What’s cooking?
Ideas, guides and field notes on analytics, martech, data engineering and measurement, straight from the Uptimal team.
All articles
MCP for Marketers: Plug Your Whole Ad Stack into Claude and ChatGPT
You have probably done it. Exported a campaign report to CSV, dropped it into ChatGPT and asked what on earth is happening…
Dataform vs dbt: A Technical Comparison for 2026
Most Dataform versus dbt comparisons are a feature table and a shrug. They are also, as of this year, out of date:…
Mobile Measurement Partners (MMPs): What They Are and How to Choose One
Mobile measurement partners (MMPs) have become an essential part of the mobile advertising ecosystem. As more and more businesses shift their focus…
Adobe CJA vs Adobe Analytics: What Actually Differs
If you have used Adobe Analytics for years, Customer Journey Analytics looks superficially like the same product with a different logo on…
Google Meridian: How to Set Up a Bayesian Marketing Mix Model
Marketing mix modelling (MMM) estimates what your marketing actually caused, using aggregate data and statistics rather than tracking individuals. It went out…
What Does CJM Stand For? Customer Journey Mapping Explained
In this blog, we explore how creating a customer journey map can help you get closer to your customers and deliver personalized…
Adobe Tags vs Google Tag Manager vs Tealium iQ
Tag management comparisons tend to be written by someone selling one of the three. This one is not. We implement and inherit…
Server-Side GTM on Google Cloud: An End-to-End Setup Guide
Most guides to server-side Google Tag Manager stop at “click the auto-provision button”. That button is fine for a proof of concept…
Clean Data Is the Real AI Advantage
Every board in the country has approved an AI budget. Far fewer have approved a data budget, which is a problem, because…
An A/B Testing Framework That Actually Scales
Almost every company that runs A/B tests has the same trajectory. The first ten tests are exciting. Somewhere around test forty the…
How to Connect Google Analytics to Gemini CLI: Ask Your GA4 Data Anything
The official MCP GA4 server documentation can be too technical for users with minimal coding experience. This guide provides a clear, step-by-step…
Meta Conversion API – No, the Meta Pixel isn’t necessary anymore!
Technology plays an important role in our daily job as marketers, almost everything we do, to a certain extent, is related to…
The Fine Art of Dashboarding – Part 2
In our previous blog, we looked at some quick wins on how to create dashboards that deliver business impact. Today, we dig…
The Fine Art of Dashboarding
Looking for some tips on how to design and build dashboards that have real business impact? Check out the below recommendations from…
Data Engineering and Data Science – Data’s Dynamic Duo
In this blog, we explore how data engineering supports data science and why it's crucial for organizations to understand the interplay and…
Applications of ML in Digital Marketing
In this article we will explore the latest innovations with just some of the ways ML can augment digital marketing. Let’s look…
1st Party Data Strategy – The time to act is now
In todays blog, we look at how recent and ongoing changes in the Media & AdTech landscape are bringing 1st party data…
From Raw Data to Actionable Insights: Building an End-to-End Data Pipeline with Python and Apache Airflow
In todays blog, we look at how Python and Apache Airflow can be two of our greatest allies when we are ensuring…
Data Modeling & Data Architecture – two sides of the same coin?
Data architecture and data modeling are two interrelated and intertwined concepts which often overlap. Building an efficient, high-performing, and seamless data infrastructure…
David vs Goliath in the Agency Landscape
Large agency or small agency - which is best for your organization? Here's what you need to know.
Conversion Rate Optimization for ROI
In today's highly competitive digital landscape, businesses need to do everything they can to improve their ROI.
Media Tag Management Automation
Media tracking is important, the budget spent in media campaigns of the vast majority of multinational companies is enormous, failing to measure…
Google Analytics 4
Each Google Analytics version is just an updated reflection of the digital marketing industry. GA4 seeks to solve cross-device user identification challenges…
Server-side Tag Management
Server side tagging is a clear improvement over client side tagging. Server side improves data security and reduces page load times, two…
Third Party Cookie Replacement II
Targeting is fundamental. It has changed the way marketing is understood. It has shifted marketing from mass broadcast advertising to a more…
Third Party Cookie Replacement
The phase out of third party cookies in Chrome will mainly affect your web display media activities. Chrome aims for a sustainable…
Browser Fingerprinting
Browser Fingerprinting is a technique that uses your browser characteristics to uniquely identify you.
No articles in this category yet.
Questions? A project in mind? Talk to us.
- Analytics, tracking or data questions: real humans answer, fast
- Enterprise: audits, sGTM, GA4 360, BigQuery and MMM engagements
- Tell us your stack and goals, we reply within one business day