Joy Brazelle

Solutions Lead

I’ve spent over 18 years helping clients use analytics to improve the performance of their websites , SEO, paid search and other marketing programs, with a brief detour to the FinTech worlds to see how alternative payment options impact the very, very bottom of the funnel.

Posts by Joy Brazelle

With the whirlwind of lawsuits and allegations based on recent (and not so recent events), FTC and other government activities, things are getting real. But, I am not pointing these things out as a criticism. I am certain everyone is all for people’s privacy. But certain types of advertising, targeting, and measurement might become a […]

Yes. We all know. We all have seen the message that Google is changing the default attribution model from Last Non-Direct Click to Data Driven starting this week in GA4. And people are losing their minds. And I am unsure why. Most people have not been using GA4 long enough, even if this would be […]

I suspect we are going to see many more terms like surveillance advertising in the future as non-tech savvy folks have a say in what should be fair and just in terms of privacy. “The ‘surveillance advertising’ business model is premised on the unseemly collection and hoarding of personal data to enable ad targeting,” I […]

This, as most things do, seemed like a very funny way to think about what we may expect in 2022. Or, as I say, ‘Smells Like Data Science’. I feel like this is the year that companies are going to embrace machine learning (ML) and artificial intelligence (AI). Especially with privacy changes and the eventual […]

Before I begin, I’d like to credit Danial Nakhaeinia as co-author of this post, he’s who I mean when I reference my favourite data scientest about the mid-way point. So, anyone who knows me, knows I have been ensconced in the attribution world for over a decade. Taking a step back – Attribution, we’ll keep […]

I came across this article over the weekend, ‘Peacock Strikes Direct Access DSP Deals With The Trade Desk, Yahoo‘. It struck me as interesting. Could this describe the perfect storm of all things that have been happening and a glimpse into what is to come with advertising and marketing? What has been happening? For a […]

Heuristics. That’s a good word – a practical way of solving a problem that produces a, potentially not optimal, solution but is good enough based on constraints. The reason I love this word is because, back in the day (pre-machine learning), that (Advanced Heuristics) was a setting option that web analytics software ClickTracks, had and […]

So, let’s not go back to the beginning of (PPC) time – but it is quite fascinating, in case you want a little trip down Wikipedia memory lane –!_Native Hindsight being 20/20, you have to have known that automation/AI/ML was always going to be the way of paid search – especially for Google. Think […]

You hear a lot of mixed reviews about GA4 these days.  But one of my favorite things about GA4 is it gives you the opportunity and ability to turn your old thinking on its head. With GA4, you no longer focus on (outdated) things like page views and sessions. Now, everything is more interaction (event) […]

I’ve been feeling a little reminiscent lately, so I thought I’d dust off a post I wrote a year ago. I hope you enjoy it! A (fairly) new ‘The Ad Platform: eMarketer Podcast’ tackled the question’Why the Buy Side Wants Log-Level Data.’ So, I ask you the question, ‘Why would the buy side NOT want log-level […]