Stronger Measurement for Better Marketing – Recap

On February 7, Google Kings Cross office played host to over 120 digital marketers for the Incubeta x Google event titled “Stronger Measurement for Better Marketing.” The event focused on providing practical insights into navigating the evolving privacy landscape, with a focus on leveraging Google Analytics 4 and exploring client stories alongside advanced tools.

Maria Georgieva

The content of the event was rich and diverse, covering crucial topics essential for navigating the complexities of modern marketing:

Google Analytics 4 (GA4) Product Update

by Alice Crawley – Senior Sales Engineer, Google

Attendees were treated to insights into the latest developments in GA4, including a comprehensive roadmap outlining upcoming launches and new features poised to revolutionize analytics and benefit businesses.

Moving Server-Side

By Jimmy Santangeli – Analytics Manager, Incubeta

The session delved into the advantages of server-side GTM, emphasizing faster site performance, enhanced data privacy, and advanced tracking capabilities. From the session, we’ve also learned that this cloud-based solution redefines data control and amplifies your measurement capabilities. Here’s how:

  • Enrich event data with seamless integration with cloud-based solutions like Firestore and VertexAI.
  • Redact sensitive information before transmission to ensure compliance with data privacy regulations.
  • Activate conversion APIs, enhance affiliate tracking accuracy, and modify data in-flight with precision.
  • Boost site speed and SEO by migrating code from the browser to the server, enhancing overall site health.

Watch the presentation here.

Activation of 1st Party Data through Soteria

By Jimmy Santangeli – Analytics Manager, Incubeta; and Merel van Steen – Senior Search Consultant, Incubeta; and Elisha Seah – Lead Analyst, The Ambassador Theatre Group

Incubeta elucidated the significance of leveraging 1st party data securely through the Soteria solution. In this session, we learned that this open-source server-side solution empowers advertisers to run “bid to profit” campaigns while safeguarding business-sensitive data in cloud storage, away from the browser. Here’s why it’s a game-changer:

  • Bid to Profit Campaigns: Soteria enables advertisers to optimize campaigns towards profit, not just revenue, unlocking new levels of ROI.
  • Secure Data Handling: Keep business-sensitive data safe and secure in the cloud, ensuring compliance and peace of mind.
  • Real-Time Performance: Soteria operates in real-time, seamlessly integrating with Google’s Durable Measurement Framework for robust and future-facing solutions.
  • Proven Success: Witness real-world results with a proof of concept showcased with The Ambassador Theatre Group, achieving significant uplifts in profit compared to revenue bidding in test campaigns.

Watch the presentation here.

Next Gen Analytics Panel

By Kate Jervis – Growth Director, Incubeta; Max Flajsner – Global Director of Technology, Incubeta; Alex Wilkins – Head of Analytics, Incubeta; Jessica Jacobs – Global Strategy Director, Incubeta

The panel discussion explored two overarching themes: the organizational readiness for privacy and the empowerment of analytics through AI. Participants engaged in thought-provoking discussions on privacy governance, data utilization, AI use cases, project delivery, and maximizing AI’s impact on online activities.

The discourse highlighted the transformative potential of AI in understanding unstructured data and emphasized that leveraging AI tools doesn’t necessitate building complex models from scratch. Instead, the focus should be on creatively utilizing and democratizing proprietary 1st party data to drive comparative advantage and achieve business objectives.

Watch the presentation here.

In closing, Google’s Head of Agencies – Carl Read, reiterated Google’s commitment to privacy-first solutions, offering brands tools to sustain and enhance media performance while respecting user preferences. With the guidance of expert partners like Incubeta, businesses can establish robust measurement foundations, increase data confidence, and improve marketing performance at scale by harnessing the full potential of AI across the GMP/Cloud ecosystem.

As we reflect on the insights gained from the “Stronger Measurement for Better Marketing” event, it’s clear that the path to success in today’s digital landscape requires a solid foundation in measurement and analytics. Whether you’re looking to leverage the latest advancements in Google Analytics 4, explore server-side solutions, or harness the power of 1st party data and AI, Incubeta is here to guide you every step of the way.

Don’t let uncertainty hold your marketing efforts back. Reach out to us to discuss how we can help you navigate the complexities of modern marketing, drive better results, and achieve your business goals.

Watch the full event recording here.

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