The Measure Pod

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 ----- 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. ----- 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. ----- If you liked this episode, don't forget to subscribe to The Measure Pod on your favourite podcast platform and leave us a review. Let's make sense of the analytics industry together! The post #126 First-party data strategy – a client side perspective (with Roman Petrochenkov at Carwow) appeared first on Measurelab.

Full show notes, transcript and AI chatbot - http://bit.ly/452Y00x Watch on YouTube - https://youtu.be/mVwb4KJpUoM 00:00:00 Introduction 00:07:46 Google Analytics MCP server 00:08:39 AI in Google Analytics management 00:12:27 Google Analytics and Reddit ads 00:17:14 Shift left manifesto explained 00:21:06 Data ownership and governance 00:24:06 Shifting left in data quality 00:28:19 Tools for data engagement 00:31:12 Data contracts as agreements 00:34:06 Power dynamics in data relationships 00:37:27 Data contracts for marketing analytics 00:41:28 Bridging tech language gaps 00:45:12 Adoption challenges in technology 00:50:17 Coordination and structure in data 00:54:10 AI's impact on software dependencies 00:58:14 Use cases for data contracts 01:00:09 Data contracts for business value 01:05:23 Use case-driven data strategy 01:08:08 Data contracts in software development 01:10:17 AI's role in data engineering 01:13:30 Predictions for the future ----- Episode Summary: In this episode of The Measure Pod, Dara and Matt are joined by Chad Sanderson from Gable.ai, a seasoned expert in the data space with a diverse background ranging from journalism to data science. Chad shares insights from his extensive career, which includes roles at large corporations like Subway, Oracle, and Microsoft, as well as at smaller startups. They discuss the concept of shifting left and how this approach aims to improve data quality, reduce costs, and accelerate data delivery by addressing issues earlier in the data lifecycle. ----- 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. ----- If you liked this episode, don't forget to subscribe to The Measure Pod on your favourite podcast platform and leave us a review. Let's make sense of the analytics industry together! The post #125 Proactive pipelines – the power of shifting left (with Chad Sanderson at Gable) appeared first on Measurelab.

Full show notes, transcript and AI chatbot - http://bit.ly/44K1vsE Watch on YouTube - https://youtu.be/9emUszHU41U Webinar sign-up link: http://bit.ly/4nCbIjz 00:00:00 - Introduction 00:00:47 - News Segment Introduction 00:01:10 - Anthropic's AI Experiment 00:04:00 - AI's Business Acumen and Failures 00:06:18 - Meta Poaching OpenAI Engineers 00:08:23 - WhatsApp Introducing Advertising 00:11:13 - VO3 Video Model from Gemini 00:12:55 - AI-Generated Content and Deepfakes 00:14:29 - Webinar Announcement 00:15:23 - Introduction to Guest: Dennis from Stape.io 00:17:04 - Dennis' Background and Stape.io Overview 00:19:30 - Stape.io's Community Engagement 00:24:17 - Technical Requirements for Using Stape.io 00:27:09 - Scaling and Cost Management with Stape.io 00:30:10 - Seasonal Traffic and Server Scaling 00:31:26 - Server Infrastructure and Data Compliance 00:34:03 - Reasons for Choosing Stape.io Over DIY Solutions 00:36:00 - Benefits of Server-Side GTM 00:40:43 - Ad Blockers and Data Collection 00:41:16 - Privacy and Data Control with Server-Side GTM 00:42:00 - Novel Use Cases for Server-Side GTM 00:44:34 - Who Should Not Use Server-Side GTM 00:47:21 - Data Quality Improvements with Server-Side GTM 00:48:16 - Justifying Server-Side GTM for Data Quality 00:49:38 - Open Source Tooling and Community Engagement 00:51:52 - Contribution to Google Tag Template Store ----- Episode Summary: In this episode of The Measure Pod, Dara and Matt are joined by Denis Golubovsky from Stape.io, the team making server-side Google Tag Manager implementation as simple as the click of a button. They dive deep into what makes server-side tracking so powerful, who benefits most from the switch, and the technical hurdles that come with it. Expect candid takes on ad blockers, cross-device tracking, and why configuration is just the beginning when it comes to getting server-side GTM right. ----- 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. ----- If you liked this episode, don't forget to subscribe to The Measure Pod on your favourite podcast platform and leave us a review. Let's make sense of the analytics industry together! The post #124 Transforming tag management with server-side GTM (with Denis Golubovskyi at Stape) appeared first on Measurelab.

Full show notes, transcript and AI chatbot - http://bit.ly/3FX0G7s Watch on YouTube - https://youtu.be/l6F_9ZfHxJc Webinar sign-up link: http://bit.ly/4ehrs7m 00:00:00 Google Cloud outage consequences 00:05:09 Google Search AI integration 00:09:50 Shopping journey optimisation 00:10:56 Martech madness webinar promo 00:11:36 Martech stack challenges and solutions 00:16:25 Warehouse native analytics solution 00:22:37 Data warehousing accessibility and democratisation 00:24:37 Data warehouse monetisation challenges 00:29:10 Transitioning to a data warehouse 00:32:45 Data integration process explained 00:36:17 SQL optimisation without LLMs 00:39:23 Data quality and user trust 00:45:13 Product and marketing analytics overlap 00:49:21 Data warehouse analytics revolution 00:51:46 Data privacy in tech solutions 00:56:41 Cat logo branding significance 00:59:40 AI in SQL queries ----- Episode Summary: In this episode of The Measure Pod, Dara and Matt are joined by István Mészáros, founder and CEO of Mitzu — a company who have built a warehouse-native product analytics solution. They explore who this approach is really for, what it offers teams that traditional tools don’t, and the challenges companies face when making the shift. Expect an honest discussion about trade-offs, technical friction, and why warehouse-native is becoming a serious contender in the analytics space. ----- 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. ----- If you liked this episode, don't forget to subscribe to The Measure Pod on your favourite podcast platform and leave us a review. Let's make sense of the analytics industry together! The post #123 Why teams are turning to warehouse-native analytics (with István Mészáros at Mitzu) appeared first on Measurelab.

Full show notes, transcript and AI chatbot - https://bit.ly/45GkOF6 Watch on YouTube - https://youtu.be/EOCkEORVToo 00:00:00 - Introduction 00:00:47 - News Overview 00:02:25 - Speculations on AI and Hardware Integration 00:03:25 - AI Devices and Market Speculations 00:04:03 - Subscription Models and Data Privacy Concerns 00:05:21 - AI and Consumer Technology 00:05:48 - Anthropic's New Claude Models 00:06:55 - AI Model Benchmarks and Comparisons 00:08:34 - Practical Uses of New Claude Versions 00:09:45 - AI in Data Engineering and Analysis 00:10:30 - Google Ads Data Manager API 00:11:02 - Google Tag Gateway 00:13:10 - First-Party Data and Privacy 00:16:11 - Transition to AI-Themed Episode 00:17:00 - Introduction to Guest Anthony Mayfield 00:18:00 - Background of Brilliant Noise 00:19:28 - Digital Transformation and AI 00:22:13 - Technological Evolution and Complexity 00:25:35 - Human Adaptation to Rapid Technological Change 00:30:20 - Understanding and Interfacing with Complex Technology 00:32:44 - Brilliant Noise's Pivot to AI 00:37:13 - Practical AI Adoption in Companies 00:39:13 - Importance of Data Management for AI 00:40:06 - Bottom-Up Approach to AI Adoption 00:43:47 - Encouraging AI Adoption in Companies 00:45:07 - Effective Training and Learning for AI Adoption ----- Episode Summary: In this episode of The Measure Pod, Dara and Matt are joined by Antony Mayfield to talk about what 15+ years of digital transformation work actually looks like and how it’s changed. From the rise of influencer marketing to the sudden urgency of AI, Anthony shares what he’s seeing on the ground with big brands and why adapting to new tech is no longer optional. Expect a wide-ranging chat on systems, shifts, and why ChatGPT isn’t just a tool, it’s a turning point. ----- 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. ----- If you liked this episode, don't forget to subscribe to The Measure Pod on your favourite podcast platform and leave us a review. Let's make sense of the analytics industry together! The post #122 Digital transformation in the age of AI (with Antony Mayfield at Brilliant Noise) appeared first on Measurelab.

Full show notes, transcript and AI chatbot - https://bit.ly/4dtzBFh Watch on YouTube - https://youtu.be/4yo-N2KM8rw 00:00:00 - Introduction 00:01:00 - Veronica's Career Journey 00:02:30 - Transition from Academia to Data Analysis 00:04:00 - Regrets About Leaving Academia 00:05:30 - Current Role as a Product Data Analyst 00:07:00 - Skills Required in Data Analysis 00:09:00 - Bridging Technical and Business Communication 00:10:30 - Experience with Data Tools 00:11:30 - Tech Stack and Tools Used 00:13:30 - Data Culture in the Workplace 00:14:30 - Project Collaboration with Measurelab 00:15:30 - Overview of the Dataform Project 00:16:30 - Choosing Between DBT and Data Form 00:18:00 - Benefits of Dataform's Structure 00:20:00 - Maintaining and Scaling Data Solutions 00:23:00 - When to Use Dataform or DBT 00:25:00 - AI's Role in Data Management 00:29:00 - Learning and Adapting to AI 00:32:00 - Conclusion and Final Thoughts 00:49:00 - Closing Remarks and Encouragement ----- Episode Summary: In this episode of The Measure Pod, Dara and Matt are joined by Verónica Delgado-Benito to chat through her journey from molecular biology PhD to data analyst at Springer Nature. They cover everything from her time in venture capital at Project A, to the quirks of working in scientific publishing—and what it’s like to swap lab coats for dashboards. They also dig into a recent project we worked on together using Dataform to streamline reporting across Springer’s complex analytics setup. ----- 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. ----- If you liked this episode, don't forget to subscribe to The Measure Pod on your favourite podcast platform and leave us a review. Let's make sense of the analytics industry together! The post #121 Using Dataform and DBT in modern analytics (with Verónica Delgado-Benito at Springer Nature) appeared first on Measurelab.

Full show notes, transcript and AI chatbot - https://bit.ly/42SW2yG Watch on YouTube - https://youtu.be/08gLvHthNuw 00:00:00 – Introduction 00:05:37 – ChatGPT shopping and e-commerce 00:08:50 – AI impact on data tracking 00:12:28 – Natural language data analysis tool 00:16:18 – Discovery Catalog for Cloud Storage 00:19:11 – Data accessibility in BigQuery 00:25:23 – AI-generated insights in GA4 00:27:56 – Cloud Code features in IDE 00:30:36 – Data robustness in BigQuery 00:35:45 – Data layer responsibilities in marketing 00:39:47 – Importance of monitoring data integrity 00:42:51 – Documentation and data governance 00:46:56 – Derelict data warehouse issues 00:49:12 – Data governance and documentation 00:54:26 – Principles of least privilege 00:58:03 – Infrastructure as code with Terraform 01:00:04 – Audience participation ideas ----- Episode Summary: In this episode of The Measure Pod, Dara and Matt dive into a whole mix of marketing analytics news and musings. From new BigQuery features and GA4 updates to ChatGPT integrations and data quality best practices, they cover what’s actually worth knowing. It’s a loose but lively chat full of useful insights, personal takes, and a healthy dose of “pinch of salt” news. Expect talk of snooker, rogue GA4 permissions, and why naming conventions are the hill we’ll die on. ----- 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. ----- If you liked this episode, don't forget to subscribe to The Measure Pod on your favourite podcast platform and leave us a review. Let's make sense of the analytics industry together! The post #120 Marketing analytics updates and a BigQuery health check appeared first on Measurelab.

Full show notes, transcript and AI chatbot - https://bit.ly/3Gg5HHZ Watch on YouTube - https://youtu.be/dcZhmVY_Bl0 00:00:00 - New co-host introduction. 00:04:01 - Google Next 25 conference highlights. 00:08:10 - CapEx spend on cloud and AI. 00:12:37 - Cross-cloud collaboration and flexibility. 00:15:40 - Gemini's integration in Firebase. 00:21:01 - Autonomous data AI platform. 00:25:10 - Data tools and data quality. 00:27:01 - Data quality challenges and solutions. 00:30:15 - Building with good foundations. 00:36:08 - Unstructured data in AI platforms. 00:40:10 - BigQuery as enterprise advantage. 00:42:56 - BigQuery vector search capabilities. 00:48:11 - Multi-agent systems and autonomy. 00:51:20 - Importance of robust data. 00:54:06 - BigQuery and unstructured data. 00:58:05 - Reducing repetitive work through automation. ----- Episode Summary: In this episode of The Measure Pod, Dara and Matthew take the reins and dive into the biggest takeaways from Google Cloud Next 2025. From shiny new features to subtle shifts in direction, they cover the bits that matter—what’s exciting, what’s useful, and what might actually change the way we work. Plenty of ground covered. Plenty of thoughts shared. And just the beginning of what’s to come. ----- 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. ----- If you liked this episode, don't forget to subscribe to The Measure Pod on your favourite podcast platform and leave us a review. Let's make sense of the analytics industry together! The post #119 Google Cloud Next 25 roundup appeared first on Measurelab.

In this heartfelt farewell, hosts reminisce about their podcast journey, sharing cherished moments and lessons learned. A lively quiz tests their memories of quotes and past episodes, creating laughter and camaraderie. They delve into human behavior, exploring decision-making and pain thresholds, while weaving in fun gaming trivia. Reflecting on their evolution and future changes, they inspire listeners to stay engaged and excited about what lies ahead.

Jorge Roberto Ahumada Garcia from Coppel, one of Mexico’s largest retailers and banks, dives deep into the intricacies of marketing analytics. He discusses the balance between modern technologies and traditional marketing principles. Topics include the evolving landscape of attribution models and the impact of e-commerce on business growth. Jorge also highlights the importance of human understanding in data analysis and explores the challenges of maintaining analytical credibility, especially with tools like GA4. His insights bring clarity to the complexities of marketing measurement.