Mediaboss Marketing

Long the industry standard for measuring digital advertising, Google Analytics launched a significant update recently. More than an update, GA4 provides a whole new paradigm on how to think about and measure web traffic. So whether youre the guy who crunches the numbers, or needs to rely or manage those that do, heres a quick dive on what you need to know about the new Analytics 4.

As a starting point, a quick recap pre-update. Google Analytics, a free tracking tool from Google, provides data on your dealerships website traffic. It reports on things like which content or products are driving traffic on your site, from what website your visitors arrived, where and how they are converting or what actions they are taking on your site, as well as information like users age, gender, country, device, etc. Many vendor dashboards are based on GA4, so whether or not youre viewing it in its native form, youre likely still relying on its data to make decisions.

A key point on the previous Google UA is that tracking was accomplished by placing a block of JavaScript code on your website. And while that worked well for your website, tracking mobile devices required a different version of analytics, for example, GA for Apps, orGoogle Analytics for Firebase, which created a problem. The data from these versions looked quite different from the tracking for your website, often making it difficult to implement consistent tracking.

With the new GA 4, you can now track your website, an app, OR BOTH together. But since page views, bounce rate, or time on site are different for mobile, GA introduced a second change a new data model. To unify the collection methods, GA underwent a complete rethinking of how it works, redefining things like page views, transactions, social interactions, etc., under one concept. These are now referred to asevents.

With the new GA4, an event can be almost anything you choose; a pageview, screen view, or app view. With each event that gets triggered, youll also see extra information that describes the event more closely. These are calledevent parameters.

Also, these properties can now occur in other events. So you can query them together and compare them against each other. It also future proofs the system for the different sorts of devices that you may want to track, like the IoT (Internet of Things) devices or Point-of-sale systems.

As you can see, Google Analytics 4 is a significant update, offering new tools with an entirely new perspective on data and how it represents the digital world. In addition to providing more flexibility in what we choose to send into the system, it also allows Google to plug your data into their existing machine learning systems and provide predictive insights. There is no longer a need to ask questions; rather, GA 4 gives us insights right away with new predictive metrics already built in and available. The new GA4 is also more independent regarding the assumptions about what type of business its looking at. In a nutshell, Google Analytics 4 has moved from being less of a reporting interface where you merely view your data and instead of providing you with D-I-Y tools to build yourself. This means your GA 4 setup doesnt have to look like everyone elses. Of course, this means more advanced planning on your part so the events can be properly interpreted later.

In closing, while the current Google Universal Analytics platform will likely stick around for a while, its pretty clear that GA4 is the next step in the evolution of analytics data. So if youre ready to jump in and see what the new GA4 can do for you, there are three ways to get started (with varying degrees of commitment).

1. If youre ready to fully rely on Google Analytics 4 reporting. Set up a new site on a Google Analytics 4 property.

2. Create a parallel new GA4 property collecting data alongside your existing UA property. This will also establish a connection to migrate configuration settings from your UA property to your new GA4 property when youre ready.

3. Add Google Analytics 4 to a site that already has Analytics. Your UA property is left unchanged and continues to gather data.

Note: youll need Edit permission on your current account. Read more on setup here.

Ed Steenman is the owner of Steenman Associates that provides traditional and digital media services to automotive dealerships and dealer groups nationally. An internationally recognized writer and presenter on social media and digital strategies, Ed Steenman and his team have been on the 'bleeding edge' of the digital revolution both presenting and implementing digital strategies for a diverse group of clientele. Ed is a regular contributor to leading industry publications including Dealer Marketing Magazine and Construction Equipment Distribution Magazine, as well as a regular guest lecturer at Seattle University and a recurring judge for State DECA events. Recent engagements include keynotes and breakout sessions for Volkswagen of Mexico, the Associated Equipment Dealers Lawson Executive Summit in Chicago and others.

Originally posted here:
Introducing Google Analytics 4: New Tracking & a New Way of Thinking - Dealer Marketing Magazine

A celebration of solidarity with the LGBTQ+ community, Pride Month (celebrated each year in June), over the years, has become a great opportunity for brands to stand up for the cause of equal rights and representation, globally.

However, the Indian brands still are very cautious and often seem to be floundering with half-baked attempts that could best be described as tokenism in most cases.

The creative industry feels that there is still a long way to go for them to champion the cause of equal representation in ads created for and with the community.

Elephant Design Co-founder & Director Ashwini Deshpande says, We have been seeing very specific, focused campaigns during pride months for a couple of years. In most cases, I dont quite feel sure about who they are targeted towards and what their purpose is. I also believe we are still exploring and discovering the proud tone of voice that will work in India. I have cringed at the caricaturing in Bollywood and I do hope we see sensible portrayals of real characters in communication. In any case, we have to do away with tokenisms that happens in June and also for Womens Day, Environment Day and Mothers Day campaigns.

It is not like that the industry has never created compelling pieces of communication representing the community, but the ones that got all the elements right are few and far between.

Some of the campaigns, not necessarily created for Pride Month, which really struck the chord have been Vicks Touch of Love (created by Publicis Singapore, 2017), Fastrack Come Out of the Closet (created by Lowe Lintas, 2013), and OKCupid Indias #AllyOfLove (created by Dentsu Webchutney, 2020).

Most recently, the Bhima Jewellers Pure As Love campaign (created by Animal, 2021), left a big impact. However, the industry at large, might still be manoeuvring in a safe field when it comes to telling stories of the community.

Dentsu Webchutney Lead D&I and AVP Strategy Freya DSouza says, Indian advertising has come a long way when it comes to narratives around the LGBT+ community. Some advertising hasnt aged well, while others have built considerable equity for the brand while staying true to the community and their current circumstance in society today.

Depicting diversity within the community as well as showcasing young Indian LGBT+ faces in advertising have helped open up conversations, especially on social media, around what used to be a sensitive/taboo or even derided issue earlier. That said, most advertising plays it safe in more ways than one, diluting what are essential topics of discussion for the community (issues around discrimination, oppression, legality, and everyday living) to cater to a more mainstream palate. The dialogue around LGBT+ issues in the country is evolving, and as brand marketers and advertisers, we get to decide if we choose to follow the conversation or lead it.

Madison BMB CEO & Chief Creative Officer Raj Nair adds that brands need to be seen as bold, fearless and progressive, just like the members of the LGBTQIA+ community if they really want to make a positive impact.

He highlights, Brands need to be seen as seriously promoting the cause if they want active support from the large community. The last thing the community wants is lip service and anything that could be seen as exploitative. Take the example of Benetton. Heres a brand that, for decades, has thrown all rule books out the window and has been 'woke' way before the word was coined. When Benetton puts out a message, its the most natural fit there possibly could be. The last thing a brand should do is jump on a bandwagon, just for the sake of it, for topicality.

When it comes to expectations for this years pride campaigns, Deshpande wants the brands to rise above tokenism and doesn't want it to be all about selling or increasing gift orders etc.

She points out, Brands need a lot more introspection before they do any Pride Month activities. Apart from one odd campaign, brands need to be clear about how they would be aligning themselves with the changing and open order of gender fluidity & sexual choices. In the absence of a clear & consistent manifesto, a campaign is pure tokenism and may do more harm than not. I want to see human stories that touch all aspects of relationships.

Similarly, DSouza wants to see representation across the gender and sexuality spectrum and perhaps, even a commitment from brands (and agencies) toward the LGBT+ community that extends beyond the campaign and Pride Month, to product, culture and more.

She says, I would love for brands that define themselves as bold, authentic, inclusive etc. in terms of brand persona and TOV to bring this to bear in advertising for the LGBT+ community, and extend the dialogue around what representation in advertising can and should be. Of course, this pertains to all brands but lets start somewhere. I do believe we can and should move beyond the depiction of same-sex couples and transwomen alone to include more of the spectrum of sexuality and gender. For example, while weve had trans representation (and I welcome more and more of it!), weve rarely seen transmen showcased in advertising. Why is that? Weve never spoken of pansexuality, bisexuality or asexuality.

Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)

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Will brands rise above tokenism and topicality this Pride Month? - Exchange4Media

Dallas businesswoman Kristy Noble was sworn in Thursday morning as the new chairwoman of the Dallas County Democratic Party.

Noble, 50, emerged victorious after hours of voting in a five-person race to replace Carol Donovan, who announced in May that she was resigning after six years as chairwoman of the party.

She promised to bolster her partys machinery and help Texas Democrats win statewide races, something the state party hasnt done since 1994. But Dallas County Democrats have dominated local politics, though Noble says there are still opportunities for improvement.

There is still room to increase the Democratic turnout in Dallas County, specifically in some of the gerrymandered safe districts, Noble told The News on Thursday. We have room to get more Democrats out to vote in areas that are primarily Democrat voting. We just have to have more focus on those areas, and there are still legislative seats that are not blue in Dallas County

During Donovans term Democrats wiped out all but two Republican statehouse members with districts entirely in Dallas County University Parks Morgan Meyer and Garlands Angie Chen Button. Both Republican lawmakers will be targets for Democrats in 2022.

And Noble said Dallas County could play a pivotal role in flipping Texas from red to blue.

If were going to really push to turn Texas blue, which is ultimate goal, we need every representative out of Dallas County to be a Democrat.

Noble is co-founder of the Funky East Dallas Democrats, one of the most active political clubs in Dallas County. She beat several candidates in an in-person/virtual election to win the seat. Now shell complete Donovans unexpired term.

It took three rounds of voting Wednesday for precinct leaders to select a winner. The election ended around midnight, with Noble finishing ahead of Dallas lawyer Millie Domenech, former DeSoto council member Candice Quarles and two other contenders.

Nobles priorities include increasing voter turnout in the south and southwest portions of the county, expanding the partys donor base and making the party more transparent and inclusive.

In some areas of Dallas County, particularly in the south, precinct leadership posts are vacant, meaning that those areas arent fully empowered to turn out votes or exercise their clout at party meetings. And though Democrats rely heavily on Black and Hispanic voters, there has never been a Black or Hispanic person to lead the local party.

Noble told The News that shell be an inclusive leader and help build the party across all areas of the county.

With the existing precinct chairs, we empower them by charging them with the following: How do we get out the vote? How do we register voters? And how do we build a more Democratic, active community within each of their neighborhoods and precincts? she said. We then listen to them and empower them to start that process. If we can do that with existing precinct chairs, thats going to build the momentum in those areas.

Since 2006, Democrats have dominated Dallas County politics, winning nearly every contested countywide race. The exception was 2014, when Republican Susan Hawk beat incumbent Democrat Craig Watkins to become Dallas County district attorney. In 2018, former state District Judge John Creuzot reclaimed the seat for Democrats.

Donovan wished her successor the best.

Though I look forward to my retirement, I will miss the adventures, the excitement and mostly, the people with whom I worked, Donovan said in a statement released by the local party. The party welcomes the new chair and I wish her a successful term.

Dallas County voters in the 2022 Democratic primary will pick the next chairperson of the local party. That race, expected to be held in the spring, will feature voters across the entire county, not just the partys precinct leaders.

Noble said she will run for reelection in 2022.

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Kristy Noble elected to lead the Dallas County Democratic Party - The Dallas Morning News

(Maricopa County Recorder's Office)

PHOENIX The Republican and Democratic parties continued losing ground to other in metro Phoenix voter registration numbers last month, according to elections officials.

Other independents, no party preference and parties other than Democrat, Republican or Libertarian made a net gain of 7,146 active voters in May, according to data in a tweet Tuesday by the Maricopa County Recorders Office.

That nearly doubled the combined pickup by the two major parties, with Democrats adding 2,201 voters and Republicans 2,007.

Most of the other gains came in the form of 5,655 new registrations. On top of that, 3,322 previously registered voters switched to other, although 1,841 moved from that group to an official party.

Meanwhile, Democrats added 2,660 new voters in May, but they lost 459 more voters who changed affiliation than they gained.

Republicans had a larger pickup of new voters than the Democrats, with 2,860, but their net loss through affiliation changes was also higher at 853.

Among the changes, 317 Republicans switched to Democrat, while 260 voters went in the other direction.

With other on the rise, the major party shares in the Phoenix area have decreased since the 2020 general election. The GOP still has the largest slice of the county voting pie but has been losing ground.

In fact, Republicans are down more than 7,000 voters since the November election, while Democrats have increased by around 1,300. That gain, however, is dwarfed by the more than 31,000 other pickups.

As of Thursday morning, according to Maricopa County Recorders Office data, metro Phoenix had 2,620,261 active voters, with 907,884 Republicans (34.6% of the total), 815,696 Democrats (31.1%), 24,389 Libertarians (1%) and 872,292 other (33.3%).

By contrast, according to the Arizona Secretary of States Office, Maricopa County had 2,595,272 active voters at the time of the November 2020 general election, with 915,227 Republicans (35.3%), 814,343 Democrats (31.4%), 25,025 Libertarians (1%) and 840,677 other (32.3%).

According to the latest available statewide data, Arizona had 4,292,330 active voters as of April: 1,496,769 Republicans (34.9%), 1,374,001 Democrats (32%), Libertarians 37,948 (.9%) and other 1,383,612 (32.2%).

The recent Phoenix-area registration trends are far different than what was seen after the previous presidential election.

The changes between the November 2016 general election and April 2017 were far more balanced, with Republicans and other each gaining more than 11,000 active voters and Democrats adding about 7,000.

CORRECTION: Earlier versions of this story incorrectly counted 734 party switches within the other category as gains for that category. The impacted numbers have been updated.

Have a story idea or tip? Pass it along to the KTAR News team here.

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GOP, Democrats losing ground to other in metro Phoenix voter registration - KTAR.com

Court documents released this week revealed that U.S. Rep. Mo Brooks of Huntsville has not yet been served with a lawsuit accusing him of breaking laws to help incite the Jan. 6 riot at the U.S. Capitol.

The lawsuit comes from Democratic U.S. Rep. Eric Swalwell of California. Those documents revealed Swalwell has gone as far as hiring a private detective to serve Brooks.

Brooks has been relatively quiet on the matter, until Friday afternoon.

Thats when his Twitter account began a string of tweets for Swalwell showing Brooks in various forms of disguise from wearing a cap that say Im not Mo Brooks to hiding behind a tree.

As of Friday afternoon, Swalwell had yet to respond.

As you can imagine, the responses range from total support to complete outrage.

Check them out below, and learn more about the lawsuit HERE

.@ericswalwell pic.twitter.com/BsWDmrFCev

Mo Brooks - Endorsed By President Trump (@MoBrooks) June 4, 2021

.@ericswalwell pic.twitter.com/GWOExf1Onw

Mo Brooks - Endorsed By President Trump (@MoBrooks) June 4, 2021

.@ericswalwell pic.twitter.com/0gDoH20FfP

Mo Brooks - Endorsed By President Trump (@MoBrooks) June 4, 2021

.@ericswalwell pic.twitter.com/UbY4uf51id

Mo Brooks - Endorsed By President Trump (@MoBrooks) June 4, 2021

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Huntsville's US Rep. Mo Brooks hits Twitter to troll Democrat trying to sue him for Capitol riot - WAAY