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Category: Opinion

Articles that are less technical and more opinionated

Data Layer – Yet Another Reason

January 19, 2016January 15, 2016 ~ Jan Exner ~ 2 Comments

If your new year resolutions for this year included "help your friendly marketer be more successful", I have something for you today. It's a fairly straight-forward thing to do, but it'll help her big time: build a proper, solid data layer for her. There are countless blog articles out there about the advantages of having … Continue reading Data Layer – Yet Another Reason

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Agile? Not yet!

June 16, 2015June 14, 2015 ~ Jan Exner ~ 5 Comments

I have to make a confession: we're not ready for agile. I don't expect anyone to jump up and angrily shout "of course we are! We're doing agile right now!", because, frankly, it is not about what we do that I worry. Analytics loves Agile When I was a developer, back in the late nineties, … Continue reading Agile? Not yet!

Plugins: New/Repeat vs VisitNum

March 31, 2015March 31, 2015 ~ Jan Exner ~ 11 Comments

Here: I would always use the getVisitNum plugin instead of the getNewRepeat plugin. They have a similar use case. Your friendly marketer will probably compare your new visitors against those who've been to the site before. I bet you she has targets that are linked to acquisition of new visitors or rather new customers. Most … Continue reading Plugins: New/Repeat vs VisitNum

What does a Digital Analytics department do?

December 2, 2014December 1, 2014 ~ Jan Exner ~ 1 Comment

I was going to move on to the next step of my journey, replacing more plugins with Dynamic Tag Management features when I came across and article written by Richard Hayes, that I really want you to read, especially if you are a developer and not an analyst or marketer. Read this: What does a … Continue reading What does a Digital Analytics department do?

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Data Elements vs Data Layer

November 4, 2014November 12, 2015 ~ Jan Exner ~ 14 Comments

Have you used a Tag Management system yet? And a Data Layer? Both are good ideas in our business, for a variety of reasons. The one I think is most relevant in this context here is that defining a Data Layer makes a lot of requirements, possibilities, assumptions and limitations explicit. I think in a … Continue reading Data Elements vs Data Layer

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TDD for Analytics, please

July 8, 2014December 2, 2015 ~ Jan Exner ~ 9 Comments

Let me throw out an idea here. Given that you are a developer, I hope you can a) appreciate the idea and b) help me develop it into something that works. The idea is to use test-driven development for Analytics or maybe for digital marketing tagging in general. Motivation I recently attended a conference in … Continue reading TDD for Analytics, please

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Implementation Phase is NOT Key

April 8, 2014April 7, 2014 ~ Jan Exner ~ 8 Comments

I published an article on my German-speaking blog last week about the implementation phase and how I think it is more than overrated. Feedback was interesting, so I think it makes sense to summarize it here as well. You - being a developer - might not need to be convinced, but you might want to … Continue reading Implementation Phase is NOT Key

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Simplicity is Hard

March 18, 2014March 17, 2014 ~ Jan Exner ~ 10 Comments

This article is not about development as much as it is supposed to give you, the developer, a handle on a subject that should be dear to you: simplicity. You're a developer, right? You have seen what happens when things are done as simply as possible: less bugs, easier maintenance — beauty emerges. It's the … Continue reading Simplicity is Hard

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2013

December 31, 2013December 12, 2013 ~ Jan Exner ~ 1 Comment

2013 draws to a close, for some of you it ends in just a couple of hours. Time to look back and maybe think about what 2014 will be like? Nope, everybody does that. Instead, I'll tell you a bit about who I am and why I am doing this. I started this blog in … Continue reading 2013

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s_gi() and Tracking Links

December 17, 2013December 9, 2013 ~ Jan Exner ~ 3 Comments

Today we'll discuss one of the big questions of all times: when tracking links or actions, is it necessary to call s_gi()? If you don't know what I'm talking about, go and read the article on Tracking Links & Action while I wait. At the heart of it is this piece of code: <script type="text/javascript"> … Continue reading s_gi() and Tracking Links

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