It is not just a trend anymore. Modern marketers should make informed decisions by consulting data. Even though most companies nowadays own tons of data, only few leverage it to benefit their business goals. The problem lies in the fact that our data is fragmented in different silos. We have online website data, email data, advertising data,

Google finally launched their new product after many exciting months of bèta testing their App + Web property. Indeed, Google Analytics 4 is now the main property type in Google Analytics. If you are creating a new property today, you will end up with a GA4 property by default

A couple of days ago, you might have seen a new tab in your Google Analytics report: Attribution Beta. This news Beta from Google did not make a lot of noise in the news, but only a couple of weeks after the launch of the “Web +

A little more than 6 months ago my colleague Jeroen introduced you to the concept of programmatic audio in his article ‘Programmatic audio - Changing the way of buying audio ads online’. Shortly after, my

1960 to 2054 - A century of evolution for the advertising industry

Feature films and TV series often try to project the viewer into the future (what could it look like), often high on action and adrenaline. These can also be storifications of the past (what was it like), often

The launch of the Store Visits in Google Analytics

Big News! You might have heard it. Recently Google released a new beta feature: “Store Visits” for Google Analytics. What is it? Long story short, it allows to measure the link between website sessions and in-store visits.

How does it work from a technical point of view ?