2-day workshop gets you on Google’s new analytics stack
Ottawa May 17-18. Invitation-only rate $1995 + tax
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Not another Powerpoint snoozefest. Come away with:
- An implementation of Google’s stack that uses your own data to show your marketing ROI.
- Hands-on experience with the GA4 interface, learning its strengths and its limitations for B2B.
- The ability to display any marketing KPI. Satisfy your company’s leadership by slicing the data pie exactly how they want to see it.
- Dashboards that visualize the relationship of marketing dollars to profits, no matter how long the sales cycle.
Use the free* enterprise-grade tools that come with GA4 to make your own dashboards
Google’s Universal Analytics (also known as GA3) goes away on June 30, 2023. GA4 is built on an even more powerful platform than GA3, but its stripped-down UI doesn’t show the most valuable insights. Don’t hold your breath waiting for them; they aren’t coming.
This goes against what most companies with offline sales want – B2B needs to knows how marketing spend relates to revenue that closed months later. GA4’s default reports take a big step backward here. But you don’t have to dread what’s coming in 2023, you can use GA’s evolution as a way to take control over how you analyze your data, through our GA Fast4wardTM program.
Meet your facilitator
Glenn Schmelzle is a marketer, husband, hockey dad, and a data collector. In 2005 he started using what became Google Analytics, becoming certified in every version, including GA4. This, and a desire to help companies in their paid marketing, led him to open Marketing What’s New in 2013. Shortly after, he started sharing tweets to engage marketers everywhere in a conversation about this, which led to the Funnel Reboot podcast. Glenn holds a BA from the University of Toronto, and an MBA from Clarkson University with further marketing studies in the UK.
A rare opportunity for marketers to analyze the whole funnel
We must accept that there is no upgrade for Universal Analytics (UA). The good news is that the platform that replaces it lets you reclaim the UA reports you’re about to lose, by building your own dashboards. You can do this by using Google Tag Manager, Google Data Studio and the Google Cloud platform, which all come bundled with GA4.
Google has released this suite practically for free*, giving us the opportunity to step up from screengrabs and spreadsheets. Take charge of ad platform and Marketing Automation/CRM system data, getting a big-picture view at a fraction of the cost of hiring a full-service agency or external consultant. It even enables us to leverage Google’s Data Science tools in-house, leveraging AI for deep analytics and training of ad platform algorithms. Given all these capabilities, why would you just have data on the marketing Google knows about when you can harness the potential of all your marketing data!
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* Google Cloud has charges based on processing-cycles. For most companies, this is fully offset by monthly usage credits.9