GA4’s Predictive Analytics: Sounds Amazing, But There’s a Catch
You can’t scroll through LinkedIn without seeing another post about how AI is “changing everything” in digital marketing. Automated bidding, content generation, predictive analytics—every tool seems to promise it’ll give you superpowers. GA4’s predictive analytics has been especially hyped as the next big breakthrough. Marketing blogs breathlessly describe “powerful PPC applications” and the ability to... Read More
Terri CarlsonWhy Data-Driven Decision Making Fails (And How Dashboards Fix It)
I’ll never forget the moment a client called me, panic in their voice: “We need to run a spring campaign. When can we launch?” “Great!” I said. “What’s the goal?” Silence. Then: “Well… it’s spring. We should be marketing.” In my 19 years working in Digital Marketing, I’ve heard this conversation more times than I... Read More
Matthew Brown