Note: This session is included in the conference ticket, but specific program has not been finalised.
We delve into why marketers should make decisions based on data and its prerequisites. Exploring the spectrum of available data, from web and internal systems to offline and online sources, customer data, and marketing data, we discuss the interconnection of these datasets. Addressing challenges in data, including consistency and governance (GDPR, ePrivacy, cookies), we highlight common pitfalls in GA4 data analysis. Furthermore, we compare data evaluation across GA4, BQ, and Looker Studio, emphasising effective integration into a unified system. The talk concludes with a focus on attribution, incrementality, and a practical use case demonstrating data utilisation in a marketing campaign.
Meet your presenter
Connect with Aneta
Aneta is a freelancer specialising in web analytics. With expertise in tools like GA4, GTM, and Looker Studio, she excels in web analytics implementation and reporting. Aneta is passionate about helping companies harness the power of data and actively encourages women to explore and thrive in the realm of web analytics.