Servian Events | Where are you on your customer data journey and migration roadmap?
As GA4 becomes the default version of Google Analytics, the necessary migration of tooling and measurement approaches are required. This upgrade unlocks the potential for privacy-first features, AI-driven analytics, and cross-channel and cross-device measurement. Being 1990s data-driven won't be sufficient; leading marketing organisations must become fluent in customer behavioural data and activation.