#126 First-party data strategy – a client side perspective (with Roman Petrochenkov at Carwow)

Aug 8, 2025

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Full show notes, transcript and AI chatbot - http://bit.ly/4oqoJNe

Watch on YouTube - https://youtu.be/Leb1rjtODGc

00:00:00 - Introduction
00:03:26 - Google Analytics and AI News
00:05:06 - ChatGPT Agent Tool and Pizza Ordering
00:07:06 - ChatGPT 5 Speculations
00:09:09 - Google Notebook LM and Video Generation
00:12:24 - Google AI Search in the UK
00:14:27 - Google's AI Strategy and Advertising
00:15:10 - ChatGPT Study Mode
00:16:12 - Introduction of Guest Roman Petrochenkov
00:18:00 - Roman's Background and Role at Carwow
00:20:03 - First Party Data Strategies
00:22:01 - Importance of First Party Data
00:25:35 - Collecting First Party Data
00:28:13 - Carwow's Progress with First Party Data
00:30:01 - Incentivizing Users to Share Data
00:32:10 - AI's Impact on Data Collection
00:35:06 - Technical Steps for First Party Data Strategy
00:38:21 - Challenges with User-Provided Data in GTM
00:39:37 - Direct Data Routing to Cloud Data Warehouse
00:41:07 - Implementing Enhanced Conversions
00:43:40 - Experience with Facebook CAPI
00:45:24 - Communicating Complex Data Strategies Internally

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Episode Summary:

In this episode of The Measure Pod, Dara and Matt sit down with Roman Petrochenkov, a seasoned marketing analytics leader with deep expertise in data strategy and measurement. They discuss the growing importance of first-party data, unpacking strategies for its collection, ownership, and security, as well as the evolving role it plays in a post-cookie landscape. They also explore the rise of AI in analytics, its impact on incrementally measurement, and what the future holds for marketing teams and jobs in an increasingly automated world.

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About The Measure Pod:

The Measure Pod is your go-to fortnightly podcast hosted by seasoned analytics pros. Join Dara Fitzgerald (Co-Founder at Measurelab) & Matthew Hooson (Head of Engineering at Measurelab) as they dive into the world of data, analytics and measurement, with a side of fun.

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