Tag Manager Italia collaborated with CNH to design and implement a global GA4-based data strategy, unifying analytics across their extensive operations. This session explores the whole project, with a focus on how advanced tools like BigQuery and Databricks enabled data centralization, while custom Power BI dashboards and privacy-compliant frameworks empowered informed decisions and enhanced marketing and business outcomes.

This session shares real-world lessons from implementing Google Analytics 4 (GA4) and integrating multi-channel data into BigQuery for an enterprise Retail Media Network. From navigating internal politics and shifting stakeholder landscapes to adapting to evolving requirements and re-scoping complex projects, this talk highlights the critical factors that can make or break large-scale analytics initiatives.

Using BigQuery for GA4 data is nothing new. We have all been exploring or weighing the capabilities of the export to some extent. And we have all been wondering.