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Strategic Planning For Marketing Analytics In 2024 [Video]

Categories
Marketing Analytics and Reporting

Strategic Planning For Marketing Analytics In 2024

Join Alan Morte, President of Three Ventures as he exposes strategies for financial planning with Marketing Analytics in 2024 based on all client experiences and feedback from 2023. There are two schools of thoughts: risk averse vs risk tolerant. Details on each below.

For the Risk-Averse: solving the challenges of GA4 with the reporting interface, thresholding and sampling. Emphasis here is placed on importing data to BigQuery and standing up reporting with Looker Studio (we recommend Tableau as you’ll run into issues long term with Looker Studio). The goal is to put the reporting that was easily accessible in universal analytics back in the hands of marketing and executives.

For the Risk-Tolerant: Taking ownership of business data given GA4, the villainization of cookies, increased privacy regulation in the EU with GDPR & DMA. Specifically, considerations include solutions where SLAs for data ownership of marketing and customer data are in place. The goal is to not be caught in a pickle when “freemium” platforms make fundamental changes which would handcuff marketing or analytics operations that are used for understanding customer growth, forecasting, etc. A la, GA4. We recommend exploring Adobe Analytics (Adobe experience cloud) for those ready to embrace a more comprehensive analytics platform, offering advanced capabilities for detailed and expansive data analysis. HIPAA clients are also considering CDP solutions such as FreshPaint.io.

Follow Up Video From:
https://youtu.be/f5Ilnp4XPhc

Learn More:
https://threeventures.com/marketing-analytics-consulting/

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