From metrics to magic: Leveraging analytics to transform your digital marketing game

Note: This session is included in the conference ticket, but specific program has not been finalised.

Join Aneta as she explores the importance of data-driven decision making for marketers and its prerequisites. She will guide you through the full spectrum of available data, including web and internal systems, offline and online sources, customer data, and marketing data, while also discussing how these datasets are interconnected. Aneta will also address the major challenges associated with data, such as consistency and governance (e.g., GDPR, ePrivacy, cookies), and highlight some common pitfalls in GA4 data analysis. Additionally, she will compare the evaluation of data across GA4, BQ, and Looker Studio, emphasising the importance of effective integration into a unified system. During this talk, Aneta will demonstrate a practical use case that illustrates how data can be utilised in a marketing campaign, focusing on attribution and incrementality.