The Measure Pod is your go-to podcast hosted by seasoned analytics pros. Join Dara Fitzgerald & Matthew Hooson as they dive into the world of data, analytics and measurement - with a side of fun.
Dara and Matthew cover frontier model updates, Mythos, Google I/O, and AI design tools before officially introducing SEAM - Measurelab's semantic governance layer that sits between LLMs and data sources to deliver consistent, audited answers.
Martin Sahlen, CEO of Alvin AI, joins the Measure Pod to discuss automating BigQuery cost optimisation through billing model arbitrage, with no AI in the engine.
Colin Zima, CEO of Omni & Looker veteran, joins the Measure Pod to discuss revolutionising analytics by integrating AI into modern data tools.
Dara and Matthew cover frontier model updates, Mythos, Google I/O, and AI design tools before officially introducing SEAM - Measurelab's semantic governance layer that sits between LLMs and data sources to deliver consistent, audited answers.
Martin Sahlen, CEO of Alvin AI, joins the Measure Pod to discuss automating BigQuery cost optimisation through billing model arbitrage, with no AI in the engine.
Colin Zima, CEO of Omni & Looker veteran, joins the Measure Pod to discuss revolutionising analytics by integrating AI into modern data tools.
Pentagon drama, Google updates and a deep dive into why Claude keeps winning. Agentic AI is here and it's for everyone.
Dara & Matthew explore AI competition, developer tools, enterprise SaaS governance, and Google's AI strategy and TPU infrastructure edge.
In this episode of The Measure Pod, Dara and Matthew ease into the new year, shake off the podcasting rust, and dive into big-picture ideas about AI’s potential to guide humanity toward a more optimistic, almost Star Trek like future.
Dara and Matthew recap 2025 with 12 top highlights, AI, analytics, and the best moments on The Measure Pod.
AI expert Daniel Hulme, founder of Satalia, shares his journey from UCL PhD to entrepreneur, discussing AI, consciousness & deep tech.
Dara and Matthew chat with Juliana Jackson on her journey, product mindset, and how AI is shaping modern analytics.
Yali Sassoon joins The Measure Pod to discuss Snowplow’s growth, AI innovation, data challenges, and the future of user experience.
Johan van de Werken joins The Measure Pod to discuss GA4Dataform, BigQuery, and the future of analytics engineering and automation.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
In this episode of The Measure Pod, Dara and Matthew take the reins and dive into the biggest takeaways from Google Cloud Next 2025.
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.
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.
In this week's episode of The Measure Pod, Dan catches up with attendees at Superweek 2025 in Hungary, a conference dedicated to data analytics.
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.
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.
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.
In this week's episode of The Measure Pod, Dan and Bhav dive into the intricate world of product analytics.
In this episode of The Measure Pod, Dan and Bhav welcome back Adam Greco from Amplitude.
This week's episode of The Measure Pod was recorded live at MeasureCamp London, where Dan and Bhav discussed the future of analytics, specifically what it could look like in the next decade.
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.
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."
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.
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.
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.
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.
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.
In this week's episode of The Measure Pod it's the end of an era as we bid farewell to our fellow co-host, Dara Fitzgerald.
In this week's episode of The Measure Pod we spoke with Glenn Vanderlinden, co-founder of Human37. We spoke about CDP implementations, and whether or not they are ROI positive.
In this week's episode of The Measure Pod we spoke with Gaurav Tiwari, ex-Meta, currently working as an Engineering Manager at Spotify.
In this week's episode of The Measure Pod we spoke with David Jayatillake, co-founder of Delphi and organiser of the London Analytics Meetup.
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.
In this week's episode of The Measure Pod we spoke with Tim Ceuppens, a creative thinker in the field of data and marketing.
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.
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.
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.
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.
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.
Full show notes, transcript and (NEW!) AI chatbot - https://bit.ly/3tEDQL8. 00:00 Start 00:15 Intro 00:40 Main topic 00:40 What’s the biggest challenge today which will be gone in five years time? 03:42 What will be the biggest challenge in the next five years? 07:53 Outro ----- Episode Summary:
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.
In this week's episode, Dara, Bhav, and Barry dive into the world of product management and analytics. They discuss the importance of integrating analytics into the product development process and how it can enhance decision-making.
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.
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.
In this episode Dan, Dara and Bhav had the pleasure of chatting with Alex, Head of SEO & Marketing Technology at ASOS.
Join Dan, Dara and Bhav dive into the topic of data literacy, discussing the importance of data curiosity, data storytelling, and effective data communication.
Join Dan, Dara and Bhav discuss the future of product analytics tools and the intersection between product analytics and marketing analytics.
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).
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.
Dan and Dara kick off a new season of The Measure Pod by introducing Bhav Patel as a guest co-host and discussing all things marketing and product analytics.
If you also work in an industry like analytics, there's generally very few people who you can really talk to about work stuff. I bet most of us have had something like "do you have Chandler Bing's job?" said to us at some point. Or is that just me? Anyway, to the point. Almost to the day two years ago I wrote about how we set up and launched The Measure Pod - wow, doesn't time really fly! If you've never come across the podcast The Measure Pod, you'd be forgiven. Like a lot of things, it was b
This week Dan and Dara are joined by Rasmus Houlind - author of the book Hello $FirstName and CXO at Agillic.
This week Dan and Dara chat about quantitative and qualitative data, the merits of each type, and how they need to be used together and not siloed away in different teams.
This week Dan and Dara chat about the slow but steady move in Google Analytics 4 (GA4) towards reintroducing older session-based metrics.
This week Dan and Dara are joined by Alexis Nicolas from brīt klik. They discuss the reasons why companies would want to move beyond just using Google Ads to use the GMP, and where GA fits into this.
This week Dan and Dara are back solo this week to talk about the recent news from Google that they are removing most of the rules-based attribution models from GA and Google Ads.
This week Dan and Dara are joined by Phil Gomm and Tony Reeves from Ding, a learning design consultancy.
This week Dan and Dara are joined by Matthew Hooson from Measurelab to talk about server-side Google Tag Manager (sGTM) and the UPDATE framework for migrating over.
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.
This week Dan and Dara are joined by Johan van de Werken, creator of GA4BigQuery.com. They chat about how GA4BigQuery started and where it's going, how Johan moved from letters to numbers.
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.
This week Dan and Dara talk about their experiences in building automated dashboards.
This week Dan and Dara talk about the very recent announcement that Google Optimize will be sunset on 30th September 2023.
This week Dan and Dara are joined by Marc Crawley from Diversita, a recruitment organisation that specialises in advising and empowering neurodivergent data, technology and IT professionals.
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.
This week Dan and Dara are chatting about what they think will change in the analytics industry in 2023.
This week Dan and Dara are joined by Luisa from Jellyfish to help make sense of the recent SKAdNetwork 4.0 release from Apple.
This week Dan and Dara take a look back across The Measure Pod in 2022 and share some numbers and statistics of how it's been going. They also each share their top 5 episodes of the year, and compare notes.
This week Dan and Dara discuss the recent changes announces from Apple on the way they will be copping 1st party cookie lifetimes - even if being being set via server-side GTM.
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.
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.
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.
This week Dan and Dara are joined by Ellen Cole - an award-winning Marketing, PR and Social Media marketer with a focus on inclusivity and accessibility in 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.
This week Dan and Dara are joined by JJ Reynolds to chat about the recent rebranding of Data Studio to Looker Studio and what it means for the rest of us.
This week Dara is joined by fellow Measurelabber Katie to discuss her recent talk at MeasureFest (part of brightonSEO). They run through the talk content around why everyone using GA4 should get onboard with BigQuery.
This week Dan and Dara react and discuss the recent announcement of the schema changes in the Google Analytics 4 (GA4) Data API.
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.
This week Dan and Dara chat with Jim Sterne and chat about the Digital Analytics Association and his long and illustrious career in digital.
This week Dan and Dara chat with Rick Dronkers to talk everything privacy - from compliance and GDPR, to Schrems and Google's stance.
This week Dan and Dara catch up with Bastien Eymery on his journey from data science, to growth marketer to plant-based milk founder.
This week Dan puts Dara in the hot seat for a Who Wants to Be a Millionaire special! Dara is raising money for charity, and Dan has curated 15 challenging questions.
This week Dan and Dara chat about assessing the need for Google Analytics 360 in a GA4 world.
This week Dan and Dara chat about some new cookie settings released in Google Analytics 4.
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.
This week Dan and Dara discuss the differences in setting up and using the data from Google Analytics on apps versus websites.
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.
This week Dan and Dara talk about what they've learned training analytics over the last 10 years.
This week Dan and Dara dive into the world of data retention and the somewhat secret setting that is in Google Analytics 4 and Universal Analytics alike.
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!
This week Dan and Dara are joined by Edward Upton to talk about how Littledata are approaching GA4 with all of their ecommerce clients across Shopify and BigCommerce.
This week Dan and Dara are joined by Mark Rittman to talk about the 'modern data stack' and how the danger with all analytics implementations is the ‘so what’ factor.
This week Dan and Dara are joined by Bhavik Patel to talk about the differences and similarities between product and marketing 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.
This week Dan and Dara chat through how attribution works in Universal Analytics and Google Analytics 4, and the differences between them.
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.
This week Dan and Dara chat about the troubles of tracking too much in Google Analytics, especially when migrating from Universal Analytics to Google Analytics 4.
This week Dan and Dara are joined by Liam Grant and Matthew Hooson to chat about their experiences at MeasureFest and brightonSEO.
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.
This week Dan and Dara are joined by Jenni Stacey to chat SEO measurement and how Google Analytics is (if at all) useful.
This week Dan and Dara are joined by Kelvin Newman to chat all things brightonSEO and MeasureFest.
This week Dan and Dara are joined by Liam Galliers to discuss why you'd have both Adobe Analytics and Google Analytics on your website. They chat about the differences, and who they think the target audiences are for each.
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.
This week Dan and Dara are joined by Peter O'Neill to talk about how he founded MeasureCamp and what the journey was like from the very first one, through COVID, to what the future holds for the analytics unconference.
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.
This week Dan and Dara are joined by Derek Ooi to talk about app attribution, and why an MMP is essential.
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.
This week Dan and Dara discuss where they think the future of Google Analytics is heading. Spoiler alert - like it or not, it's all GA4.
This week Dan and Dara are back together for the first time in 2022 to discuss how they like to keep up to date with the analytics technology, legislation and industry in general.
This week Dan is joined by Tom Woods to discuss all things data-driven attribution off the back of Google Analytics 4 launching DDA as their go-to model.
This week Dan is joined by George Mendham to discuss what features Google Analytics 4 needs to reach parity with Universal Analytics (and surpass).
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.
This week Dan and Dara discuss the relevance of the Google Sheets connector for GA, and if GA4 not having one will be a big deal or not.
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.
This week Dan and Dara discuss Segments in GA. They discuss some good use cases, lesser-known hacks and applications.
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.
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.
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.
This week Dan and Dara talk about server-side GTM. It's come out of beta, so they discuss what it is, why it's important and where it's going.
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
This week Dan and Dara discuss how the access to 'real' data in Google Analytics is becoming more limited due to technology and legislation changes.
This week Dan and Dara dig deep into the ABCs of Google Analytics metrics. Defining what they actually mean and their relevance and/or place in the modern technological age.
This week Dan and Dara chat attribution modelling and how/where/if/when it's useful and important to invest in.
This week Dan and Dara run through an audit for Universal Analytics properties in 15 minutes. They touch on common issues when looking at GA and how to fix them.
This week Dan and Dara discuss the PIVOT framework they've been working on to help people 'pivot' to GA4. Clever, very clever...
This week Dan and Dara discuss the questions you can ask yourself to see if you need to consider upgrading to Google Analytics 360 (GA360).
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.
This week Dan and Dara discuss what makes a good analytics consultant. In other news, Dara is running and Dan is still harking on about skateboarding in the Olympics!
This week Dan and Dara discuss the four things analytics practitioners should consider before rolling out Google Analytics 4 (GA4).
This week Dan and Dara debate the usefulness of the Google Analytics (GA/GA4) Session, and try to see if there is an alternative.
This week Dan and Dara chat about the three key reasons they think we should care about GA4 right now.