Eric Betz & Julia F. Kost: Drive the Change With GA4

Eric Betz & Julia F. Kost on Stage at Analytics Summit 2024.

Speaker: Eric Betz, Product Owner Data & Analytics at Mercedes-Benz & Julia F. Kost, Senior Consultant at Mercedes-Benz Consulting

Description: The last few years have been characterized by challenges when it comes to Google Analytics - data protection, missing features, and new things to learn. Let's look back at the migration of GA4 for Mercedes-Benz to see how we mastered these challenges, what we learned, and what best practices we derived from this time. * Retro of challenges * GA4 approach (globally scalable setup, blueprints, efficient implementation, ensure data privacy and holistic enablement and rollout concept) * Deep Dive—Approach and sGTM Case Study * Deep Dive—GA4 Enablement Program.