Independent Digital Analytics Expertise

Yes, everyone is saying stuff like "data is the new oil" these days. In your organization however, data has the look-and-feel of radioactive mud? You are not alone.

dim28 knows what the reality of Marketing Technology and Analytics looks like - behind buzzwords and self-lauding tool vendors.

Lukas Oldenburg
Lukas Oldenburg

A Digital Analytics Expert who gets things done

dim28 is run by Lukas Oldenburg who knows the Digital Analytics world down to the tiny technical details. He has led dozens of successful Analytics projects - and some failed ones, too. Large E-Commerce sites are his forte, Adobe & Google Analytics, Tealium and Google Tag Manager are his main playgrounds.

He takes responsibility and gets things done - with leadership experience in various industries (more on Lukas, dim28's clients and projects).
See LUKAS's articles

Get to know me and find out what makes your users click - just click that shiny button! ;)

Data Collection that scales

Client- or Server-Side Tag Management for websites, mobile apps or IOT - get the data where you need it in a sustainable and scalable way. No need to fear ad blockers, but still privacy-compliant.

Your Head of Digital Analytics for Rent

Great talent is hard to find. Rent me as your Interim DIgital Analytics Expert or Analytics Project Manager and get your Digital Analytics setup or team up to speed - or back on track. I can also organize additional resources.

Adobe Components in Google Sheets

Drowning in thousands of Adobe Analytics Segments, Metrics, Dimensions or Date Ranges? Stay afloat and help your users with the Adobe Analytics Bulk Component Manager for Google Sheets.

Example projects & clients

What else?
I can also cook pasta, launch airballs and play the piano. For more, contact me!

Recent Articles by Lukas Oldenburg

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Bots & Analytics: Common Failing Approaches to Bot Filtering, including AI, and how to solve them

From Filtering out Bots to Filtering in Humans
This is the never-ending story in 2 acts on how to deal with Bots in your Google or Adobe Analytics data.
In part 1, I review common, yet usually insufficient or even completely failing approaches. Why did I give up on AI-driven solutions like ReCaptcha, Akamai Bot Manager or Ad Fraud Detection tools? How good are the built-in Bot Filters? Should you at least maintain Bot Filters/Segments on top of GA views/AA Virtual Report Suites? Why does Server-Side Tracking exacerbate the Bot issues?

In part 2, we will look at a client who saw Bot Traffic surging to over 40%, a case which made me reconsider entirely how to approach Bot Filtering. We show a 2-layered system which turns traditional approaches upside dow - instead of filtering out Bots, the focus is on filtering in humans.

Read Full article on medium
Use Google Tag Manager Server-Side for Visitor Stitching by Querying a GCP Database in Real-Time

How to use Server-Side GTM + Pubsub + Python + Firestore to get attributes from a database about a User, Products, or anything

I show (including code examples) how you can use Server-Side Google Tag Manager to enrich client-side data (e.g. from a data layer) by querying a database on the Google Cloud Platform in real-time and returning the output to the (server or browser) client.  It uses Cloud Functions, Template Data Storage for Caching and PubSub to generate asynchronous responses. You can of course query any other data in similar fashion, e.g. sensitive product data (e.g. profit margins) or anything else.

Read Full article on medium
Webinar: "From Ad Cost to Bottom-Line Revenue and Profit Margins"

When you tell Google you earn 100 dollars, but in fact you earn 47, it is time for "Bottom-Line Analytics"!

Lukas's first webinar at the renowned SDEC showed why Conversions can be bad for you - due to the so-called "blind spot of Marketing Measurement". He showed, with real-life examples, how to shed light on the often vast gaps between tracked and actual "bottom-line" revenue. Moreover, Lukas outlined how you to get Ad Cost and Bottom-Line Revenue and Profit into Adobe Analytics.

GET THE SLIDES Here (Contact me for the full video)
7 Steps to Clean up Adobe Analytics in a Data-Driven Way

Merge duplicate segments and calculated metrics, delete unused components, and get rid of those thousands of old workspaces

Thanks to the Adobe Analytics API, you can finally get your Analytics setup back under control and put an end to user (and admin) frustration because of seemingly endless lists of components with similar names, duplicates etc.

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Why Adobe Analytics’ E-Commerce Data Model is Superior to Google’s

And why Adobe’s Product Management should not forget this

No data siloes, powerful segment-based metrics that work for both product- and non-product dimensions, product-specific attribution, offline data enrichments, all in an intuitive drag-and-drop interface that requires no tech skills to work with — why I think Adobe has the best offer for E-Commerce Analytics.

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