Report Lab

There have been huge changes over the last few years that have impacted how digital marketers can collect and track user data.

 

Users browsing across multiple devices and data regulations like GDPR, have dramatically reduced the ability to track users and gain visibility of their online journey. These changes also impact how we can advertise to users as without cookies, the ability to target audiences and measure the results has been dramatically reduced.

This makes it difficult to know which channel campaigns are converting your customers and from there, where you should invest your marketing budget. With those factors in mind, our data and privacy hub has all the information you need to increase the accuracy of your digital marketing activity in the post-cookie world.

Collecting, injecting, modelling, and activating data in GA4, ready for the cookieless future (GA4 Summit Series)

 

Knowing people have struggled with issues using Google Analytics 4, we collaborated with our Google Partners to present the ‘GA4 Summit: Getting the most out of Google Analytics 4 in a post-cookie world’.

What you will learn:

  • Collect: How GA4 works and why you should collect better data
  • Inject: Why you should inject first-party data into GA4
  • Model: How in-platform and out-of-platform models are applied and why they improve upon ‘raw’ data
  • Activate: How and why you should activate enriched data in GA4
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The context

What has led digital marketing into a post-cookie world.

What you need to know about first-party data

We explain the difference between first, second and third-party data, and why first-party data is becoming increasingly important.

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How GA4 works and why you should collect better data (GA4 Summit Series video)

Our Head of Analytics explains how GA4 helps digital marketers to transition to cookieless measurement and activation.

Watch here

The end of third-party cookies and the future of privacy (podcast)

In this podcast episode, Search Laboratory’s Founder, Ian Harris and the team discuss the phasing out of third-party cookies and the future of privacy. They explore the effects of changes to tracking and analytics and what marketers should be doing right now.

Listen here

Integrating your tech stack

Integrating your technology stack allows the data you do collect to be shared across platforms, creating a more holistic view of the customer journey.

GMP and data integration: how does it work?

Learn how each tool within the Google Marketing Platform integrates with one another, and how this can be used to improve your digital strategy.

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Why you should inject first-party data into Google Analytics 4 (GA4 Summit Series video)

Learn what ‘first-party data’ means, three different ways to inject first-party data into GA4, and how server-side Google Tag Manager can enhance your analytics.

Watch here

Why digital marketers should unify online and offline customer data

Our Data Solutions Architect explains how unifying online and offline data, is the solution for understanding who your ideal customers are.

Read it here

Activating data

Using your data to shape and inform your digital marketing strategy improves ROI and reduces costs. Find out how to activate your data for better results.

Using search data to inform your product strategy

Integrating search data into your wider business strategy can mean greater success. Find out how to use this data to improve your product strategy.

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How to use your returns data to boost profits and overall website performance

Discover, with help from our Head of Data Science, how moving closer to your returns data can help boost profits and streamline your digital marketing strategy.

Read it here

First-party data is incredibly valuable – why are you wasting yours?

Our Head of Paid Media shows how first-party data can be used to improve your advertising campaigns for both ecommerce and lead generation websites.

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How and why you should activate enriched data in GA4 (GA4 Summit Series video)

Our Head of Digital Strategy shows how GA4 is the conduit for data activation, delivering stronger, holistic, and more future-proofed results for marketing campaigns.

Watch here

Data engineering

The data we collect is not always instantly usable. Data engineering can involve anything from blending together different data sources in order to track performance better, to creating machine learning models to analyse historical data to predict the value of a lead. Data engineering takes raw data and turns it into actionable insights.

How models are applied in GA4 and why they improve upon ‘raw’ data (GA4 Summit Series video)

A Google Senior Sales Engineer joins our Head of Digital Strategy to look at the different types of modelling available in GA4 and what they can achieve.

Watch here

How machine learning can improve digital performance

We can use machine learning to build advanced marketing solutions. Here are three tools we have developed to improve our clients’ performance.

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Harnessing automation and machine learning to evolve your marketing strategy

Discover how harnessing automation and machine learning can boost performance and evolve your digital strategy for the future of marketing.

Learn more here

Visualisation

Being able to clearly communicate your data and what it means for different stakeholders is key to making informed decisions about how to improve your digital marketing strategy. While the output involves simple, easy-to-read dashboards, the tools and techniques to properly visualise data are often anything but simple.

Five reasons to report using Google Looker Studio

Find out how Google Looker Studio can help you convey the value of your marketing activity to the company stakeholders.

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Business intelligence (BI) in digital marketing

Our Head of Business Intelligence, Mike Walkden, looks at what BI for digital marketing actually involves.

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What to do now

There are steps you can take now to ensure you are ahead of the competition and ready for the eventual redundancy of cookies.

 

Data preservation: digital marketing in a post-cookie era

Our ability to track cookies has diminished. Find out the steps you need to take now to preserve your first-party data.

Read or listen to now

The digital maturity solution to evolving your marketing strategy

Read our digital strategists blog and learn about the digital maturity solution so you can evolve your marketing strategy for the future.

Read here

The expert’s guide to solving common issues in Google Analytics 4

Digital marketers are finding issues using Google Analytics 4. To get the most out of the platform read our solutions to common GA4 problems.

Read the blog here

Future-proofing analytics: Setting up for success with Google Analytics 4 (GA4) (Online workshop)

This workshop explores how GA4 provides advanced solutions to cookieless challenges, showcasing opportunities where you can maintain the richness of your data.

Download it here

Need help with your next steps to preserve data and activate it in your digital marketing?

 

 

 

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