By Enrico Pavan
summary
Case study details actual setup results not high-level promises: GA4 + UA dual tagging via Google Tag Manager feeds CRM and data lake, a BigQuery + Python pipeline assembles first‑party online and offline events, and a Markov-chain custom attribution replaces vanilla models. Built mail automations, cart-recovery flows and store dashboards; metrics improve — form abandonment gap drops ~85%, out‑of‑stock purchase loss falls ~12.5%, remarketing lift ~20% — so the talk shows concrete tools, code patterns and measurable ROI.
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chapters (19)
- 0:00Analytics and attribution intro
- 3:10Dual tracking GA4 vs UA
- 5:42Case study setup and journey
- 7:27Data sources and measurement
- 12:00UA tracking strategies
- 13:44GA4 user behavior tracking
- 15:51UA data analysis insights
- 18:18GA4 funnel and checkout
- 20:23Cart abandonment and shipping
- 21:47Campaign overlap analysis
- 23:53Mobile attribution models
- 27:29Testing for conversion improvement
- 30:20Forecast models and CRM
- 32:06Results and business impact
- 34:01Q&A
- 34:24CRM analytics recommendations
- 39:42GA4 migration advice
- 40:46Custom attribution benefits
- 44:01Wrap-up and closing
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