Diving Into GA4 - Glenn Schmelzle - Hard Corps Marketing Show - Episode #335

Diving Into GA4 - Glenn Schmelzle - Hard Corps Marketing Show - Episode #335

Our guest is a lifelong marketer and a passionate data geek, with an impressive record of hosting over 115 captivating podcast episodes on Funnel Reboot, spanning the last four years. Today, we are thrilled to have the privilege of speaking with none other than Glenn Schmelzle, the Founder and Chief Data Analyst at Marketing What's New. Brace yourselves as he dives deep into the fascinating realms of driving business revenue with Google Analytics 4 and how artificial intelligence has proven to be dependable predictions! 
 
Busted Myths:
  • Google Analytics 4 is simply an upgrade to the older Universal Analytics. Google Analytics 4 is a tool designed for marketers and dives deeper into reporting. Universal Analytics does not go as in depth as it only scratches the surface with reporting and data collection. 

Takeaways:
  • Compared to Universal Analytics, Google Analytics 4 can create more customized reports that narrow down to your exact specifications. Using GA4’s more precise and condensed report, you can create the question and get the correct answer the first time.  
  • Google Analytics 4 was built as a technical IT tool designed for marketing. Marketers should not assume that it is a replacement for UA, but that it serves as a broader tool for website tracking, more accurate predictions, and user data. 
  • Google’s stated goal is to collect and organize the world’s information and make it accessible. By using Google Analytics 4, you are offering it to them. Although this may be a resourceful tool, it is important to consider what it may be doing with your privacy and data. 
  • In the past, it was difficult to understand how much money was being spent to acquire a customer. With Google Analytics 4, the reporting helps better analyze spending and whether it contributes to revenue and profit by predicting the success of future initiatives.
  • Predictions can give marketers the ability to leverage the power of AI in making informed decisions. This function can help assess trends and test the accuracy of predictions all around. This transforms AI from a novelty to a practical tool that can be depended on. 
  • Google Analytics offers a conversion event called “purchase.” This allows tracking on events such as form completion, video views, and downloaded files. By interacting with this feature, you are giving Google Analytics more data on user engagement. 
  • As a B2B marketer, you have to be willing to go all the way through the funnel. The current marketing landscape provides more data and insights than ever before. You just have to ask the right questions and be able to think outside the box to close the deal. 
 
Quote of the Show:
  • “Follow the things that you feel are going to have a high likelihood of output, but be ready to admit when those things don’t pan out.” - Glenn Schmelzle 

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Hard Corps Marketing is produced and sponsored by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/ 

Creators and Guests

Casey Cheshire
Host
Casey Cheshire
CEO & Founder of Ringmaster Conversational Marketing. Casey Cheshire is a marketer, serial entrepreneur, and adventurer. He has been in EO for close to 10 years and counts his relationships as a key reason for his continued success. Casey’s passion for podcasting led to him founding Ringmaster Conversational Marketing. Ringmaster helps B2B businesses launch podcasts that drive growth and revenue. Previously, Casey founded and ran Cheshire Impact for 10 years. It became the top Salesforce Pardot marketing automation solutions partner in the world before a successful exit in 2021. He is also a US Marine Corps Veteran where he served in the Infantry and deployed to some very hot climates. In his free time, Casey likes to skydive, climb mountains, and pretend to be a hungry bear for his two kids.
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