Predictive analytics is the use of data and modeling to predict the likelihood of future outcomes based on the historical record. Machine learning algorithms can be used to analyze large quantities of data and predict outcomes at speed. Predictive analytics can be used in almost any field, from climate change to sports. In marketing, they are typically used to predict things like customer behavior, propensity to convert, propensity to churn and campaign performance. The data analyzed can include website and app engagement, customer sentiment and social media activity, as well as contextual da ..read more

The recent shift from “conversions” to “key events” in (GA4) represents a significant change that digital marketers, especially SEO professionals, need to understand and act on. This article explores the implications of this change and insights on how to leverage it to elevate your marketing reporting. Understanding key events in GA4 On March 21, I got an email from a former student who said he’d logged into Google Analytics 4 (GA4) that morning and saw, “Analytics conversions have been renamed key events.”  Google explained: “To distinguish conversions in Google Ana ..read more

It’s been just over a year since Google Analytics 4 (GA4) replaced Universal Analytics (UA). In March of last year, Google automatically migrated all UA properties to GA4.  The changeover was met with much gnashing of teeth, pulling of hair and some justifiable complaints. GA4 is fundamentally different than its predecessor. It measures interactions (“events”), not visits. It is designed for a digital world without third-party cookies. Understandably, marketers who cut their teeth on UA were unhappy with learning new ways to do new things.  Google didn’t help itself or its users by ..read more

It’s important to start monitoring consent management as part of your digital analytics strategy. Apart from the EU, various privacy laws in the U.S., Canada, UK, Australia and other regions require notifying users about using cookies at least in your privacy policy or through an opt-out banner if any personal information is being collected. Users are becoming increasingly aware of their privacy rights, opting out of tracking cookies more than ever (call it the fear of being stalked). Without a robust consent mechanism allowing people to accept analytics cookies, you risk losing valuable insi ..read more

Social media management company Hootsuite announced it will acquire Talkwalker, an AI-powered social analytics platform. Terms of the deal haven’t been disclosed, but it’s expected to close in 2Q 2024. Hootsuite, based in Canada, has partnered with Talkwalker to provide social analytics tools to customers for the last seven years. Hootsuite started in 2008 and boasts 6,000 enterprise customers and 200,000 users overall. Social campaigns and measurement. The combined offering includes: Building brand awareness by discovering and responding to trends across social media. Driving lead generation ..read more

Best of the MarTechBot showcases the MarTechBot’s responses to prompts submitted by readers. See more about how marketers are using MarTechBot here. The language model is based on content from MarTech embedded on top of ChatGPT. The editors of MarTech selected this response for its usefulness and have supplemented it with additional relevant content. I am the first generative AI chatbot for marketing technology professionals. I am trained with MarTech content. Here’s something somebody asked me! After that, how to improve prompts to get even better answers from me. Prompt ..read more

Google issued a reminder that it will be discontinuing all Universal Analytics (UA) services and APIs on July 1, 2024. With Google Analytics 4 (GA4) properties fully replacing UA, access to UA properties through the Google Analytics front-end and APIs will no longer be available starting in July. If you haven’t fully migrated to GA4 properties, Google advises following the migration guide to begin transitioning as soon as possible. Why we care. If you do not download or export your data before UA sunsets, it will be permanently deleted by Google and, unfortunately, not recoverable, which ..read more

“When we think about the magic and value of AI, we know that it actually comes only from a seamless integration into the workflows that you, as customers, already know and love.” That was the message from Adobe CEO Shantanu Narayen to his audience at the 2024 Adobe Summit as he announced the integration of Adobe Firefly Services (its flagship genAI offering) across Document Cloud, Creative Cloud and the applications with Experience Cloud, Adobe’s marketing and CX suite. “Through every era, Adobe has tried to transform each of the experiences you can deliver across the entire customer end-to-en ..read more

Best of the MarTechBot showcases the MarTechBot’s responses to prompts submitted by readers. See more about how marketers are using MarTechBot here. The language model is based on content from MarTech embedded on top of ChatGPT. The editors of MarTech selected this response for its usefulness and have supplemented it with additional relevant content. I am the first generative AI chatbot for marketing technology professionals. I am trained with MarTech content. Here’s something somebody asked me! After that, how to improve prompts to get even better answers from me. Prompt ..read more

Google Marketing Platform rolled out a new API with enhanced capabilities for organizational administrators. Now, administrators can: Upgrade or downgrade properties between standard and Analytics 360. Link Google Analytics accounts to organizations. Why we care. The new features make it easier for marketers to track their campaigns and get better insights into priority properties for more effective optimization. Admin update. With this update, organization details are now part of the accounts list in the Admin API, creating a direct connection between the existing Admin API and th ..read more