In this article I’ll explain how to add weather information to your Google Analytics data using Tealium. This article is rather technical, so if words like JavaScript, JSON, PHP and server scare you, this article might not be the right article for you.

Collecting the weather data

First we need to collect the weather data for

We’re done waiting ! After years of non-progress Google officially announced yesterday their massive step towards unification of data coming from applications and web platforms in GA : Web + App Properties.

Attribution Models - An Introduction

Introduction

When people are confronted with a broken car window their first reflex is often to go to the Carglass website and start registering their case. However, we saw that funnels are often abandoned, even though people have damaged windshields.

This is unfortunate for Carglass because people seem to lose the urgency

The digital transformation of our society has certainly impacted the advertising industry as a whole. We have come a long way since the Ad Men from Madison Avenue half a century ago. Today, our media mix is multi channel, our audience is mobile and on the go, out of home inventory is becoming programmatic, voice

Introduction

A few months ago I wrote an article on “enhancing ad campaigns with weather data”. The goal of this first article was to explain how, from a technical

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 +

About a month and a half ago, we attended the Google Marketing Platform partners Summit in San Francisco (#GMP2018). During two days Google product managers and developers gave presentations on the latest developments in Google Analytics, Google Tag Manager, Google Data Studio, Optimize, Google Ads, Search Ads 306, Display and Video 360 and

Back in June, Apple introduced Intelligent Tracking Prevention (ITP) which goal is to limit third-party trackers from capturing cross-site browsing data. Only a few month later, Google thumbs at Apple nose and comes up with a

Relations between headquarters (HQ) and franchisees are not always easy to manage. They depend on each other as much as they count on each other. Today one of HQ’s main challenge is to understand how to best support its franchisees in their online transition/transformation. This kind of problematic is valid for lots of different industries

Unless you’re a real Google Analytics geek, you’ve probably already heard from the Measurement Protocol but haven’t seen any applications besides the coffee machine video. This video suggest you need to be McGyver in order to be able to work with the Measurement Protocol. Sure, you

More and more organisations are looking into making the switch towards the Google Analytics premium version and related paid products, called the “Google 360 suite”. It is however

Data quality is undoubtedly a key part of any successful data-oriented decision. Shit in. Shit out. And because it’s a success enabler, there is absolutely no reason not to heavily invest in it. Except, there is!

As a foreword, I should mention that I’m not trying to say there’s no need to aspire for accurate, precise,

SHORT SUMMARY

Our Quick-Step case shows the enormous potential of data-driven ads, not only for remarketing purposes, but also to use prospection audiences. Together with all partners involved (Unilin, AdSomeNoise) we conquered many

Artificial intelligence and machine learning are two concepts that will lie on the lips of every marketer in 2018. Google is one of the parties involved pushing the research in this field to the next level. This year, we see shimmers of this technology coming through in Google Analytics. First there was Data Driven Attribution for GA360 users

Tag Management Systems are omnipresent in today’s Digital Marketing & Web analytics industry.  TMS’s emerged in the late 2000’s to address the many opportunities and challenges posed by the explosive growth in digital marketing solutions.
Tag Management Systems help companies to strategically manage their (online)

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

 - What does it mean to be data driven ?
 - “Being data driven is not a matter of data…”

It’s not because someone is collecting huge amounts of data or is continuously looking into their dashboards or any other tools that he or she is data driven. The volume of data you are gathering and the way you follow-up on

Introduction

The concept “datalayer” is usually presented as the enabler to implement a lot of digital advertising/analytics projects. But datalayers stay unclear for many actors.
This article will introduce the datalayer by explaining simply what it is, the business advantages and the state of mind to adopt in order to