#132 The impact of AI on digital experience (with Yali Sassoon at Snowplow)
Will Hayes-30 Oct 2025
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Google Analytics
Google Analytics platform, including GA4, Universal Analytics, and GA360 (274 posts)
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You can't buy data strength. You build it.
Google made data strength central at GML 2026 and now measures it in Google Ads. But it is not a setting you switch on. Here is what actually builds it.
Mark Rochefort-
Integrating web analytics with CRM for Charles Stanley
How Charles Stanley unified customer data with a Google Cloud solution, improving journey visibility, data reliability, and personalised marketing.
Nasima Khatun-
#132 The impact of AI on digital experience (with Yali Sassoon at Snowplow)
Yali Sassoon joins The Measure Pod to discuss Snowplow’s growth, AI innovation, data challenges, and the future of user experience.
Will Hayes-
#131 From raw export to insight-ready data (with Johan van de Werken at GA4Dataform)
Johan van de Werken joins The Measure Pod to discuss GA4Dataform, BigQuery, and the future of analytics engineering and automation.
Will Hayes-
#130 GenAI in action: Cloud DevOps and Tagassistant.ai (with Mark Edmondson)
In this episode of The Measure Pod, Dara and Matthew sit down with Mark Edmondson, AI Engineer, founder of Sunholo, Aitana, and board member at 8-bit-sheep.
Will Hayes-
#129 The impact of AI on digital analytics and user privacy (with Brian Clifton)
In this episode of The Measure Pod, Dara and Matthew sit down with Brian Clifton, the former Head of Web Analytics at Google (EMEA), author, and founder of Verified-Data.com and Advisor to Piwik PRO.
Will Hayes-
Measurelab awarded Google Cloud Marketing Analytics Specialisation
At the start of the year, if you’d asked us whether Measurelab would be standing shoulder to shoulder with Europe’s biggest consultancies by September, we would've been surprised. Not because we don't believe in ourselves, but because these things feel so distant - until suddenly, they’re not. So, here it is: we’ve been awarded the Marketing Analytics Services Partner Specialisation in Google Cloud Partner Advantage. What’s the big deal? In Google’s own words (with the obligatory Zs): “Spec
Will Hayes-
#128 MCP servers in digital analytics (with Gunnar Griese at 8-bit-sheep)
In this episode of The Measure Pod, Dara and Matthew sit down with Gunnar Griese from 8-bit-sheep to discuss MCPs and their growing role in digital analytics.
Will Hayes-
BigQuery AI.GENERATE tutorial: turn SQL queries into AI-powered insights
BigQuery just got a major upgrade, you can now plug directly into Vertex AI using the new AI.GENERATE function. Translation: your analytics data and generative AI are now best friends, and they’re hanging out right inside SQL. That opens up a whole world of new analysis options for GA4 data, but it also raises some questions: * How do you actually set it up? * What’s it good for (and when should you avoid it)? * Why would you batch the query? Let’s walk through it step by step. Step 1: H
Katie Kaczmarek-
GA4 Dataform integration: how Springer Nature modernised analytics with Measurelab
The Springer Nature Group is an academic publishing company, with brands dating back to 1842, that advances scientific discovery by publishing robust and insightful research, supporting the development of new areas of knowledge, making ideas and information accessible around the world, and leading the way on open access. The challenge Springer Nature needed to migrate their Universal Analytics dashboards to GA4 data. Their reporting relied on multiple stacked scheduled queries in BigQuery tha
Steven Elliott-
#127 Ensuring robust data collection - lessons from Trackingplan (with Josele Perez)
In this episode of The Measure Pod, Dara and Matt welcome Josele Perez, co-founder of Trackingplan, to dive into the evolving challenges and opportunities in data collection.
Will Hayes-
#126 First-party data strategy - a client side perspective (with Roman Petrochenkov at Carwow)
In this episode of The Measure Pod, Dara and Matt sit down with Roman Petrochenkov, a seasoned marketing analytics leader with deep expertise in data strategy and measurement.
Will Hayes-
#125 Proactive pipelines - the power of shifting left (with Chad Sanderson at Gable)
In this episode of The Measure Pod, Dara and Matt are joined by Chad Sanderson from Gable.ai, a seasoned expert in the data space with a diverse background ranging from journalism to data science.
Will Hayes-
How to start forecasting in BigQuery with zero training
If you’d told me five years ago that I’d be forecasting product demand using a model trained on 100 billion time points… without writing a single line of ML code… I probably would’ve asked how many coffees you’d had that day ☕️ But its a brand new world. And it’s possible. Let me explain What is TimesFM? TimesFM is a new foundation model from Google, built specifically for time-series forecasting. Think of it like GPT for time, instead of predicting the next word in a sentence, it predicts t
Katie Kaczmarek-
#124 Transforming tag management with server-side GTM (with Denis Golubovskyi at Stape)
In this episode of The Measure Pod, Dara and Matt are joined by Denis Golubovsky from Stape.io, the team making server-side Google Tag Manager implementation as simple as the click of a button.
Will Hayes-
#121 Using Dataform and DBT in modern analytics (with Verónica Delgado-Benito at Springer Nature)
In this episode of The Measure Pod, Dara and Matt are joined by Verónica Delgado-Benito to chat through her journey from molecular biology PhD to data analyst at Springer Nature.
Will Hayes-
#120 Marketing analytics updates and a BigQuery health check
In this episode of The Measure Pod, Dara and Matt dive into a whole mix of marketing analytics news and musings. From new BigQuery features and GA4 updates to ChatGPT integrations and data quality best practices.
Will Hayes-
Easy ways to prepare your BigQuery warehouse for AI
You’ve probably heard that AI is coming to make our lives easier, especially in tools like BigQuery. But here’s the thing: AI isn't magic. If you want it to be accurate and useful, you need to set it up for success. One of the best ways to do that? Improve the metadata in your BigQuery warehouse. Metadata is like the index or contents page in a book, it quickly tells you exactly what’s inside and where to find it. Creating clear metadata means AI can more easily understand your data warehouse
Katie Kaczmarek-