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We present to your attention an interview with John Sargent, a digital consultant and technical expert who has run and coordinated multinational campaigns for some of the world’s largest digital brands.

We continue our Expert Opinion column, and today we present to your attention an interview with John Sargent, a digital consultant, and technical expert. John is a director and founder of VEN and specialises in digital media, where his experience includes helping Google develop their own in-house best practice across £100MM+ campaigns. He has run and coordinated multinational campaigns for some of the world’s largest digital brands.

Away from VEN, John is also a professional esports host and presenter.


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Business decisions can both multiply your revenue and drain your budget, so making the right decisions is crucial. In this article, we tell how software can improve your decision-making and discuss the ten best reporting tools.

Decisions are the turning points in business development. To ensure a trustworthy basis for decision-making, you need reports based on high-quality data as soon as possible — the earlier you find an insight, the more valuable it is.

Trustworthy data indeed can reveal valuable insights about your business. But how can you find them? To facilitate and automate the process of finding insights in your data, you can use reporting tools of different types, with different levels of detail, and with varying degrees of complexity. …


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In this article, we tell you how to link Google Analytics 4 to Google BigQuery, export data from GA4 to BigQuery, and get the most value out of your collected data.

Google Analytics 4 makes analyzing data in Google BigQuery easier than ever. Now almost everyone can collect data in BigQuery for free. Let'’ figure out how to properly export data to BigQuery from Google Analytics 4 and what else you should take into account to get the most value out of your collected information.

Why you need to gather raw unsampled data

Raw (unprocessed) data allows you to precisely analyze your business processes. By collecting raw data, you can:

  • Objectively assess your business processes
  • Perform deep analysis of metrics
  • Track the entire user journey
  • Build any reports without limits
  • Segment your audience and set up targeted advertising

Sampling


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How to find out which businesses managed not only to survive but also to grow in such a challenging year? OWOX and Semrush analyzed the impact of Covid-19 on the online retail industry and found out the new trends on the market. Spoiler alert! The big ones grew faster, and they needed to invest less in advertising to get that growth.

The COVID-19 pandemic in 2020 changed the whole world and made everyone accustomed to a new normal. And, despite the crisis in various industries, eCommerce is now very much alive. People will never stop buying: food, clothes, entertainment (and what else to do when you are locked up and cannot leave your house?), children’s goods and animal goods, and so on.

Of course, online sales’ rapid development has forced marketers to adapt to the new reality and revise their strategies. …


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Make sure your business benefits from the analytics you’ve implemented. In this article, we discuss how to boost your marketing strategy by wisely blending web and digital marketing analytics.

There are multiple processes to gauge the effectiveness of any marketing strategy. Once you clearly see what’s going on with your campaigns, how your users behave on your website, and which products are the most and least popular, you can define your further marketing steps. If you’ve already implemented digital analytics in your business but aren’t getting the desired results, some data may be slipping through the cracks, causing you not to see the entire picture. Wisely blending web and digital marketing analytics can help you catch the missing data and make your marketing strategy more successful.

What is digital analytics?

Digital analytics is…


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Let's figure out when it's time to move away from standard Google Analytics and Google Data Studio solutions and think about choosing a data warehouse instead

Business is increasingly moving online, and 2020 has shown that companies in many industries simply can’t survive without an online presence. Naturally, the more customers there are online, the more online user activities there are and the more marketing analysts need to work with data to get useful insights.

This data must be stored somewhere, processed (preferably in real time), and stored indefinitely. After all, historical data is a real treasure for an experienced marketer.

Let’s figure out when it’s time to move away from standard Google Analytics and Google Data Studio solutions and think about choosing a data warehouse…


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Preventing an error in data collection is easier than dealing with its consequences. The sagacity of your business decisions depends on the quality of your data. In this article, we tell you how to check the quality of data at all stages of collection, from the statement of work to completed reports.

The importance of testing in web analytics

Unfortunately, many companies that spend substantial resources storing and processing data still make important decisions based on intuition and their own expectations instead of data.

Why does that happen? Distrust of data is exacerbated by situations where data provides an answer that’s at odds with the expectations of the decision-maker. In addition, if someone has encountered errors in data or reports in the past, they’re inclined to favor intuition. This is understandable, as a decision made on the basis of incorrect data may throw you back rather than move you forward.

Imagine you have a multi-currency project. Your analyst has…


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Advertising reports, if built correctly, can show you gold mines and weak points in your ad campaigns. In this article, you’ll learn what your reports should look like and how to create them.

Never run paid advertising campaigns without preparing reports in advance so you can see the real efficiency of your investments. Wise marketers prepare report templates before running campaigns. Other marketers first waste their budgets, then still prepare reports in the end.

In this article, you’ll discover how to build reports easily, avoid extra manual work, and automate the entire process using the five most popular analytics software.

Why advertising reports are important

Advertising tables, charts, and dashboards are necessary for marketers to report the work they’ve done. But they have another important mission — helping with management decisions. …


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Learn how to compare and analyze advertising performance across all your marketing channels in a single, centralized data warehouse, and how to easily upload your ads data to GBQ.

If you’re like many marketers, you’re probably running campaigns using a variety of digital marketing channels — including not only Google Ads but also Facebook, Instagram, Twitter, LinkedIn, and many more. With no money to waste, you aim to get the most out of each marketing investment. And to do that, you need a clear, holistic view of your customers’ journeys across all channels and devices.

In this article, we’ll examine how you can get everything together and upload all marketing data into one data storage (e. g. …


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This interview with Khrystyna Grynko, Head of Data at Better&Stronger, will give you a clear understanding of the modern state of digital analytics and reveal what to expect from the future of marketing analytics.

Today, we’ll be interviewing Khrystyna Grynko, the Head of Data at the Better&Stronger web marketing agency.

Khrystyna is the DataCamp Lyon and MeasureCamp Lyon organizer and also serves as vice president at AADF (French-speaking Digital Analysts Association) and at TAAL (Technological Association for Advanced Learning).

In addition, she’s a guest lecturer at Jean Moulin University Lyon 3 and at Emlyon Business School.

Maryna Sharapa

PR-manager at OWOX BI

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