The Measure Pod #93 GA4, the CDP of the future you didn’t know you had (With Rick Dronkers @ Data to Value)
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Jan 5, 2024 Rick Dronkers, founder of Data to Value and a data and analytics expert, dives deep into the evolving role of Google Analytics 4 (GA4) and Customer Data Platforms (CDPs). He discusses the integration capabilities of GA4 and the concept of composable CDPs, which allow for enhanced customer insights. Rick also unpacks the implications of the sunset of Google Optimize, addressing the challenges companies face when implementing CDPs. Lastly, he emphasizes the importance of data activation in modern marketing strategies.
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CDP Definition and Ideal Function
- A Customer Data Platform (CDP) unifies customer data from all touchpoints, ideally across all systems.
- It enables segmentation and actionability, like sending targeted emails based on user behavior and demographics.
Composable CDP
- A composable CDP uses different vendors for various functions like analytics, segmentation, and activation.
- These vendors work together, offering flexibility and potentially better performance than all-in-one CDPs.
GA4's Evolving Role
- GA4 is evolving beyond web analytics, becoming a centralized audience hub within the Google marketing ecosystem.
- It's starting to allow activations beyond Google's ecosystem, hinting at a broader CDP role.