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Third day at the Google Analytics conference at Google. The day started off with a talk by Hal Varian, Chief Economist at Google. Hal is just at another level when it comes to analysis! He does a very good job at taking something complex and make it simple for the rest of us to understand :).

Didn’t take a lot of notes (I was mesmerized most of the time) but here are some takeaways:

  • Data is available and relatively cheap but we still need humans to analyze and make sense of all these piles of data
  • Check out this graph about the US recession,, and I’m sure you’ll agree it is not a pretty picture!
  • I really liked his comment, “if you torture the data long enough it’ll confess to anything.”
  • If you haven’t already, check out this very cool and super useful tool, Google Search Insight. With this tool, one can assess patterns of search volume. you can select a specific region or categories, time frames, and properties. See seasonality impacts on keywords related to what you sell, compare search volumes, and more. Don’t forget to examine the “forecast data”.


State of Digital Marketing Analytics

The 2020 State of Digital Marketing Analytics examines the marketing technology that supports the world's most successful enterprises and highlights the challenges and strategies for navigating the new normal..