From metrics to magic: Leveraging analytics to transform your digital marketing game

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.