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Enhanced 1st Party Audience Segmentation

Strategy

  • Easyjet wanted to understand how to build an external attribution solution with GA360 data in BigQuery to better optimise their omnichannel marketing
  • Incubeta’s attribution specialists led a 3-part workshop series to demonstrate the business value of attribution analysis in addition to the common pitfalls
  • The workshop series covered hands-on dashboarding exercises with some of Easyjet’s live data and technically focused coding sessions in SQL & Python

Results

  • After the workshop series, Easyjet’s analytics team were in a position to better prioritise attribution modelling alongside other analytics activation projects

"Through our partnership we expanded our data analysis capabilities from purely GA to the use of Google BigQuery & GCP, with the Attribution workshops being incredibly helpful for developing our data analysis roadmap"

Shanika Trotman, Lead Technical Implementation Analyst
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