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 [email protected] and Tom at [email protected]