December 12, 2022

The Latest

Seasons greetings friends! It’s that time of year: our last newsletter of 2022. And because gratitude is always the right attitude, we’re sending you a hearty thank you for rolling up your sleeves and figuring it out together this year.

Knowing us, you know we don’t rest on our laurels. So instead of going quietly, we’re coming to you with one of our most important ‘sletters of the year.

From the OS

Out with the UA. In with the GA4.

If your business isn't a crocodile farm then you probably care about site analytics. And if you use Google Analytics then you've likely migrated to GA4 by now. GA4 is an event-based analytics model starkly different from the session-based system it’s replacing. Don't work on a croc farm and don't feel knowledgable enough about GA4? Learn more here (thank you Ellice Janus & Jessie Gibson) and consider these ifs to find your best course of action:

1. If you haven’t migrated to GA4 – don’t panic. Our Data Analytics team has been partnering with Incubeta to ensure that our clients have the right measurement plan and data layer in place to find success with the transition. We can help you right-size the effort and unlock some quick wins.
2. If you’ve migrated to GA4 but don't feel confident in the measurement plan or implementation, we recommend you reach out. Designing the proper data layer and tracking the right events is vital and worth pulling in a partner to work through it collaboratively.
3. If you currently pay for GA360 UA – you should still set up GA4 dual tagging. You just don’t need to move across to an Enterprise license until 2024. (If you’re clever and thinking "let's just pay for GA360 to delay the inevitable" nice try but tough luck - Enterprise UA is no longer available for new customers.)

P+S News

The Dawning of DOOH

Elliott Hasiuk, our digital media principal, was interviewed by one of our favorite pubs AdExchanger on the increasing power of digital-out-of-home. “Marketers tend to think in terms of running a brand campaign or running an acquisition campaign, but we try to tie those together through that messy middle.” What he said!

A (re)introduction has never sounded better

TIDAL wanted to remind music lovers everywhere just what makes them so special. We teamed up with BUCK for a communications and media planning strategy that incorporated immersion and discovery to uncover the right brand voice and developed frameworks that can keep the convo rolling for years to come.

Highly Commended!

We’re proud to be Highly Commended by the Drum Awards for the Most Effective Use of Insight/ Monitoring. We collaborated with Kin to help The Nature Conservancy speak to a young BIPOC audience who cares about the environment but doesn’t know how to help by using data driven tools to uncover new insights and foster engagement.

Hot or Not

We’re partnering with Garbage Day, a Webby Award-winning newsletter about the internet, on a survey looking at what’s over- & under-hyped in the world of the tech as we head into 2023. From the metaverse and subscription apps to BeReal and YouTube Shorts, we’re on a quest to find out what you think is in and what’s totally on its way out. Stay tuned for the results at the top of next year.

What We’re Reading