#121 Using Dataform and DBT in modern analytics (with Verónica Delgado-Benito at Springer Nature)
Full show notes, transcript and AI chatbot - https://bit.ly/4dtzBFh
Watch on YouTube - https://youtu.be/4yo-N2KM8rw
00:00:00 - Introduction
00:01:00 - Veronica's Career Journey
00:02:30 - Transition from Academia to Data Analysis
00:04:00 - Regrets About Leaving Academia
00:05:30 - Current Role as a Product Data Analyst
00:07:00 - Skills Required in Data Analysis
00:09:00 - Bridging Technical and Business Communication
00:10:30 - Experience with Data Tools
00:11:30 - Tech Stack and Tools Used
00:13:30 - Data Culture in the Workplace
00:14:30 - Project Collaboration with Measurelab
00:15:30 - Overview of the Dataform Project
00:16:30 - Choosing Between DBT and Data Form
00:18:00 - Benefits of Dataform's Structure
00:20:00 - Maintaining and Scaling Data Solutions
00:23:00 - When to Use Dataform or DBT
00:25:00 - AI's Role in Data Management
00:29:00 - Learning and Adapting to AI
00:32:00 - Conclusion and Final Thoughts
00:49:00 - Closing Remarks and Encouragement
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Episode Summary:
In this episode of The Measure Pod, Dara and Matt are joined by Verónica Delgado-Benito to chat through her journey from molecular biology PhD to data analyst at Springer Nature. They cover everything from her time in venture capital at Project A, to the quirks of working in scientific publishing—and what it’s like to swap lab coats for dashboards. They also dig into a recent project we worked on together using Dataform to streamline reporting across Springer’s complex analytics setup.
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About The Measure Pod:
The Measure Pod is your go-to fortnightly podcast hosted by seasoned analytics pros. Join Dara Fitzgerald (Co-Founder at Measurelab) & Matthew Hooson (Head of Engineering at Measurelab) as they dive into the world of data, analytics and measurement—with a side of fun.
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If you liked this episode, don't forget to subscribe to The Measure Pod on your favourite podcast platform and leave us a review. Let's make sense of the analytics industry together!
The post #121 Using Dataform and DBT in modern analytics (with Verónica Delgado-Benito at Springer Nature) appeared first on Measurelab.
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50:12
#120 Marketing analytics updates and a BigQuery health check
Full show notes, transcript and AI chatbot - https://bit.ly/42SW2yG
Watch on YouTube - https://youtu.be/08gLvHthNuw
00:00:00 – Introduction
00:05:37 – ChatGPT shopping and e-commerce
00:08:50 – AI impact on data tracking
00:12:28 – Natural language data analysis tool
00:16:18 – Discovery Catalog for Cloud Storage
00:19:11 – Data accessibility in BigQuery
00:25:23 – AI-generated insights in GA4
00:27:56 – Cloud Code features in IDE
00:30:36 – Data robustness in BigQuery
00:35:45 – Data layer responsibilities in marketing
00:39:47 – Importance of monitoring data integrity
00:42:51 – Documentation and data governance
00:46:56 – Derelict data warehouse issues
00:49:12 – Data governance and documentation
00:54:26 – Principles of least privilege
00:58:03 – Infrastructure as code with Terraform
01:00:04 – Audience participation ideas
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Episode Summary:
In this episode of The Measure Pod, Dara and Matt dive into a whole mix of marketing analytics news and musings. From new BigQuery features and GA4 updates to ChatGPT integrations and data quality best practices, they cover what’s actually worth knowing. It’s a loose but lively chat full of useful insights, personal takes, and a healthy dose of “pinch of salt” news. Expect talk of snooker, rogue GA4 permissions, and why naming conventions are the hill we’ll die on.
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About The Measure Pod:
The Measure Pod is your go-to fortnightly podcast hosted by seasoned analytics pros. Join Dara Fitzgerald (Co-Founder at Measurelab) & Matthew Hooson (Head of Engineering at Measurelab) as they dive into the world of data, analytics and measurement—with a side of fun.
-----
If you liked this episode, don't forget to subscribe to The Measure Pod on your favourite podcast platform and leave us a review. Let's make sense of the analytics industry together!
The post #120 Marketing analytics updates and a BigQuery health check appeared first on Measurelab.
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1:01:59
#119 Google Cloud Next 25 roundup
Full show notes, transcript and AI chatbot - https://bit.ly/3Gg5HHZ
Watch on YouTube - https://youtu.be/dcZhmVY_Bl0
00:00:00 - New co-host introduction.
00:04:01 - Google Next 25 conference highlights.
00:08:10 - CapEx spend on cloud and AI.
00:12:37 - Cross-cloud collaboration and flexibility.
00:15:40 - Gemini's integration in Firebase.
00:21:01 - Autonomous data AI platform.
00:25:10 - Data tools and data quality.
00:27:01 - Data quality challenges and solutions.
00:30:15 - Building with good foundations.
00:36:08 - Unstructured data in AI platforms.
00:40:10 - BigQuery as enterprise advantage.
00:42:56 - BigQuery vector search capabilities.
00:48:11 - Multi-agent systems and autonomy.
00:51:20 - Importance of robust data.
00:54:06 - BigQuery and unstructured data.
00:58:05 - Reducing repetitive work through automation.
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Episode Summary:
In this episode of The Measure Pod, Dara and Matthew take the reins and dive into the biggest takeaways from Google Cloud Next 2025. From shiny new features to subtle shifts in direction, they cover the bits that matter—what’s exciting, what’s useful, and what might actually change the way we work. Plenty of ground covered. Plenty of thoughts shared. And just the beginning of what’s to come.
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About The Measure Pod:
The Measure Pod is your go-to fortnightly podcast hosted by seasoned analytics pros. Join Dara Fitzgerald (Co-Founder at Measurelab) & Matthew Hooson (Head of Engineering at Measurelab) as they dive into the world of data, analytics and measurement—with a side of fun.
-----
If you liked this episode, don't forget to subscribe to The Measure Pod on your favourite podcast platform and leave us a review. Let's make sense of the analytics industry together!
The post #119 Google Cloud Next 25 roundup appeared first on Measurelab.
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1:00:23
#118 Dan & Bhav’s farewell, best moments & a game of guess who
Full show notes, transcript and AI chatbot - https://bit.ly/4kOQnll
Watch on YouTube - https://youtu.be/VI6Qe0rZL1w
00:00:00 - Introduction and Special Announcement
00:00:36 - Dara returns
00:00:57 - Farewell to Dan and Bhav
00:03:29 - Dara's Quiz Introduction
00:04:13 - Quiz Rules and Format
00:06:09 - First Quote: Analytics Belts
00:10:34 - Second Quote: Eggs in One Basket
00:14:06 - Third Quote: Enduring Pain
00:14:06 - Fourth Quote: Curiosity
00:17:44 - Fifth Quote: All Models Are Terrible
00:20:11 - Sixth Quote: Data is Directional
00:23:20 - Seventh Quote: Automating Bad Decisions
00:24:25 - Eighth Quote: Lamborghini
00:27:17 - Ninth Quote: Last Click and McDonald's
00:30:40 - Tenth Quote: Hoarding numbers
00:38:29 - Reflecting on Favourite Episodes
00:49:11 - Learning from Podcasting.
00:54:26 - Sharing your Voice and Knowledge.
00:57:12 - Contributing Within Your Workplace.
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Episode Summary:
In this special episode of The Measure Pod, Dan and Bhav bid farewell as they step back from the show, making way for Dara to take the helm as a familiar voice returning to the podcast. Dara puts Dan and Bhav through their paces with a memory-based quiz, and they reflect on their favourite moments and learnings from hosting the podcast.
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About The Measure Pod:
The Measure Pod is a podcast hosted by Daniel Perry-Reed the Principal Analytics Consultant and Trainer at Measurelab and Bhav Patel then Director of Experimentation and Analytics at LeanConvert - veteran practitioners of the marketing and product analytics industry. Join us, and the occasional guest, on our quest to make sense of the analytics industry, having some fun along the way.
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If you liked this episode, don't forget to subscribe to The Measure Pod on your favourite podcast platform and leave us a review. Let's make sense of the analytics industry together!
The post #118 Dan & Bhav’s farewell, best moments & a game of guess who appeared first on Measurelab.
Full show notes, transcript and AI chatbot - https://bit.ly/3CX6tsf
Watch on YouTube - https://youtu.be/Qgg42DI_Z08
00:01:22 Technology's Role in Analytics.
00:06:48 E-commerce transaction percentage in Coppel.
00:09:19 Attribution challenges in marketing.
00:12:41 Human understanding in technology.
00:19:23 E-commerce impact on business growth.
00:22:32 Omni-channel marketing evolution.
00:30:39 Impact of User-Generated Content.
00:34:10 Human understanding in data analysis.
00:39:05 Attribution models evolution.
00:41:44 GA4's impact on measurement.
00:49:08 Analytical credibility in marketing.
00:51:31 Marketing measurement methodologies.
00:54:45 Outro
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Episode Summary:
In this week's episode of The Measure Pod, Dan and Bhav are joined by Jorge Ahumada Garcia from Coppel, one of Mexico’s largest retailers and banks. They dive into marketing mix modelling (MMM) and multi-touch attribution, exploring the balance between new technologies and traditional methods. Jorge shares his experience navigating the evolving analytics landscape, while Bhav highlights the importance of understanding the tech we rely on—rather than blindly trusting automation.
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About The Measure Pod:
The Measure Pod is a podcast hosted by Daniel Perry-Reed the Principal Analytics Consultant and Trainer @ Measurelab and Bhav Patel then Director of Experimentation and Analytics @ LeanConvert - veteran practitioners of the marketing and product analytics industry. Join us, and the occasional guest, on our quest to make sense of the analytics industry, having some fun along the way.
-----
If you liked this episode, don't forget to subscribe to The Measure Pod on your favourite podcast platform and leave us a review. Let's make sense of the analytics industry together!
The post #117 Marketing incrementality, attribution & ROI optimisation (with Jorge Roberto Ahumada Garcia @ Coppel) appeared first on Measurelab.
The Measure Pod is your go-to fortnightly podcast hosted by seasoned analytics pros. Join Dara Fitzgerald (Co-Founder at Measurelab) & Matthew Hooson (Head of Engineering at Measurelab) as they dive into the world of data, analytics and measurement—with a side of fun.
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