KSS October eKourier 2023

FEATURE

CULTURE SUSTAINABILITY AWARD

THE GA4 SAGA...

Have you ever had this happen? You get really good at using a computer program. You know how to use it, understand the information it gives you, and can fix problems when they come up. Then, suddenly, the program changes, and you have to start learning it all over again.

Where UA captured the “how many,” GA4 analytics are trying to capture and infer the “why” behind the users’ behaviours. The Google data collection model has changed. Where UA was dedicated to session-based modelling, where data is organised into hits, sessions, and users, GA4’s model is event- based. This means that all data is now captured as events We all know that numbers are great, but truly understanding what your audience is experiencing and how they are interacting with your website and business is worth gold. Of course, this doesn’t sum everything up that is being changed between the two platforms, but it is the big picture on why this shift is so dramatic and important. GA4 is a user-centric analytic tool now which means diving deeper with your audience and finding out the problems quicker than playing the guessing game. Although any big shift is scary, we want to invite change that helps us connect with our audience and, ultimately, makes our jobs a lot easier. ‘ ‘

T he KSS Team recently attended the annual conference held by Human Synergistics, who provide our culture survey each year. L to R: Darryl Hodgson - KSS NSW Operations Manager, “DB” David Byrum - Human Synergistics General Manager, Darren Marshall - KSS COO and Tony Vuong - KSS General Manger of Operations. During the conference KSS was awarded the Culture Sustainability Award. The award recognises organisa - tions which have sustained a Construc- tive Culture on a subsequent remeasure using the Organisational Culture Inventory® (OCI). Our 2022 OCI results showed a signifi - cant increase in the Constructive styles and a reduction in the Defensive styles, with a net overall improvement. This change has been recognised by Human Synergistics. This is not the first time KSS has received the Sustainability Award. We were both pleased and proud to accept the award on behalf of everyone at KSS, as recognition of our effort and investment into what we believe is an important part of our business, our culture!

E nter GA4! In the ever-evolving landscape of Digital Marketing, transitioning from Universal Analytics (UA) to Google Analytics 4 (GA4) has become a pivotal step for businesses and website owners. This transforma - tion isn't just about staying up to date; it's about unlocking a new dimension of data insights and adaptability. The enforced switch over might have been a bumpy ride, but it's undoubt - edly a significant moment in Digital Marketing history—one that left marketers both scratching their heads and sharing a good laugh. The Google data collection model has changed. Where UA was dedicated to session-based modelling, where data is organised into hits, sessions, and users, GA4’s model is event-based. This means that all data is now captured as events. Events capture user interactions with a website or app, such as page views, button clicks, video plays, etc. GA4 places a stronger emphasis on event tracking and allows for more granular data collection.

Darren Marshall Chief Operating Officer

Deepa Chirayath Digital Marketing Coordinator

What does all this really mean?

12 Kennards Kourier Oct 2023