#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
Testing
QA and validation (101 posts)
101 posts tagged with "Testing"
#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
#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•30 Oct 2025
#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•17 Oct 2025
#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•3 Oct 2025
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
#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•5 Sept 2025
#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•22 Aug 2025
#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•8 Aug 2025
#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•25 Jul 2025
#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•11 Jul 2025
#123 Why teams are turning to warehouse-native analytics (with István Mészáros at Mitzu)
In this episode of The Measure Pod, Dara and Matt are joined by István Mészáros, founder and CEO of Mitzu - a company who have built a warehouse-native product analytics solution.
Will Hayes•20 Jun 2025
#122 Digital transformation in the age of AI (with Antony Mayfield at Brilliant Noise)
In this episode of The Measure Pod, Dara and Mattew are joined by Antony Mayfield to talk about what 15+ years of digital transformation work actually looks like and how it’s changed.
Will Hayes•6 Jun 2025
#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•23 May 2025
#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•2 May 2025
#119 Google Cloud Next 25 roundup
In this episode of The Measure Pod, Dara and Matthew take the reins and dive into the biggest takeaways from Google Cloud Next 2025.
Will Hayes•18 Apr 2025
#118 Dan & Bhav’s farewell, best moments & a game of guess who
In this special episode of The Measure Pod, Dan and Bhav bid farewell as they step back from the show, making way for Dara to take the helm as a familiar voice returning to the podcast.
Will Hayes•14 Mar 2025
#117 Marketing incrementality, attribution & ROI optimisation (with Jorge Roberto Ahumada Garcia @ Coppel)
In this week's episode of The Measure Pod, Dan and Bhav are joined by Jorge Ahumada Garcia from Coppel, one of Mexico’s largest retailers and banks.
Will Hayes•28 Feb 2025
#115 Lessons from a data science content creator (with Egor Howell @ Deliveroo)
In this week's episode of The Measure Pod, Dan and Bhav are joined by Egor Howell, a rising voice in data science and content creation.
Will Hayes•31 Jan 2025
#114 Sanity over vanity - focusing on metrics that matter (with Ole Bossdorf @ Project A)
In this episode of The Measure Pod, Dan and Bhav are joined by Ole Bossdorf, an analytics expert at venture capital firm Project A, which boasts a portfolio of over 120 companies.
Will Hayes•17 Jan 2025
#113 MMM, MTA and the future of marketing measurement (with János Moldvay @ Funnel)
In this week's episode of The Measure Pod, Dan and Bhav are joined by János Moldvay from Funnel to dive into the intricacies of Marketing Mix Modeling (MMM), Multi-Touch Attribution (MTA), and the future of marketing measurement.
Will Hayes•13 Dec 2024
#112 Product analytics tool assessment
In this week's episode of The Measure Pod, Dan and Bhav dive into the intricate world of product analytics.
Will Hayes•29 Nov 2024
#111 ROI of analytics and GA’s gravy train (with Adam Greco @ Amplitude)
In this episode of The Measure Pod, Dan and Bhav welcome back Adam Greco from Amplitude.
Will Hayes•15 Nov 2024
You’re sitting on a SQL time bomb: defuse it with Dataform
Learn how Dataform can solve the challenges of outdated SQL, improving data reliability, scalability, and efficiency for marketing teams.
Matthew Hooson•23 Oct 2024
#109 The analytics of PlayStation (with Gabor Mester @ Sony)
In this week's episode of The Measure Pod, Dan and Bhav had the pleasure of speaking with Gabor Mester, a seasoned analytics professional who has spent over 13 years at Sony, specifically with PlayStation.
Will Hayes•11 Oct 2024
#108 The death of accuracy: an obituary
In this week's episode of The Measure Pod, Dan and Bhav reflect on insights gained from MeasureCamp London, and dive into the thought-provoking topic of "the death of accuracy."
Will Hayes•27 Sept 2024
#107 Analytics: from cost to profit centre (with Steen Rasmussen @ IIH Nordic)
In this week's episode of The Measure Pod, Dan and Bhav welcome back Steen Rasmussen from IIH Nordic, a previous guest known for his insightful perspectives.
Will Hayes•13 Sept 2024
#106 What an ideal expert analyst looks like
In this week's episode of The Measure Pod, Dan and Bhav explore the concept of what a senior analyst looks like and how to reach that level in your career.
Daniel Perry-Reed•30 Aug 2024
#105 A web analyst’s guide to app analytics (with Juliana Jackson @ Monks)
In this week's episode of The Measure Pod, Dan and Bhav are joined by Juliana Jackson, who has a diverse background in sales, product, training, and analytics.
Will Hayes•16 Aug 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
#103 Modern marketing (with Ken Williams @ DiveTeam)
In this week's episode of The Measure Pod, Dan and Bhav are joined by Ken Williams from DiveTeam to discuss modern marketing and measurement strategy.
Will Hayes•19 Jul 2024
The life of Brian: Measurelab's generative AI journey
How Measurelab put our structures and policies in place around generative AI and how our exploration of the technology led us to the create Brian, our very own generative AI assistant
Matthew Hooson•9 Jul 2024
#102 Data is a road trip, not a destination
In this week's episode of The Measure Pod, Dan and Bhav discuss the concept of treating data as a journey, not just a destination.
Will Hayes•5 Jul 2024
Behind the Cloud: Dataform, what is it and why does it matter?
In this episode of Behind the Cloud, Matt discusses Dataform, what it is, and why it matters. Video transcript Cloud Data Warehousing [00:00:00] Matt: Welcome to Behind the Cloud. Today we’re exploring data form, but first a little bit of scene setting. Over the past number of years, cloud computing, specifically cloud data warehousing, has advanced significantly. Huge amounts of data can be queried in seconds. The scalability of the platforms is near infinite from both a performance and a
Matthew Hooson•26 Feb 2024
#97 The future of event data (with Timo Dechau @ deepskydata)
In this week's episode of The Measure Pod we spoke with Timo Dechau, a product manager and analyst with a unique perspective on event tracking.
Will Hayes•9 Feb 2024
#95 Analytics on form (with Alun Lucas @ Zuko Analytics)
In this week's episode of The Measure Pod we spoke with Alun Lucas, the Managing Director at Zuko Analytics. We spoke specifically about webforms, and the optimisation tool Zuko has built to help businesses.
Will Hayes•19 Jan 2024
#94 Why don't people understand tech SEO and analytics? (with Matt Jones @ Freelancing Friends)
In this week's episode of The Measure Pod we spoke with Matt Jones, a Technical SEO freelancer, and creator of the Freelancing Friends community and podcast.
Will Hayes•12 Jan 2024
#93 GA4, the CDP of the future you didn’t know you had (With Rick Dronkers @ Data to Value)
In this week's episode of The Measure Pod we welcomed Rick Dronkers back from Data to Value. We talked about all things CDP and GA4.
Will Hayes•5 Jan 2024
#92 Christmas Special: Year in review and predictions for 2024
In this week's episode of The Measure Pod, it's our Christmas special! Dan and Bhav discuss the highs and lows of the past year, and predictions for 2024.
Will Hayes•22 Dec 2023
#91 Warehouse native analytics (with Adam Greco @ Amplitude)
In this week's episode of The Measure Pod we spoke to Adam Greco from Amplitude. We talked specifically around warehouse native analytics, and whether it's a passing trend or an integral part of the future.
Will Hayes•15 Dec 2023
How to set up an SFTP Server on Google Cloud (for Google Analytics data import)
How to set up an SFTP server on Google Cloud platform – with the necessary steps for public key authentication required by the Google Analytics Data Import.
Mark Rochefort•1 Dec 2023
Connecting GPT to BigQuery: Zapier AI actions
Using Zapier AI automation, we aim to build our very own GPT capable of grabbing data from BigQuery for analysis.
Matthew Hooson•20 Nov 2023
#90 Self-serve analytics: yay or nay
In this week's episode of The Measure Pod, Bhav reflects on his biggest career failure: self-serve analytics. They discuss the challenges and complexities of implementing self-serve analytics in organisations, highlighting the factors that contribute to its success or failure.
Daniel Perry-Reed•13 Oct 2023
#88 Analytics as a data product (with Weiting Xu @ Cazoo)
In this week's episode, we dive into the fascinating world of analytics as a data product. Our guest, Weiting Xu, shares their insights and experiences as the head of data at Cazoo.
Daniel Perry-Reed•29 Sept 2023
#87 A/B testing controversies and generative AI (with Shaun McGirr @ Dataiku)
In this week's episode of The Measure Pod, we speak with Shaun McGirr from Dataiku. We explore the world of A/B testing, experimentation, and the future of analysts' roles as generative AI becomes more prevalent.
Daniel Perry-Reed•22 Sept 2023
#86 The evolving challenge of SEO measurement (with Alex Harvey @ ASOS)
In this episode Dan, Dara and Bhav had the pleasure of chatting with Alex, Head of SEO & Marketing Technology at ASOS.
Daniel Perry-Reed•15 Sept 2023
#85 Who cares about data literacy?
Join Dan, Dara and Bhav dive into the topic of data literacy, discussing the importance of data curiosity, data storytelling, and effective data communication.
Daniel Perry-Reed•8 Sept 2023
#84 The future of product analytics tools
Join Dan, Dara and Bhav discuss the future of product analytics tools and the intersection between product analytics and marketing analytics.
Daniel Perry-Reed•1 Sept 2023
#83 GA is dead, long live GA!
In this week's episode of The Measure Pod, Dan, Dara and Bhav delve deep into the transition from Universal Analytics (UA) to Google Analytics 4 (GA4).
Daniel Perry-Reed•25 Aug 2023
#82 The person in personalisation (with David Mannheim @ Made With Intent)
Dan, Dara and Bhav are joined by David Mannheim (founder of Made With Intent and author of The Person In Personalisation) to talk about the world of personalisation.
Daniel Perry-Reed•18 Aug 2023
How to create new events in GA4 (using the UI)
Google Analytics 4 (GA4) gives users the ability to create new events or modify existing events through the use of the GA4 user interface. This is a fantastic add-on available to all and will be welcomed by those who are not familiar with their existing tag management system or do not have the relev
Olade Honvo•21 Jul 2023
#80 A chat about $PodcastSubject with $GuestName (with Rasmus Houlind @ Agillic)
This week Dan and Dara are joined by Rasmus Houlind - author of the book Hello $FirstName and CXO at Agillic.
Daniel Perry-Reed•12 May 2023
Why you should consider Server-Side GTM
It can be daunting and frustrating to add another piece of technology and complexity to your analytics stack. Still, we explain why server-side GTM may be worth the migration.
Matthew Hooson•26 Apr 2023
How to create events in GA4 using the UI
Google Analytics 4 (GA4) now gives users the ability to create new events or modify existing events through the use of the GA4 user interface. This is a fantastic add-on available to all and will be welcomed by those who are not familiar with their existing tag management system or do not have the relevant tech resources available to make some changes in a timely manner. Why would you create an event? First of all, creating a new event keeps you safe from interacting with existing events that
Olade Honvo•11 Apr 2023
#73 Starting a product analytics consultancy (with Bhavik Patel @ CAUSL)
This week Dan and Dara are joined by their first returning guest Bhav Patel! Hear from Bhav what it's like starting a consultancy and whether Google Analytics 4 (GA4) is disrupting the product analytics space.
Daniel Perry-Reed•17 Mar 2023
#71 The Universal Analytics demise timeline and GA4’s latest updates
This week Dan and Dara are once again running solo, to discuss the Universal Analytics (UA) sunset timeline and when you should have Google Analytics 4 in place.
Daniel Perry-Reed•3 Mar 2023
How to use the real-time report in GA4
The real-time report in GA4 is not without its merits. Here's what it is, how it works and how to use it and all of it's features.
Daniel Perry-Reed•16 Feb 2023
#70 Building dashboards like a pro
This week Dan and Dara talk about their experiences in building automated dashboards.
Daniel Perry-Reed•10 Feb 2023
#69 Dry your eyes, say your goodbyes, another one dies, it’s Google Optimize!
This week Dan and Dara talk about the very recent announcement that Google Optimize will be sunset on 30th September 2023.
Daniel Perry-Reed•3 Feb 2023
How to modify events in GA4
How to use the event modification feature in Google Analytics 4 (GA4) to change details about the event without touching the implementation. No coding, no Google Tag Manager, no developers, all done from within the GA4 user interface!
Timothy Gorringe•31 Jan 2023
UPDATE: a six-step framework to server-side GTM migrations
If you’re ready to make the leap to a server-side Google Tag Manager (sGTM) container, we developed the UPDATE framework to help you maximise your chances of a successful switch.
Matthew Hooson•31 Jan 2023
#67 GA4 features we need to see in 2023 (with Usman Qureshi @ Spiralyze)
This week Dan is joined by Usman Qureshi from the CRO agency Spiralyze to discuss all the GA4 features that they need to see in 2023.
Daniel Perry-Reed•13 Jan 2023
#66 Our 2023 predictions for the analytics industry
This week Dan and Dara are chatting about what they think will change in the analytics industry in 2023.
Daniel Perry-Reed•6 Jan 2023
#62 Debunking common cookie consent, GDPR and ePrivacy myths (with Rowenna Fielding @ Miss IG Geek)
This week Dan and Dara are joined by Rowenna Fielding "a warrior on the front line of the fight to defend humanity's rights and freedoms in an increasingly tech dystopia", and helps organisations stitch together technology, law and humanity to make stuff work the way they want it to.
Daniel Perry-Reed•9 Dec 2022
#61 WTF Google?! GA4’s Data API quotas are breaking things!
Dan and Dara are back, and this week are discussing the recent update from Google Analytics where they are now enforcing their Data API quotas.
Daniel Perry-Reed•2 Dec 2022
#60 The inevitable… Google postpones sunsetting GA360
This week Dan and Dara discuss the recent announcement that the sunsetting of GA360 has been pushed back 9 months to the 1st July 2024.
Daniel Perry-Reed•11 Nov 2022
#58 In the GA4 trenches (with Stacey Harper @ Sharper Digital)
This week Dan and Dara are joined by Stacey Harper, a fellow GA4 expert and trainer! They discuss war stories, hidden features and the huge importance of a migration strategy/plan for migrating to GA4.
Daniel Perry-Reed•28 Oct 2022
#54 The current state of play with GA4
This week Dan and Dara reflect on the current state of play with Google Analytics 4 (GA4), with migrations being a hot topic at the moment for Measurelab.
Daniel Perry-Reed•30 Sept 2022
#51 From marketing to milk (with Bastien Eymery @ Lilk)
This week Dan and Dara catch up with Bastien Eymery on his journey from data science, to growth marketer to plant-based milk founder.
Daniel Perry-Reed•9 Sept 2022
#49 Will you still need GA360 in a GA4 world?
This week Dan and Dara chat about assessing the need for Google Analytics 360 in a GA4 world.
Daniel Perry-Reed•12 Aug 2022
#47 Digging into Snowplow (with Jordan Peck)
This week Dan and Dara are joined by Snowplow's Jordan Peck to chat shop about what Snowplow is, how and where it's used, and the differences between Google Analytics.
Daniel Perry-Reed•29 Jul 2022
Can you measure the return on analytics?
Is it possible to show a return on analytics or is seeking ROI a futile folly? If you can't point to directly-attributable revenue, how else might you quantify the contribution of an analytics team?
Dara Fitzgerald•26 Jul 2022
#46 Google Analytics for apps (i.e. Firebase) vs. websites
This week Dan and Dara discuss the differences in setting up and using the data from Google Analytics on apps versus websites.
Daniel Perry-Reed•22 Jul 2022
#45 Forecasting analytics with machine learning (with Richard Fergie)
This week Dan and Dara are joined by Richard Fergie to chat all about forecasting with machine learning models, and the flaws in Google Analytics 4's machine learning approach to watch out for.
Daniel Perry-Reed•15 Jul 2022
#42 Consent Mode and behavioral modelling in GA4
This week Dan and Dara discuss the latest Google Analytics 4 release of behavioural modelling with consent mode - possibly the biggest single update to Google Analytics ever!
Daniel Perry-Reed•24 Jun 2022
MeasureCamp London 2022: our top highlights & lessons
In May 2022, it was the 10th anniversary of MeasureCamp London and a few of us Measurelabbers headed out for a Saturday of analytics discussions, debates and fun!
Daniel Perry-Reed•17 Jun 2022
GA4 event types guide
There are a lot of different types of events in Google Analytics 4 that are not obvious when getting started. This guide details all the different event types and where and when they should be used.
Daniel Perry-Reed•15 Jun 2022
#39 Product analytics and CRAP Talks (with Bhavik Patel)
This week Dan and Dara are joined by Bhavik Patel to talk about the differences and similarities between product and marketing analytics.
Daniel Perry-Reed•20 May 2022
brightonSEO and MeasureFest April 2022: our favourite talks
In April 2022, a few Measurelabbers got together for three days to attend brightonSEO and MeasureFest (an analytics-themed fringe event). After the three days, we all got together to discuss our favourite stand-out talks of the event on The Measure Pod podcast which you can listen to below.
Daniel Perry-Reed•17 May 2022
#38 How do you measure the return on analytics?
This week Dan and Dara discuss how to measure the return on analytics and the different ways that analytics specialists can measure a tangible return for their hard work.
Daniel Perry-Reed•13 May 2022
How to track scroll depth conversions in GA4
Learn how to track scroll depth conversion on specific pages in GA4 without coding or tagging in Google Tag Manager.
Daniel Perry-Reed•29 Apr 2022
#36 Events, events, events - explaining the various GA4 event types
This week Dan and Dara chat through all of the event types Google Analytics 4 has to offer - from automatically collected, to enhanced measurement, to customised.
Daniel Perry-Reed•29 Apr 2022
#34 MeasureFest and brightonSEO - April 2022 debrief (with Liam Grant and Matthew Hooson)
This week Dan and Dara are joined by Liam Grant and Matthew Hooson to chat about their experiences at MeasureFest and brightonSEO.
Daniel Perry-Reed•15 Apr 2022
#33 What to do as the sun is setting on Universal Analytics
This week Dan and Dara discuss the sunsetting of Universal Analytics in 2023. They discuss what the timeframes really mean, and what you'd need to be doing at each stage.
Daniel Perry-Reed•8 Apr 2022
#31 The brightonSEO and MeasureFest story (with Kelvin Newman)
This week Dan and Dara are joined by Kelvin Newman to chat all things brightonSEO and MeasureFest.
Daniel Perry-Reed•18 Mar 2022
#29 Can you track offline marketing in GA?
This week Dan and Dara discuss the intricacies of measuring offline marketing activities in Google Analytics. What the various methods are, and what to look out for when analysing the performance of the offline channels.
Daniel Perry-Reed•4 Mar 2022
#27 Common Google Analytics mistakes to avoid
This week Dan and Dara talk about common Google Analytics mistakes they see time and time again. From using UTMs incorrectly to having analytics siloed away.
Daniel Perry-Reed•18 Feb 2022
#26 App attribution for dummies, and web analysts (with Derek Ooi)
This week Dan and Dara are joined by Derek Ooi to talk about app attribution, and why an MMP is essential.
Daniel Perry-Reed•11 Feb 2022
#25 Dan and Dara’s analytics journey
This week Dan and Dara take a walk down memory lane and chat about how they got into the weird and wonderful world of analytics.
Daniel Perry-Reed•4 Feb 2022
5 new GA4 features we want Google to introduce in 2022
Whether GA4 is the ‘new and improved’ version of Universal Analytics remains to be seen. There are some GA4 features and functionality we’d like to see in 2022.
George Mendham•28 Jan 2022
#21 GA4 features we need to see in 2022 (with George Mendham)
This week Dan is joined by George Mendham to discuss what features Google Analytics 4 needs to reach parity with Universal Analytics (and surpass).
Daniel Perry-Reed•7 Jan 2022
#20 Why you should link GA4 to BigQuery today (with Lace-Chantelle Rogers)
This week Dan and Dara are joined by Lace-Chantelle Rogers to discuss why it's important to link GA4 to BigQuery as soon as possible.
Daniel Perry-Reed•10 Dec 2021
#18 What is analytics maturity today? (with Steen Rasmussen)
This week Dan and Dara are joined by Steen Rasmussen from IIH Nordic to discuss how to approach and access analytics maturity in the modern era since COVID-19.
Daniel Perry-Reed•26 Nov 2021
#16 The quantified self: Whoopcast (with Steven Elliott)
This week Dan and Dara are joined by Steven Elliott, our Managing Director. Steve discusses how tracking data about his body and exercise has enabled him to run experiments that have optimised his sleep and recovery.
Daniel Perry-Reed•12 Nov 2021
How to write a value to a cookie using GTM
Learn how to create and set cookies using Google Tag Manager using this simple script and a Custom HTML tag.
Victor Sarker•10 Nov 2021
#15 When is GA not the answer?
This week Dan and Dara discuss various situations when GA is not the answer. Whether it's navigating gaps in data collection, or forcing types of data analysis that don't quite work.
Daniel Perry-Reed•5 Nov 2021
#14 How COVID-19 impacts data analysis (with Jake Birch)
This week Dan and Dara are joined by Jake Birch, Lead Analytics Consultant at Measurelab. They discuss how COVID-19 has affected how he has analysed data for his clients over the last 18+ months.
Daniel Perry-Reed•29 Oct 2021
#12 Why impartiality is important in marketing analytics (with Mark Rochefort)
This week Dan and Dara have guest Mark Rochefort, Technology and Operations Director at Measurelab. They discuss why being impartial is vital in marketing analytics and the skills becoming more important to spot unconscious and conscious biases when working with data. The article from G
Daniel Perry-Reed•15 Oct 2021
How to integrate Optimizely with GTM & Universal Analytics
If you want to integrate your Optimizely experiment and variation data with Google’s Universal Analytics via Google Tag Manager, you will soon see that the official documentation assumes a custom‑coded implementation. It then instructs you to edit your GA pageview tag directly. If you are using Google Tag Manager, then you obviously will not want to follow this guidance as you probably have the Google Analytics pageview tag in a tag template. It is always advisable to keep custom JavaScript an
Steven Elliott•16 Sept 2016
Google Analytics 360 Suite: what it is & why it matters
So it's finally happened, Google has brought their enterprise-level analytics offerings together in one neat package: the Google Analytics 360 Suite! What they have done is re-branded Google Analytics Premium as Google Analytics 360 and Adometry as Google Attribution 360, and released 4 all new tools. What’s included in the suite: Google Audience Center 360 (beta) A data management platform (DMP) that helps understand and identify customers across channels, devices, campaigns, etc. Google
Daniel Perry-Reed•15 Mar 2016