Doesn’t it feel like associations often seem behind the curve when it comes to technological advancements? Would you agree that there’s a significant lack of knowledge about the impact of Google Analytics 4 on and for associations? On today’s episode, with our guest, we are going to dig into why and how associations can find value in first-party data, why this is SO important, and what they can be doing now to set themselves up for a big advantage in the future.