Meet the Expert! ✨ Making the most of GA4 with Eric Perrin

Tell us a bit about your background and experience that led you to join our team.

I’ve been privileged to have a dynamic career, spanning diverse industries such as technology, management consulting, and financial services. My journey has taken me to organizations I refer to as ‘digital marketing universities,’ including the likes of Google, Accenture, and Ogilvy & Mather.

Interestingly, my introduction to Google Analytics happened during my initial week at Ogilvy, right out of college. While it seemed like a detour from my initial ambition to be the next Don Draper, it turned out to be an unforeseen blessing. This early encounter with data analytics set the stage for my career, cultivating my proficiency in marketing strategy and data analytics. Gaining fluency in Google Marketing Platform (GMP) was not just beneficial but proved to be indispensable throughout my professional journey.

When I discovered Making Science and its avant-garde approach to digital acceleration—blending their expertise with Google technology—I was intrigued. I saw an opportunity to apply my accumulated experience in unique and impactful ways, and I knew I had found the perfect environment for my next professional adventure.

How would you describe your role within the team and what are your primary responsibilities?

As the Head of Data & Analytics at Making Science US, I’m leading a team of data enthusiasts who, like me, are committed to unlocking and leveraging the transformative power of data. Our mission is to guide our clients towards their goals and we do this by helping them find insightful nuggets that fuel their strategic decisions and ultimately grow their businesses. 

Without measurement, it’s not marketing, it’s gambling, right? With GA4, we empower clients to see a comprehensive view, so that their marketing bets are less of a gamble. We’re maniacally focused on spotting the gaps, encouraging a data-driven mindset, and ensuring we’re all rowing in the same strategic direction.

What are the advantages of being certified in GA4?

It’s not a hard-and-fast rule, but being certified in Google Analytics 4 can definitely make a big difference. It helps to ensure that you’re not just operating the platform, but you’re also capable of unlocking its full potential, identifying insights that might be overlooked otherwise. It’s like the difference between being a tourist and a local in a new city – certification indicates you probably know a lot of the back alleys and hidden gems.

What advantages of GA4 certification are most valuable for your clients?

Certification is just part of the story, but it does indicate that someone has an understanding of the intricacies of Google Analytics 4 and shows their commitment to drawing meaningful, actionable insights from data. Hopefully, this helps clients trust they are receiving cutting-edge insights and strategies from dedicated practitioners, but the proof is really in the work.

Some of the areas that GA4 certification aids the work we deliver are below: 

1. Data-Driven Decisions: Certification helps us validate our strategies for uncovering deeper insights about users’ behaviors across platforms and transforming complex data into actionable strategies. It’s all about making smart, informed decisions that drive growth.
2. Efficiency All The Way: We leverage GA4 to fine-tune our client’s marketing strategies and ad spend. Better insights lead to improved Return on Advertising Spend (ROAS) and overall marketing efficiency. Certification ensures we stay up to date on all the learnings.
3. Privacy-first approach: We navigate this landscape with our clients, offering guidance on data compliance and best practices. Google’s dedication to privacy-first solutions are well imbued throughout the journey to certification. This only reinforces our nuanced understanding of how to deploy the for tools for clients of different tech maturity levels.

Are you ready to extract the most value of Google Marketing Platform? Our team of experts can help you with any need or case you have related to the platform. Don’t hesitate to get in touch!

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