Blog - Lynchpin

Our Blogs

Lynchpin’s thoughts, findings and ramblings about everything analytical, to help you to anticipate the future, be more innovative in your customer engagements, and to drive meaningful business change.

December 11, 2024

Automated testing: Developing a data testing tool using Cursor AI

November 15, 2024

(Video) Applying RegEx filtering in Looker Studio to clean up and standardise GA4 reporting

by Kevin Thomson

October 3, 2024

Webinar: Navigating Recent Trends in Privacy, Measurement & Marketing Effectiveness

September 5, 2024

Benefits of marketing mix modelling: Why is MMM so popular right now?

by Anne Sargeant

Decorative graphic to illustrate Custom Event Data Import in GA4

July 17, 2024

Google (finally) supports Custom Event Data Import in GA4

by Lewis Walker

July 2, 2024

Working with dbt & BigQuery: Some issues we encountered and their solutions

June 13, 2024

(Video) ‘(not set)’ landing page values in GA4: Explained

by Kevin Thomson

May 23, 2024

(Video) Breaking down user metrics in GA4

by Kevin Thomson

February 20, 2024

Data & Analytics for Financial Services: 6 Ways to Unlock Further Value

January 22, 2024

Reviewing AWS Step Functions: The benefits and limitations

December 19, 2023

Web Summit 2023: ‘AI’ Comes Up Trumps

November 23, 2023

6 ways server-side tracking can help supercharge your website

November 15, 2023

(Video) A quick guide to Path Exploration in GA4

by Kevin Thomson

November 8, 2023

(Video) ‘Thresholding applied’ in GA4: What this means and how to remove it

by Kevin Thomson

November 1, 2023

(Video) Create quick custom funnel explorations in GA4

by Kevin Thomson

October 18, 2023

(Video) How to use Comparisons in GA4

by Kevin Thomson

October 11, 2023

(Video) GA4 Segments: How to create them and things to note about each type

by Kevin Thomson

October 4, 2023

(Video) Attribution modelling and reporting in GA4 explained

by Kevin Thomson

September 19, 2023

CASE STUDY: Strengthening measurement strategy, data tracking & collection and reporting for a media organisation

September 6, 2023

Marketing attribution models: How to choose the right one for you

by Sam Clements

March 28, 2023

CASE STUDY: Business intelligence and analytics maturity for a US-based credit union

etl vs elt illustration

October 20, 2022

ETL vs ELT: What’s the difference, and how to choose between them?

September 6, 2022

CASE STUDY: Data architecture, automation and BI for a global publishing company

September 6, 2022

CASE STUDY: Cloud-based automation and BI for a travel business

September 6, 2022

CASE STUDY: Persona development through clustering for a global publishing company

September 6, 2022

CASE STUDY: Sentiment Analysis

September 6, 2022

CASE STUDY: Analytics maturity assessment for a market-leading publishing company

September 6, 2022

CASE STUDY: Optimising digital marketing spend for a global travel organisation

September 6, 2022

CASE STUDY: Econometrics with a pharmaceutical organisation

September 6, 2022

CASE STUDY: Exploiting customer lifetime value (CLV) through advanced analytics

September 5, 2022

CASE STUDY: Analytics maturity assessment for a top 5 global investment company

September 5, 2022

CASE STUDY: Optimising ROI on marketing spend across TV and digital

August 3, 2022

A Guide to Adobe Analytics: The Anatomy of an Adobe Tracking Hit

by Thomas Cumming

June 28, 2022

Why does customer segmentation continue to be important?

by Anne Sargeant

May 23, 2022

Data testing: Leveraging the network layer to support advanced testing scenarios

by Thomas Cumming

March 7, 2022

Server-side GTM: A new data collection paradigm with a familiar face

by Lewis Walker

February 2, 2022

Data Testing: Validating changes made in GTM using Charles

by Thomas Cumming

December 15, 2021

Our Device Lab

by Gary Douglas

November 22, 2021

Apple’s App Tracking Transparency framework: The changes made in iOS 14.5 explained

September 7, 2021

6 Tips and Considerations When Migrating to Google Analytics 4 (GA4)

May 11, 2021

Speed up your Tableau dashboard in 5 simple steps

by Jens Breuning

March 2, 2021

Merge Data Using Power Query in Excel (Step-by-Step)

by Emily Morris

February 4, 2021

Introduction to GA4: Everything you need to know so far

December 8, 2020

Getting Started with Google Optimize

by Kevin Thomson

November 9, 2020

That’s the Way the Cookie Crumbles

by Gary Douglas

October 5, 2020

A Journey to Marketing Attribution

by Anne Sargeant

September 14, 2020

Introduction to PRISM: Skills

by Gary Douglas

August 24, 2020

Automating Salesforce Report Exports in Python

by Nick Mottershead