The Measure Pod #77 All things SA360, DV360, CM360 and GA4 (with Alexis Nicolas @ brīt klik)
Apr 21, 2023
This week’s guest is Alexis Nicolas, founder of BrightClick, which specializes in Google Marketing Platform solutions. Alexis dives into why companies should transition from Google Ads to tools like SA360, DV360, and CM360 for advanced analytics. He addresses the challenges of impression tracking and privacy, elucidates the importance of Ads Data Hub for brand marketers, and contrasts GA4's privacy focus with CM360’s in-depth insights. Plus, he emphasizes the evolving skillsets marketers need to thrive in a data-driven landscape.
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From Physics Student To GMP Consultant
- Alexis moved from physics to business and found data marketing matched his scientific and creative interests.
- He founded BrightClick to build small experienced teams focused on Google's enterprise media platforms.
Why Enterprise Tools Complement Google Ads
- SA360 centralizes search across engines and connects with display/video for unified management.
- CM360 provides impression-based analytics that GA4 lacks, enabling view-through insights for brand campaigns.
Use Ads Data Hub For Precise View-Throughs
- Use Ads Data Hub for precise view-through and frequency analyses when cookies fall short.
- Bring cloud, analytics and data science skills to extract detailed conversion impacts from impressions.