Lukas Oldenburg -
Lukas Oldenburg

A Digital Analytics Expert who knows how to get things done

Lukas knows the Digital Analytics world down to the tiny technical details (read his articles on Medium). He has led dozens of successful Analytics projects - and some failed ones, too! ;)

Most of all though, he knows how to work, communicate, take responsibility and get things done - with 12 years of leadership experience in various industries (E-Commerce, Digital Solutions Agency, HR).

Before starting his own business, Lukas was the Head of Analytics & BI at siroop, a former E-Commerce startup founded by Swisscom and the large Swiss retailer coop.

Earlier, he acted as Senior Consultant and Digital Analytics Team Leader at Unic, one of the largest Swiss E-Business solutions specialists.

From 2006 to 2012, Lukas acquired a broad digital foundation as the Head of Content & Community for, the German career network and recruiting company owned by McKinsey & Co. and DIE ZEIT, leading a team of editors and community managers.

He has planned and rolled out multiple complex data collection and Analytics setups, using mostly Tealium (client- and server-side), Google Tag Manager, and Adobe Launch / DTM as the data distribution infrastructure (Tag Management Systems), and Adobe Analytics, Google Analytics and Webtrends (now Oracle Infinity) as the Analytics solutions.

His experience goes beyond Web Analytics and Tag Management however, having been the driving force behind Business Intelligence and Customer Data Platform initiatives as well.

Lukas also teaches Digital Analytics at the ProductAcademy.

Originally hailing from the Black Forest in Germany, Lukas graduated in Cultural Sciences at the European University "Viadrina" in "the other" Frankfurt on the German-Polish border.

He speaks German, English, Spanish, Polish, Russian, French and Catalan, JavaScript, Python and PHP, plays the piano and follows NBA basketball.

See Lukas's LinkedIn Profile for more on his professional life and opinions of others.

Some of dim28's Projects

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

Competec with brands BRACK.CH (B2C/B2B) & (B2B)
(large Swiss E-Commerce player and fulfilment specialist)

Lead Analyst and Project Manager for the rollout of "Advanced Tracking and Digital Analytics" for one of the largest B2B/B2C E-Commerce players in Switzerland. The assignment includes:

  • Elaboration of a data strategy and roadmap
  • Specification and roll-out of a standardized Data Layer and a hybrid client-/server-side, ad-blocker-free tracking architecture (via Tealium Universal Data Hub and other technologies)
  • Implementation, configuration and organizational on-boarding of Adobe Analytics and other tools
  • Leading an external Analytics agency which supports dim28 with additional resources, as well as an internal team
Main Tools
Adobe Analytics
Tealium iQ/Event Stream
Google Cloud Platform
Large Bank

Ongoing Digital Analytics implementation, consulting, coaching and support with focus on Adobe Analytics and "Launch, by Adobe".

  • Design and implementation of a standardized tracking infrastructure including consent management across dozens of websites via an Adobe Launch "Extension"
  • Support during the implementation and analysis of the impact of a Cookie Consent Manager
  • Implementation of the integration between a qualitative survey tool (Qualtrics), a user experience measurement tool (Decibel Insight) and Adobe Analytics to have both user feedback, Visit satisfaction and actual website behaviour in one place (all completely anonymous)
Main Tools
Adobe Analytics
Adobe Launch
Decibel Insight

Ongoing Consulting, Training and Implementation for the tracking and analytics infrastructure of the online pharmacies of, and

  • Refactoring and unification of a Google Tag Manager Setup
  • Specification and roll-out of a standardized Data Layer
  • Integrating various Product Attributes from ProductsUp with Google Analytics data
  • Daily consulting and support for Product Management, Online Marketing and CRM Team
Main Tools
Google Tag Manager
Google Analytics
Interdiscountmicrospot, Switzerland
(large Swiss E-Commerce player owned by coop)

Digital Analytics Lead ad interm. Focus is on establishing a solid data quality for Analytics and advertising tools on two complex single-page-application websites and an Online-Behaviour-to-CRM-journey integration.

Main Tools
Tealium iQ/Audience Stream/DataAccess
Google Analytics 360
Google DV360
Salesforce Marketing Cloud (formerly ExactTarget)
Freeletics, Germany
(your personalized fitness coach)

Ongoing Support for Marketing and Product Teams with various Analytics-related tasks, e.g.:

  • Design and lead the implementation of a sustainable Data Layer for
  • Concept and setup of advanced Google Analytics implementations
  • Establish a solid E-Commerce Tracking for Freeletics Wear (within Shopify Framework)
Main Tools
Google Analytics
Google Tag Manager
placeB, Switzerland
(24/7 storage space)
  • Design and coordinate the implementation of an advanced and sustainable E-Commerce Data Layer for the Storage Finder App (Single Page Application)
  • Various ad-hoc support tasks for Product Management and Marketing
Main Tools
Google Analytics
Google Tag Manager, Germany
(high-potential career network owned by McKinsey & DIE ZEIT)
since Aug 2018
  • Ongoing support
  • Continuous enhancement of tracking and reporting infrastructure (partner company dashboards, scalable content reporting etc.)
Main Tools
Google Analytics
Google Tag Manager
Google Data Studio

Consulting, implementation and support focused around:

  • new Data Layer implementation
  • Google Analytics 4 migration

Main Tools
Google Analytics
Google Tag Manager