Getty Images migrated their Data Mart analytics data (DMART) from Google Analytics (Universal Analytics) to Google Analytics 4 (GA4) to get the most out of the new event model and a flexible approach to analysis and reporting. The organization began working with InfoTrust to deliver on a roadmap and engineering solution design to fully utilize GA4 with confidence in their data.
This process allowed the Getty Images team to focus on the strategic use cases that they wanted to achieve with the new data model and saved almost 0.75 FTE per month’s worth of time and effort by the Marketing Ops and Enterprise Data Science teams over the course of this project. Additionally, with GA4 data available in DMART, the Getty team is much more empowered to perform advanced analytics and has a strong base to run predictive modeling to optimize their marketing KPIs.
Download the full case study to read about the amazing results Getty Images saw due to their partnership with InfoTrust.
