In this series of episodes, we introduce you to some of our top experts sharing their knowledge and experience during the brightonSEO conference. Hosted by Patric Stox, our panel of experts delve deep into the world of SEO analytics, sharing valuable insights on the challenges and solutions surrounding Google Analytics 4 (GA4) and the future of data-driven decision-making. If you’re keen to learn more about using data to get the best results from your digital marketing campaigns, this episode is for you.

In this episode:

11:41 GA4’s improved UI and data collection framework - why it’s better for event-based tracking.

25:00 How analytics data should influence strategy.

40:34 Why it’s important to differentiate objectives for user personas and tie metrics to strategy. Client understanding is key.

41:29 KPI’s evolve over time – why you need to distinguish between channel and business metrics.

53:13 AI is improving rapidly, doubling in capability every year – what this means for how we work in the future.

Resources mentioned:

https://developers.google.com/analytics/devguides/collection/ga4

https://www.heap.io/

More about our panellists:

Patrick Stox – https://www.linkedin.com/in/patrickstox/

Product Advisor, Technical SEO, & Brand Ambassador at Ahrefs. Patrick is an organizer for the Raleigh SEO Meetup and helped define the role of Search Marketing Strategist for the US Department of Labor.

Anna Rowlinson – https://www.linkedin.com/in/anna-rowlinson/

Anna is a Senior Digital Marketing Manager with a background in data-driven marketing in the consumer market and extensive knowledge in leveraging a consumer data platform for optimising marketing activities.

Gareth Beck – https://www.linkedin.com/in/garethb/

Gareth is a digital marketeer with 20yrs experience optimising and analysing websites. He works with charities to understand the effectiveness of their digital marketing strategies.

Natasha Burtenshaw-deVries - https://www.linkedin.com/in/natashaburtenshawdevries/

Natasha is the Associate Director of Organic Growth at Flywheel Digital, overseeing holistic SEO strategies for digital-first brands across North America.

To find out more about us and the show visit https://internetmarketingpodcast.org

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Connect with us if you’d like to work with us, you’d like to feature on the podcast, or you have a guest or topic recommendation. Email kelvin@brightonseo.com or…

https://www.linkedin.com/in/kelvinnewman/

https://twitter.com/kelvinnewman

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Paceline Podcast 285