing dates, and more.

Our website uses cookies and may collect user information to provide a good experience. Read our Privacy Policy here.

Search InfoTrust

Leave Us A Review

Leave a review and let us know how we’re doing. Only actual clients, please.