#135 Twelve highlights of 2025 and future predictions
Dara and Matthew recap 2025 with 12 top highlights, AI, analytics, and the best moments on The Measure Pod.
Will Hayes•19 Dec 2025
Measured Opinions #5: What is a UTM and why is it so important?
Daniel Perry-Reed•20 August 2021•16 min listen
This week Dan and Dara discuss Google Analytics' infamous UTMs. They talk about what they are and why they're important in having good, reliable and clean data.
Google Analytics documentation on the Campaign Timeout can be found at https://bit.ly/3gyBLr1.
The post Dan mentions around UTM meaning 'yoU Tell Me' is https://bit.ly/3iZ1Kcz from Christopher S Penn.
In other news, Dan goes out to the cinema and Dara stays in playing poker!
Leave a rating and review in the places one leaves ratings and reviews, or suggest a new topic by emailing Dan and Dara at hello@measurelab.co.uk.
Suggested content
#134 Building AI agents, from consciousness to collaboration (with Daniel Hulme at WPP)
AI expert Daniel Hulme, founder of Satalia, shares his journey from UCL PhD to entrepreneur, discussing AI, consciousness & deep tech.
Will Hayes•28 Nov 2025
#133 The role of AI in analytics (with Juliana Jackson at Jellyfish)
Dara and Matthew chat with Juliana Jackson on her journey, product mindset, and how AI is shaping modern analytics.
Will Hayes•13 Nov 2025