One prediction from 2024 that didn’t quite come true was Google Chrome’s total blocking of third-party cookies. When this does happen – Google predicts it will be in 2025 – marketing tags such as Google Analytics, Meta Pixel, and Linkedin Insight Tag will be far less effective at measuring user behavior, and it will be much more difficult to attribute the results of media spend.
Read MoreIf you work in association marketing, you don’t have any easy job. Chronically under-resourced, association marketing departments typically require staff to handle everything from email to paid media to event promotion. This leaves little time for thinking about analytics, even though every association wants to build a culture of accountability.
Read MoreThird party cookies are going away. This is going to have a huge impact on advertiser’s ability to target audiences and correctly attribute sales or leads to ad spend. Moving measurement to the server-side, for the time being, counters this by creating cookies in a “first party context,” meaning they are associated with the domain of your site.
Read MoreIn Google Analytics 4, you have to wait 24 hours to get report data. Using BigQuery on the Google Cloud Platform, you can get same-day data easily exported.
Read MoreWe still see a near complete reliance on last-touch attribution for assessing marketing channel performance and making investment decisions. There are much more effective means for attributing the true source of conversions in 2024.
Read MoreBig changes are afoot in the world of web analytics. Both Apple and Google are taking steps to block third party cookies from web browsers. While this change will be largely invisible to users, it will have a significant impact on publishers and merchants who want to understand how visitors reach their sites — and how well their advertising is working.
Read MoreGet more out of your web analytics without paying $150k
Is your digital advertising working? For the vast majority of ecommerce companies out there, the answer seems simple enough: Facebook and Google are happy to tell you which ads lead to conversions, and the free version of Google Analytics has pretty good attribution modeling tools built in.
Read MoreFollow these simple steps to track HubSpot forms as Facebook events for conversion tracking and audience building.
Read MoreThe principle of the Nirvana Fallacy holds that if perfection can’t be attained, why bother trying?
It’s easy to associate this with business cultures that are intolerant of failure or averse to new ideas. But certainty is also demanded from more forgiving organizational cultures. On the face of it, this expectation of certainty seems reasonable. If you are to invest a great deal of time and effort into a particular venture, shouldn’t you be very certain, or at least very close to it?
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Sherlock Holmes, Donald Trump, and the Data Science Paradox
Yes, “deducive” is a real word. And it’s the name we chose for our company. We chose it for its rational correlation to logic and the scientific method, as well as its emotional connection to a great fictional sleuth. But, in data science terminology, it may have been a bad choice.
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