Kate Cook

Today we announced we’ll be deprecating non-last-click rules-based attribution models, which includes first-click, linear, positioned based & time decay, in Google Ads & GA4. Data-driven attribution (DDA) is recommended & last-click will remain available. More on why & timing:

@JU4NMEND0Z4 🤦‍♀️ Tumblr revival

BREAKING: Twitter doesn’t know what Twitter actually is.

@randomnessncats @AnalyticsHour @MAS_Conf Agree with this! Understand what baseline stakeholders are operating from. If they believe a metric typically falls within a certain range and our insights challenge that notion, come prepared with and take the time to share the methodology. Without buy in there is no progress.

@AnalyticsHour @MAS_Conf Understand and be able to explain how the data is collected if challenged that the data doesn’t ‘feel’ right.

We will be live @MAS_Conf Wednesday at 3:30pm. We’d love to include your thoughts in the show: Communicating the results is as important as the results themselves. What can you do to handle resistance from the business? Answer in 🧵

@AnalyticsHour @MAS_Conf Encourage a culture shift towards a growth mindset by surfacing “bad news stories” alongside “good news stories” in the same breath. I’ve seen how this encourages discourse, a practitioner mindset and experimentation of tactics.

Pop culture hacks. Type the name of your craft followed by “memes” into Google to get a list of the most common problems and pitfalls facing your industry.

@CharlesFarina @kristaseiden @fedorovicius @KayleLarkin I hope so! Have seen no signs of it yet though. Reverse ETL solutions may not be fast enough to compete with a CDP so enterprise may need to start thinking about leaving Google stack :( (which makes me sad as I'm so excited for the GA4 world)

@AttributionGal @kristaseiden @fedorovicius @KayleLarkin There will be many community options soon, with GA4 opening up the Cloud Warehousing integration for everyone. There are various options for ingesting data into GCP, so I feel more/improved options for activating are only a matter of time!

@kristaseiden @CharlesFarina @fedorovicius @KayleLarkin begging for some direction🤞🏻 How will Google streamline audience governance & activation to compete with efficiencies of CDP’s? 🤔 I’m all for GA4 OOTB data cleaning/ML/events but activating at scale via BQ has be stumped!

@CharlesFarina @kristaseiden @fedorovicius @KayleLarkin Case study of the DIY CDP case study I found: cloud.google.com/blog/products/…)

@AttributionGal @kristaseiden @fedorovicius @KayleLarkin Google has some tangental options. They have Looker Actions: hightouch.io/blog/looker-ac… There are also partnerships with other CDPs like Lytics: learn.lytics.com/documentation/… Google has all the tech to make this more streamlined, so maybe they will make a more significant play soon?

@courtig I wanna seeeee

When you build a beautiful content reporting dashboard & then become obsessed with checking it every day ...

@courtig Love this. Self hype 🙌🏻

Have a pitch call coming up? Spend some time looking through past work you've done & read testimonials from clients who love working with you! You'll fly into that call feeling empowered & ready to show your magic✨ #FreelanceChat

@paulygoldston @nathbush I think the insight is the type of booking. If you’re a service provider (doctor, Merchant Success Manager 😆) your time is limited by slots avail & the receiver is “booking your time”. It’s the cold outreach/peer to peer you’re making ME go to the effort to bring up two screens.

@AttributionGal @nathbush Death to back and forth meeting booking email chains 🙅 I get it if someone is cold outreaching you and wants you to book in their calendar. The effort asymmetry thing checks out there I think. But current clients & contacts there is 0 point to wasting so much time finding a time

Starting to get to the point where, if you send me a Calendarly or booking tool to book our meeting, I’m not coming.

@shutchh I totally understand if it’s a method to coordinate a group… but if you go to the trouble of emailing me the link to book, why not just give me some times you’re available and I’ll send the invite? Effort asymmetry is correct @ca_somerville 💯

@AttributionGal Agree! I feel like I’m booking a drs appointment! 🤣

GA4 just launched dynamic lookbacks for audiences. This allows you to use the event_count metric to power many use cases around activity (or inactivity). Lots of opportunities to use these to do bid-adjustments in Google Ads.

@nathbush Haha that’s okay we’re just not a match 😆

@AttributionGal Maybe you don’t dislike Calendly. Maybe Calendly dislikes you. Think about that.

@nathbush The timezone never seems to work for me... I' perpetually booking events at 2am. Unless this is quite literally user error (which could certainly be the case) :P

@AttributionGal Nooooooo. I will not go back and forth on meeting times. I reeeeefuuuuuuse.

@ca_somerville @courtig 100% Mr Somerville. I feel seen.

@courtig @AttributionGal Do you know what I think it is? Effort assymetry. When we both have to go back and forth a million times, it’s fair. When one person has to scour the time slots looking for one that fits and the other person sits and waits, it somehow feels like we’re not equally committed.

@JU4NMEND0Z4 BFCM And attribution (lol) In this case, defining distraction as anything marketers can get sucked into for too long without a clear intention or purpose.

Marketing distractions: Web3 Brand purpose Community Metaverse ABM AI No Code Social Media Cannes Lions Ad Week PLG Revenue Operations Personalization Influencers Cookies Retailtainment NFTs DOOH Addressable TV Will add more… what am I missing ???

@tomcritchlow Paging: @JU4NMEND0Z4 (your people)

Umm. Yes please. Weird internet consultants ASSEMBLE