AI & ML

Artificial intelligence, machine learning, and automation in analytics and marketing (118 posts)

118 posts tagged with "AI & ML"

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•11 Sept 2025

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•3 Sept 2025

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•14 Jul 2025

Behind the Cloud – Data Preparations in BigQuery

In this episode of Behind the Cloud, Matt explores BigQuery’s new Data Preparation feature, an AI-powered, point-and-click tool for transforming data with ease. From natural language transformations using Gemini to automated workflows and scheduled outputs, learn how Google is simplifying data prep for analytics and machine learning. Video transcript [00:00:00] Hello and welcome to another episode of Behind the Cloud. Today we are gonna look at a feature or a service, or whatever you wanna ca

Matthew Hooson•24 Apr 2025

2024: Measurelab's year in review

Same same but different At the beginning of the year, I wasn't quite sure what Measurelab would look like by the end of 2024. Altman's assistants had just been unleashed. The robots were on the march. Would the analytics arena be conquered by AI? Would we all be replaced by intelligent agents? As it turns out, no. Things are pretty much the same - on the surface at least. And that's no bad thing. After the tumultuous ups and downs of a rollercoaster 2023, I'll take steady, deliberate progress

Steven Elliott•27 Dec 2024

Behind the Cloud: Using Generative AI in the GCP

In this episode of Behind the Cloud, Matthew delves into the world of generative AI in the Google Cloud Platform, highlighting how Google has integrated generative AI features into its various services. Matthew explores the ways generative AI can be used within BigQuery, such as generating SQL queries and Python notebooks! Video transcript Introduction to Generative AI in Google Cloud [00:00:00] Matt: Hello and welcome to another episode of Behind the Cloud. Uh, today we’re going to cover g

Matthew Hooson•30 Jul 2024

The modernisation of marketing and the role of marketing analytics

Navigating the ever-evolving landscape of marketing technology, I've come to terms with a key realisation: marketing analytics is marketing. This acknowledgment hasn't always been easy. Years ago, as a humble web analyst, the lines weren't as blurred. However, with the advent of tools like Google Analytics 4 (GA4), stringent privacy laws such as GDPR, and changing browser policies like those of Safari, the role of a web analyst has transformed significantly. In the old world - us web analysts

Daniel Perry-Reed•19 Jul 2024

Behind the Cloud: GCP foundational best practice

In this episode of Behind the Cloud, Matt explains how to organise GCP projects by specific use cases, how to automate processes, establish clear naming conventions, and follow best practices around security, tagging, and more. Video transcript Introduction [00:00:00] Matthew: Hello and welcome to another episode of Behind the Cloud. We’ve had a little bit of a brief hiatus but now we’re back and we’re going to do another series of videos. Today we’re going to kick off with what arguably sh

Matthew Hooson•27 Jun 2024

Behind the Cloud: What Google Cloud tools should you be familiar with?

In this episode of Behind the Cloud, Matthew aims to answer the question: what are the Google Cloud Platform tools of the marketing analytics trade? And more specifically, what are the tools that you should care about in Google Cloud. For a more in-depth write up on Google Cloud tools, check out Matt’s blog post. Video transcript [00:00:00] Matt: Hello and welcome to today’s episode of Behind the Cloud. We’re going to try and answer the question, what are the GCP tools of the marketing analyt

Matthew Hooson•13 Jan 2024

2023: Measurelab's year in review

2023 was a momentous year for Measurelab. It marked a decade of delivering analytics excellence to the world, a year when we were named one of the UK’s best places to work and became a fully-certified GCP partner, a summer that saw the sunsetting of Universal Analytics, followed by the new dawn of generative AI and the beginning of an augmented analytics era. Into the sunset From the very beginning of January, right up to the deprecation deadline of July 1st, we were swamped with GA4 migratio

Steven Elliott•22 Dec 2023

GA4 app attribution case study: Pret + Adjust integration

Pret a Manger is a brick and mortar chain of coffee shops serving freshly made food and good organic coffee. They have 600+ stores distributed globally and their analytics team is responsible for over 30 million events every month collected across both web and app.  “Measurelab have been a key partner to us as we’ve undertaken a complete overhaul of our app and web analytics. Having access to the wide range of skillsets within the organisation has been invaluable as we’ve embarked on this journ

Mark Rochefort•1 Nov 2023

How to set up GA4’s custom insights and email alerts

What are custom insights? Sometimes the data available in Google Analytics 4 (GA4) can seem a bit overwhelming especially if you have a complex site with lots of users coming and going every day. It can often seem difficult to quickly identify the most important trends or anomalies. Thankfully GA4’s Analytics Intelligence is here to help bring some much needed clarity. This is a group of features that uses modelling to help you understand your data. Insights is one such feature and it comes in

Timothy Gorringe•17 Apr 2023

Data warehouse: Repair broken tables in BigQuery

At Measurelab, we love a bit of data warehousing using BigQuery; in fact, we are obsessed with finding the best approach to managing data warehouses in the most optimal way possible.  So in this series, we want to share with you our knowledge and expertise to show what a fantastic and dynamic tool BigQuery is. As you may know, BigQuery has some super powerful features, which allow us to build, manipulate and even run machine learning algorithms within the interface. However, we’re all human, an

Lace Rogers•8 Mar 2021

Data warehousing: What is BigQuery and how do I get started?

At Measurelab we live and breathe the Google Cloud Platform, so our specialists are experts in Bigquery.  We have decided in this series to share our knowledge and take you through some great techniques to maintain your BigQuery data warehouse.   So firstly-what is BigQuery? BigQuery is a fully-managed, serverless data warehouse that enables scalable analysis over petabytes of data. ...and that means? Simply put, BigQuery is a fantastic cloud-based data warehouse in which you can store huge

Lace Rogers•21 Dec 2020

How recognising images works - when you're an algorithm

There are many different types of image recognition. The main aim of such practises is to correctly match a new picture to an existing group of pictures. In some instances it is not dissimilar to how a clustering algorithm works, in that common features are identified and grouped together (Moosmann et al., 2008). Although several methods of image recognition exist, this blog post will give an overview of the method of facial image recognition that has been patented by Tsai (2004). This inventio

Katy Beckett•15 Dec 2020

Knead that CRO dough into shape, ‘tis the season for the perfect prove

Whether you’re starting on your CRO journey or have been at it for years, chances are you’re after opportunities to give your bottom line a boost during the festive season. Taking some time to plan and carefully curate those optimisation journeys will not only go some way to making sure the additional traffic works better for you, it’ll result in a meaningful set of results and maximise learnings for the post-Christmas wash ups. Having worked 5 years for a well-known UK health and beauty re

Aimée Hart•29 Oct 2018

Toot toot... All aboard the Measurelab train!

In the last couple of months we've had three new starters and I'd like to give them a little nod of recognition, if I may. First up is (Doctor) Dave, who joined us as a Data Scientist in the Summer; he popped along to one of our Brighton Analytics meetups and it just went from there. Dave's background is in terribly clever machine vision stuff - he was recently working in Barcelona (at Universitat Pompeu Fabra) doing Postdoctoral Research involving adaptive image processing algorithms (wher

Mark Rochefort•16 Oct 2018

R For Analytics: A Beginner’s Guide, Part 3

<strong>IMPORTANT: THE PACKAGE HAS BEEN UPDATED BUT ADAM HASN'T HAD TIME TO UPDATE THIS YET! PROCEED AT YOUR PERIL!</strong> Last time, we had a look at how we could use RGA to pull in account details and suchlike. It’s not essential, but I’d suggest you go back and read through it, as it might make some of what we do next a little easier – and, of course, if you haven’t done so already, read the first piece too and follow the instructions enumerated therein to allow you to do, well, any of

Adam Englebright•4 Feb 2015

Google Analytics health check – Part 1: second week guide

Diving into GA health checks Right, now that some of the basic concepts and industry jargon are starting to sound a bit more familiar, things are starting to get interesting – not that last week was boring but this week I’ve been having a go at one of the most important parts of a piece of “initial discovery” for a client: A Google Analytics Health Check. Our approach to health checks In this document, which the team creates for every single one of our clients, we run a detailed audit of the

Juan Barros•17 Nov 2014