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Notes from the data layer.
Practical, no-fluff writing on measurement, tag management, and building an analytics stack you can trust.
The Data Layer — The What and the How
Ask a developer what the data layer is and you’ll get a technical answer. Correct, and almost entirely beside the point — the data layer is a contract between your business and your tools, and most implementations get it wrong.
Read articleYou Are Sitting on a Goldmine
Ten years ago, enterprise-grade data was a rich company’s game. That world is gone — the price of admission quietly dropped to almost zero, and most companies haven’t noticed.
Read articleThe Price of the Search for the Holy Grail of Data
Every few months a new tool promises to finally make your analytics perfect. But the belief in a single source of truth is rarely free — and the decision, not the grail, was always the point.
Read articleWhy a Data Warehouse Is One of the Best Bets You Can Make
Dashboards answer yesterday’s questions. A data warehouse lets you answer tomorrow’s. Here is why centralizing your data pays off faster than most teams expect.
Read articleGetting the Most Out of a GTM Setup — and How to Monitor It
Google Tag Manager is easy to start and easy to break. A few habits around structure, governance, and monitoring keep your tracking trustworthy as it scales.
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