Название: Learning Google Analytics: Creating Cloud Integrations for Business Impact and Insights (Fifth Early Release)
Автор: Mark Edmondson
Издательство: O’Reilly Media, Inc.
Год: 2022-09-27
Страниц: 350
Язык: английский
Формат: epub
Размер: 25.2 MB

Why is Google Analytics 4 the most modern data model available for digital marketing analytics? Because rather than simply report what has happened, GA4's new cloud integrations enable more data activation--linking online and offline data across all your streams to provide end-to-end marketing data. This practical book prepares you for the future of digital marketing by demonstrating how GA4 supports these additional cloud integrations.

Author Mark Edmondson, Google Developer Expert for Google Analytics and Google Cloud, provides a concise yet comprehensive overview of GA4 and its cloud integrations. Data, business, and marketing analysts will learn major facets of GA4's powerful new analytics model, with topics including data architecture and strategy, and data ingestion, storage, and modeling. You'll explore common data activation use cases and get guidance on how to implement them.

I hope to give inspiration for those wishing to create their own data activation projects. Code examples will be included to help provide some templates, as well as introductions to various cloud components such as data storage, data modelling, APIs and serverless functions to help you assess what technologies you may want to enable.

By the end of this book you will be able to understand:

- What use cases GA4 integrations can enable
- What skills and resources are needed
- What capabilities 3rd party technology needs to fulfil
- How the Google Cloud integrates with GA4
- What data capture is necessary by GA4 to enable use cases
- The process of designing dataflows from strategy though to data storage, modelling and activation
- How to respect user privacy choices and why it is important

I think this is the most exciting era for working in digital analytics, simply because the potential of what you can do now is almost limitless. The cloud has made possible what was impossible for individuals or smaller companies to do even 10 years ago, and that revolution means I truly feel the limit to what you can do is only how much ambition you have. If this book can help inspire even one person to realise that ambition, it will have been a worthwhile venture.

Whom This Book is Meant For:
It is assumed if you are reading this book you are a digital marketer with some digital analytics background. Perhaps you are working in an agency or within a digital marketing department, such as for an e-commerce brand or a web publisher. You may be looking to justify upgrading to GA4 from Universal Analytics, or have already made the switch and are now looking to make use of its advanced features. This book aims to both inspire non-technical readers on what is possible, but also give enough practical information for the technically minded readers so that you can implement the use cases within the book, and from there use the building blocks to create your own bespoke integrations.