Data Never Lie
EP04: Is there a valid alternative to GA4? Analytics Lounge Talk with Adam Greco
Nov 14, 2023
In this episode, we talk with Adam Greco, product evangelist of Amplitude, an advanced solution dedicated to data analysis. We discuss the future of AI in analytics, the transition from Universal Analytics to GA4, the capabilities of Amplitude, and career advice for digital analysts.
26:45
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Quick takeaways
- The future of analytics involves the need for a unified platform that covers core analytics functionalities and provides a comprehensive view of the customer experience across multiple platforms.
- Artificial intelligence (AI) is expected to play a significant role in the analytics world by improving data quality, identifying insights, and facilitating faster decision making.
Deep dives
The Current State of Analytics
The digital analytics space has experienced significant changes in recent years, with vendors shifting towards an event-based model. This shift has led to the standardization of architecture, such as the transition from Google Analytics Universal to GA4 and the upcoming transition from Adobe Analytics to CJA. Additionally, the convergence of different disciplines around analytics, including marketing, product, experience analytics, experimentation, and customer data platforms (CDPs), has become prominent. This convergence has resulted in vendors adding new functionalities, and there are predictions of further consolidation in the industry.
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