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  • Google has created a new product and eventually, we'll all have to use it. Plus, all new development and all new features are only being introduced in Google Analytics 4, so now is the time to get ready.

  • A conversion in Google Analytics 4 isn't hugely different from a goal in Google Analytics 3, but there are some differences. Learn how to set effective goals that serve multiple purposes and don't clutter up your reporting.

  • Discover how to use Google Analytics 4 to improve your B2B marketing results. In this Master Class, data scientist and marketing whiz Christopher S. Penn walks you through GA4, from setup to data analysis. Chris shows you how the powerful AI-backed tools in GA4 can transform your understanding of your customers.

  • You'll look at the different basic reports provided in Google Analytics 4, including acquisition, engagement, monetization, retention, user demographics, and attribution.

  • You'll learn the basics of how to use Google Analytics 4's powerful new business intelligence engine, the Explorations Hub, to generate funnel, path, and cohort analyses of your data.

  • You'll learn how to generate reports in Google Data Studio that leverage insights from your work in the Exploration Hub, translating those into user-friendly reports for business users.

  • Learn what things Google Analytics 4 doesn't do well, and how you'll need to integrate it into the rest of your MarTech stack for maximum productivity.

  • Learn the origins of Google Analytics 4 and why it's so different, due to its Firebase heritage. You'll also learn how configuration has radically changed and what tools you'll need to know to make it work best.

  • You'll learn how to connect Google Analytics 4 to your Google Data Studio account, what connectors you might need, and how to access the different variables.

  • Learn where software like Google Analytics 4 fits into the overall customer data framework and what you'll need to do to prepare for a future with less and less customer data available from third-party sources. You'll also learn where Google Analytics fits into zero-party and first-party data.

  • B2B marketers say the biggest challenges they face with demand generation are generating high-quality leads and collecting high-quality data, according to recent research from HIPB2B and Ascend2.

  • B2B companies with a product-led growth strategy tend to start out with individual, self-serve customers but then scale to sell to lucrative enterprise buyers. At that point, you shouldn't ignore your self-serve market. You can do both.

  • Option 1: keep track of campaign data and metrics and do all the reporting by yourself, which can lead to exhaustion and human error. Option 2: let Data Studio do it for you. Let this article be your guide to the better option.

  • We help a lot of marketers and business leaders untangle their demand generation efforts. This e-book shares the top 6 Demand Gen Mistakes we see regularly. We've also included some helpful exercises to flesh out exactly where it's going wrong.

  • Not all of us can be good at naming things, which is why we have brand-naming agencies and experts to make sure a new name rolls right off the tongue. This article gives five ways to tell whether a brand-namer is worth your while.

  • Chief marketing officers cite talent/labor issues, supply chain issues, and inflation as the biggest potential obstacles to growth in 2022, according to recent research from Chief Outsiders.

  • This infographic, based on survey data as well as internal data, in intended to help marketers find the right tone, topics, and engagement approaches for Twitter.

  • Strategy and Content are a great start to answering your prospect's questions. But how can you know when they'll want your content? Work side-by-side with Jeannie Walters, our CCXP, to map this specific part of your customer's journey. With this plan in hand, you'll know exactly how to provide prospects with the right content at the right time. Register for Session 3 of the B2B Content as Customer Experience Working Webinar series.

  • Mia Masson talks about the upheaval the event industry has experienced over the past two years, what the future of events looks like, and why building a community—even by accident—is a must for all marketers.

  • We all know that the death of third-party cookies is imminent. But have we considered how to plan for other data collection methods? And what methods have been proposed? This article breaks down what you need to know.