Tag Archives: bigquery

175: Hope Barrett: SoundCloud’s Martech Leader reflects on their huge messaging platform migration and structuring martech like a product

In twelve weeks, Hope led a full messaging stack rebuild with just three people. They cut 200 legacy campaigns down to what mattered, partnered with MoEngage for execution, and shifted messaging into the product org. Now, SoundCloud ships notifications like features that are part of a core product. Governance is clean, data runs through BigQuery, and audiences sync everywhere. The migration was wild and fast, but incredibly meticulous and the ultimate gain was making the whole system make sense again.More

64: Procrastinator’s guide to Google Analytics 4

I am going to tell you GA4 is getting a much worse rap that it deserves precisely because so many marketers have been deep in GA3/UA for so long. Changing habits is tough, and GA4 makes it more challenging because of a new interface, not too mention a completely different approach to web analytics. No big deal – you can learn all this in a Sunday afternoon, right?More