Webinar Schedule

The Hidden Cost of Data Debt – and the Joy of Clean Google Analytics

July 24, 2025 11:00am PST
Presenter: Seth Chalmers Search Party

Description
In destination marketing, the pressure to be data-driven is constant – but what if the very data we rely on is quietly holding us back?  Join Seth Chalmers, founder of Search Party, for an insightful and practical webinar on a growing issue plaguing tourism marketers: data debt. From migrated GA4 properties cluttered with legacy tracking to mislabeled key events and dashboards full of noise, most DMO teams are unknowingly working from a foundation that’s flawed at best – and misleading at worst.  In this session, Seth will unpack how data debt builds up over time, why it blocks clear media performance insights, and what destination marketers can do to clean up their analytics environments. Drawing inspiration from the "spark joy" philosophy, this webinar offers a fresh perspective: your GA4 setup should serve your strategy – not the other way around.  Whether you're in the weeds of campaign reporting or steering media decisions at a leadership level, you'll walk away with: A clearer understanding of what data debt looks like in GA4 Practical steps to audit and clean your analytics setup A framework to align your tracking with the real goals of your marketing strategy Let’s ditch the digital clutter – and rediscover the joy of clean, actionable data.

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