Summary In today's episode, I answer a question about what kinds of predictive analytics modeling live inside Google Analytics and why most of it happens behind the scenes. Here's what this means for you. You'll find out that GA4 exposes very little built-in forecasting to end users, so you need to pull data through the…
Summary In today's episode, I walk through why exploratory data analysis is the essential first step when you receive new data from a customer, using a grocery-fridge analogy to make it memorable. Here's what this means for you. Catching data problems early saves you massive amounts of time, money, and the heartbreak of delivering flawed…
Summary In today's episode, I break down the critical difference between analytics and reporting, two terms that are constantly confused but serve very different purposes. Here's what this means for you. You'll stop treating reporting as an afterthought and start using it to guide how stakeholders interpret and act on your data. You'll also learn…
Summary In today's episode, I clarify the crucial difference between automation and artificial intelligence. Here's what this means for you. You'll match each tool to the right problem so you stop wasting time on the wrong technology for the job. You'll also learn these concepts: how automation handles repeatable processes with predictable outcomes, why machine…
In today’s episode, we answer the question, “What does data-driven mean?” Can’t see anything? Watch it on YouTube here. Listen to the audio here: Download the MP3 audio here. Got a question for You Ask, I’ll Answer? Submit it here! Subscribe to my weekly newsletter for more useful marketing tips. Find older episodes of You…
Summary In today's episode, I unpack what being data-driven really means using a GPS analogy and why most companies aren't actually data-driven today. Here's what this means for you. You'll gain a sharper lens for separating true data-driven tools from software that only reports on the past. You'll also learn these concepts: how real data-driven…
Summary In today's episode, I explain why now is the time to migrate from Universal Analytics to Google Analytics 4 and break down what makes the transition feel more daunting the longer you wait. Here's what this means for you. You discover a clear timeline plus a simple forcing strategy that gets you fluent in…
Summary In today's episode, I walk through how to examine search terms in bulk to uncover what drives traffic to a website over time. Here's what this means for you. You gain a reliable framework for turning raw search data into forward-looking marketing forecasts you can time campaigns against. You'll also learn these concepts: how…
Summary In today's episode, I walk through how Google Analytics 4 handles social media advertising and attribution with a live demo of the platform's interface. Here's what this means for you. You'll learn practical techniques for setting up conversions, choosing attribution models, and avoiding common UTM mistakes that distort your data. You'll also learn these…
Summary In today's episode, I break down how to present analytics to marketing managers and creative teams by framing your data around what drives their paychecks and bonuses. Here's what this means for you. You transform analytics presentations from ignored reports into compelling sales pitches by tying every insight directly to someone's personal incentives and…
