Why is Google Analytics 4 the most modern data model available for digital marketing analytics? Rather than simply reporting what has happened, GA4's new cloud integrations enable more data activation, linking online and offline data across all your streams to provide end-to-end marketing data. This practical book prepares you for the future of digital marketing by demonstrating how GA4 supports these additional cloud integrations. Author Mark Edmondson, Google developer expert for Google Analytics and Google Cloud, provides a concise yet comprehensive overview of GA4 and its cloud integrations. Data, business, and marketing analysts will learn major facets of GA4's powerful new analytics model, with topics including data architecture and strategy, and data ingestion, storage, and modeling. You'll explore common data activation use cases and get the guidance you need to implement them. You'll learn: How Google Cloud integrates with GA4 The potential use cases that GA4 integrations can enable Skills and resources needed to create GA4 integrations How much GA4 data capture is necessary to enable use cases The process of designing dataflows from strategy through data storage, modeling, and activation How to adapt the use cases to fit your business needs

These days there is a strong case for Machine Learning in Analytics and everywhere you turn you are presented with case and examples on how ML have made the analysis better, faster and more consistent. But for a man with a new hammer everything looks like a nail and sometimes we forget to draw a line when machine learning is the right tool and when an analyst actually is required to do the job right. Join this session to dive into some big thoughts on how to distinguish what is needed when.

You're listening to this podcast, so you're, obviously, well-attuned to the cutting edge of all things digital. But, in this episode, we're going to discuss a couple (or countless) products/platforms (PaaS — Platforms as a Service! Who knew that was a thing?!) from a little upstart company based in California. Google wouldn't actually return our calls (okay…we didn't call them), so we went with an Even Better Option: Mark Edmondson — Data Insight Developer at IIH Nordic, Google Developer Expert, author of so many R packages he had to write a package just to count them, delightfully accented Brit who now calls Denmark home, and a guy who tried to solve Twitter political discussions through text mining (not kidding — it's discussed in this episode) — joined the gang to do their First Ever three-continent simulcast. For complete show notes, including links to items mentioned in this episode and a transcript of the show, visit the show page.