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.

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

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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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What a Customer Data Platform (CDP) Should Offer

From Real-Time Multi-ID User Stitching to Triggering Flexible Actions

The number of vendors claiming to offer a Customer Data Platform (CDP) has skyrocketed. From e-mail specialists to tag management providers — as long as a product used to offer something with customer data and had some APIs for data input and output, it now is likely called a “CDP”. The CDP Institute’s “Vendor Comparison” lists 53 solutions alone! Let’s try to define a CDP and look at its most important components.

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Server-Side Tag Management: Satan or Saviour?

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?

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Who is Losing Interest in Adobe Analytics? — 3 Key Indicators

How to Measure User Adoption of your Adobe Analytics Setup and Prevent Co-Workers from Churning
Am I doing a good job in terms of user adoption of Adobe Analytics at my organization? Which co-workers are starting to lose interest? Which ones are emerging Power Users? Which data topics deserve more attention, i.e. enhanced reporting & tracking? Part 1 of this article reviews account logs, their issues and shows 3 key reports Admins should focus on.
The account usage logs of Adobe Analytics offer a lot of cool data to monitor if the Digital Analytics team is doing their job. However, they are not without pitfalls. A Project View may not be what you think it is. How fresh is the data? And how do you deal with the different logging languages? A checklist and some code examples in the Part 2 should help.

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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.

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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)
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