Presented by the Author, Mark Edmondson

World renowned data analyst and engineer Mark Edmondson published the first book on Google Analytics 4. Mark has been an advocate for creating business value and return on investment with Google Analytics 4.
At Web Analytics Wednesday in Copenhagen (2022) he gave an introduction to the book with some core insights from the book.

• Data Projects
• Goal orientation
• Developing Business Value
• Data Modelling
• Data Activation
• The importance of the community

The book also contains specific case studies that highlight ROI on data and the activation of data.