We chat with Google Analytics expert Jill Quick about the importance of collecting and analysing the right data. Jill tells us why it marketers should take a strategic approach to measurement, and why she called her business The Coloring In Department.
You can connect with Jill here: https://www.linkedin.com/in/jillquick01/
You will also find plenty of further resources on Jill's website: https://www.thecoloringindepartment.com/
Jill also refers to a free online GA4 course on Wix Studio Academy: https://www.wix.com/studio/academy/courses/google-analytics-4
She also refers to a good book on analytics: https://www.amazon.co.uk/Lean-Analytics-Better-Startup-Faster/dp/1098168186/
We discuss a couple of related pieces of academic research:
Many people don't use Google Analytics to its full extent: https://dl.acm.org/doi/abs/10.1145/3578503.3583601
Need to map analytics to the consumer journey: https://doi.org/10.1057%2Fs41270-020-00098-0
You can contact Hanne at Hanne.Knight@plymouth.ac.uk and Tom at Tom.Bowden-Green@uwe.ac.uk
