With the advent of cloud data solutions, it is finally time to move away from looking at web analytics in its silo to marketing analytics in its whole. I often ask digital analysts and marketing analysts why they don’t take their web analytics data out of its own silo and merge with organisational data to derive truly organisation-wide insights. And I’m often met with the same excuses: “It’s too difficult”, “It’s too expensive”, “I don’t have budget for a data scientist”, and the list goes on. It’s 2019, and there are no longer excuses for living in a data silo! The advent of serverless data services in the cloud has opened up new possibilities. Difficulty, costs, and skills are no longer an excuse. In this session we will look at practical examples of leveraging cloud computing to enhance your marketing efforts. These examples include how to merge offline and online data, building richer audiences in Google Analytics, running propensity to purchase models with minimal machine learning skills required, and more. After this session you will be armed with the weaponry to inspire your web analytics team to shift their thinking from their own silo to the whole organisation’s silo.
May 29 @ 13:15
13:15 — 14:00 (45′)