In this episode, my brother, Ben Bailey, drops by and joins me in a conversation about analytics. Ben is a well-known analyst in his own right. He has consulted with some of the world’s biggest brands, as well as with Analytics companies. And (as I tell people) he may be my brother, but he is the best analyst I’ve ever worked with.

The discussion centers around a recent eMarketer survey on measurement and cross-device attribution. This article exposes a dramatic disconnect between marketing priorities and capabilities of both very simple and very complex issues. From simple conversation tracking to complex multi-device matching.

Ben brings his perspectives on data, targeting, and Google Analytics. Do you know how much information about you and your browsing behavior is available to companies? Beyond that, Ben informs us of other targeting data, of which you may not be aware, is used to personalize ads and website content specifically for you.

We discuss some of the limitations of Google Analytics, but also the benefits of this free service. Ben answers the question of how to know when you’ve “outgrown” Google Analytics as a service and need to upgrade to a paid analytics solution.

If you would like to know more about Ben, you can visit him at 2nd Beach Strategy.

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