Lukas Oldenburg a.k.a. dim28 knows what the reality of Analytics and Marketing Technology looks like behind buzzwords and self-lauding tool vendors. He is best known for independent Analytics Consulting and his own tools like the Adobe Analytics Component Manager for Google Sheets or the brand-new Piwik Pro Manager which are used around the globe.
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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. Privacy-compliant, developer-friendly and business-focused.
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.
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.
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Example projects & clients
What else? I can also cook pasta, launch airballs and play the piano. For more, contact me!
European Web Analytics vendor Piwik Pro has become a popular option. And deservedly so: It does a lot of things well. But scaling is a challenge, especially when it comes to Tag Manager or Custom Dimensions. My new, free Google Sheets tool "Piwik Pro Manager" changes that.
My article series on Scaling Piwik Pro helps you get started:
Part I: The challenges of creating a scalable, multi-site Piwik Pro Setup
Part II: Bulk-Edit & Sync Piwik Pro Custom Dimensions in multiple Sites
Part III: How to create and maintain a global Piwik Pro Tag Manager Standard across Sites
The new Conversion Import via BigQuery, Google Sheets, and other sources is still in Alpha
The Google Ads Data Manager welcome page reads oh-so promising: "Data manager streamlines the process of sharing first-party data with Google. It provides an easy point-and-click UI to connect to most popular data sources, including from industry partnerships, and enables advertisers to send data to multiple destinations." The reality turned out to be very different.
How Gemini can make (not only) Adobe Analytics report data more useful
I call it Language Salad: Reports full of terms, URLs or labels from all the languages a site offers. A mix that turns analyses into headaches and makes clean segments or report filters near-impossible. Every client of mine chews on Language Salad with varying frequency, no matter how monolingual their Data Layer. But there is a sweetener now. Spoiler: It’s NOT a translation API.
End-to-End Video Walkthrough incl. Full Code
When making sure that processes run in order, “Workflows” have become the go-to method in Google Cloud Platform. Want to get started? This article provides the necessary basics, plus the full code and a video where I build a Workflow from scratch to handle an FTP import to Google Cloud Storage, using a multi-purpose Cloud Function.
Google Cloud Platform's Firestore super-fast document database is just the right complement to BigQuery's power with analytical queries.
Whether you're new to Firestore or not, my Firestore blog series will help you get even more out of it:
#1 & #2: How to Play God with Firestore, and Firestore vs. SQL
#3 to #5: Properties any Document Needs & Handling Concurrent Document Updates
#6: Automatically Sync Firestore Documents to BigQuery
A look at substitutes for Data Warehouse, Data Feeds, Alerts, User Stitching, Analytics 4 Target, and more
Have you delved into Customer Journey Analytics (CJA) yet? I finally did this year. And I discovered plenty to admire — but also some obstacles that Adobe should tackle before I’d migrate clients from Adobe Analytics (AA) to CJA. Curious about the highlights and challenges? Here’s my personal rundown.
We are not really in an “Age of User-Centric Analytics” yet — rather the Opposite
Especially since the advent of Google Analytics 4, I have been hearing the argument ever more frequently: Sessions have become irrelevant. We are in an age of “user-centric” Analytics. Not really. But what would be the ideal measurement time frame?
Account usage and Workspace stats, editing eVars, props, Succcess Events are now free
Cleaning up Adobe Analytics components and workspaces in a data-driven manner, keeping an eye on login & workspace viewing trends over time, managing multiple Virtual Report Suites’ Curated Components in an efficient manner, harmonizing duplicate segments & calculated metrics, replacing a dimension, segment or metric by another one everywhere — many Admins save hundreds of hours with the Adobe Analytics Component Manager for Google Sheets already.
Heavenly and Devilish Examples of Server-Side Tracking
Server-side tracking, especially in the form of server-side Tag Management, is one of the hottest trends in Digital Analytics and Marketing. This article gives an introduction and highlights the potential for good and bad. And when did “first-party data” mutate into an irony of itself?
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, I 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.
Also: Check out the video of our presentation (together with David Hermann) at Superweek 2023 on the topic.
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.