Too many marketing teams spend more time fixing tracking than interpreting results. Insights and actions take a back seat.
Category: Articles
Long-form content about digital analytics, tips, tricks & tools from Google Analytics to Piwik PRO.
CMOs and marketing agencies don’t only fear losing conversions. They fear losing their jobs. That fear shapes how digital marketing is done.
Raw data has become a status symbol in digital analytics circles. But for most teams, chasing raw data creates more complexity than clarity.
You’ve decided to take control of your analytics data—but now you face a critical decision: Cloud or on-premise?
Data minimisation is a core principle in privacy regulations, such as the GDPR. But it’s also just common sense.
Good documentation doesn’t slow things down. It keeps everything working. This post is for marketing and IT decision-makers, analytics product owners, and anyone responsible for making sure analytics delivers value.
In the age of AI, the safe path—following the approved process—isn’t safe anymore.
If your team is stuck with reports that don’t lead to decisions or tools that don’t quite work together, it might be time to bring in a digital analytics consultant.
You can have bulletproof data. You can follow privacy regulations. You can track users across sessions. But you can’t have all three.
For most of my career in digital analytics, I’ve done a bit of everything. In theory, that sounds like a full-stack analytics dream. In practice, it’s exhausting.