Data Layer
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[Case Study] Rebuilding analytics for a multi-domain tourism SPA
A large-sized Italian tourism operator running hop-on-hop-off bus tours and experience bookings across three domains came to me with a common problem: their advertising platforms were not receiving reliable conversion data. Meta, LinkedIn, Google Ads, and TikTok dashboards told conflicting stories. Attribution was unreliable. Nobody trusted the numbers. This is the story of how I rebuilt their analytics infrastructure from the ground up.
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[Case Study] Auditing Adobe Analytics data layers across 8 European markets: what I found
I audited the Adobe Analytics data layer implementation across 8 European websites of a major grocery retailer. Two different data layer architectures, inconsistent page type taxonomies, and diverging product data. Here is what a real-world multi-market audit looks like and what you can learn from it.