Couple of months ago I had the honor to speak at Marketing Analytics Summit. I was supposed to travel to Milan first time ever but as we all know, COVID-19 ruined the plan. So the Summit was all virtual and I did my presentation from home office. My topic was how to do Marketing Mix Modelling and I shared some experiences from Finland. Thanks to my colleagues Ismo Tenkanen, Karita Hakala, Mikko Ervasti and Erik Grönroos, who helped me to collect thoughts for the presentation. You can see my presentation of Marketing Mix Modelling below.
On Wednesday Google announced the new brand in analytics world – Google Analytics 4. My best guess for logic behind this version numbering goes like this: Urchin, classic GA, Universal Analytics and now Google Analytics 4. I really like the new features, like predictive metrics, anomaly detection and automatic / custom alerts, which enables more advanced analysis and action. In this post I’m summarizing a couple of key things and sharing a collection of other resources.
“As we all probably agree, this development was and is much needed in the current privacy-centric, cross-device, cross-channel and machine learning powered world.”
Petri Mertanen
Getting started with Google Analytics 4
If you want to jump in right away and start testing the new GA4, here’s a support document for you. Check out Krista Seiden’s blog post and walkthrough video of the GA4 user interface below.
One really cool thing, in my opinion, is the free BigQuery export to all customers / users! You can read about the integration from Charles Farina’s blog post. Another really nice post from him, with lots of Google Analytics 4 screenshots explained is found here. At the moment, many companies have their marketing data spread all around in different systems. With GA4 BigQuery export AND Supermetrics BigQuery product, you are able to create Marketing Data Warehouse in no time! I will be talking about this and Marketing Mix Modelling during the Marketing Analytics Summit on Tuesday, November 10. If you are interested in joining the event, check out the agenda and feel free to send me a message to receive the discount code.
