Measurementmarketing.io's very own Mercer joins Ralph and Kasim on the Perpetual Traffic podcast to discuss the significance of measurement in digital marketing.
This episode covers the importance of setting up reports that provide insights into what's working and what's not, as well as the Storylytics™️ Framework. This framework allows marketers to define engagement and tell a story through measurement.
The need to understand the platform and use custom parameters to enhance Google's opinion of traffic sources is also a topic of discussion.
Plus, discover how capturing specific events can improve your marketing strategies. Improved marketing strategies means improved bottom-line results.
(Link to original podcast episode)
Here's a breakdown of the episode…
00:00 – Welcome Mercer to Perpetual Traffic
00:00 – Welcome Mercer to Perpetual Traffic
00:02:12 Lack of interest in technical tasks and the importance of measurement
00:06:49 Emphasis on the importance of measurement and overemphasizing it
00:10:47 GA4 and its impressive total of unlimited features
00:20:17 Frustrations of using analytics reports and understanding general trends and patterns
00:27:16 The importance of a proper measurement strategy for Universal Analytics
00:30:33 Using Google Analytics 4 with the Storylytics™️ Framework to define engagement and tell a story through data
00:39:47 Challenges with efficacy of top-of-funnel campaigns in Google Analytics 4
00:46:20 The importance of rebuilding in Google Analytics 4 instead of migrating data from Universal Analytics
00:50:14 Using a measurement strategy to control marketing tools and tell a story
00:53:45 Free resources available to improve measurement strategy and connect with experts
Have a listen!
