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About Lukas Oldenburg

Lukas Oldenburg is a Digital Analytics Specialist with 12 years of experience in the field and works as a freelancer in Switzerland and Germany.

Before deciding to start his own business, he was the Head of Analytics & BI at siroop, an ecommerce online startup in Zurich, Switzerland, founded by Swisscom (Swiss Telecom) and the large Swiss retailer coop. Earlier, Lukas was a Senior Consultant for Digital Analytics at Unic, one of the largest Swiss-based E-Business specialists.

From 2006 to 2012, Lukas worked as an editor-in-chief and webmaster for e-fellows.net, the German career network, online scholarship and recruiting company owned by McKinsey & Co. and DIE ZEIT.

He has planned and rolled out several complex data setups, using mostly Tealium, Google Tag Manager, and Adobe DTM as the Tag Management System and Adobe Analytics, Google Analytics and Webtrends as the Analytics tools. His experience goes beyond Web Analytics and Tag Management however, having been the driving force behind several Business Intelligence initiatives as well.

Lukas originally hails from the Black Forest in South West Germany and graduated in Cultural Sciences from the European University Viadrina in “the other” Frankfurt on the German-Polish border. He loves languages, speaking seven. In his freetime, he plays the piano and follows NBA basketball.

Find Lukas on Twitter or LinkedIn. Read Lukas’ Latest Articles.

Track Analytics Server-Side, But Retain TMS-Like Control (Testing Tealium Universal Data Hub 3/3)

July 17, 2018 by Lukas Oldenburg Leave a Comment

Image of man at track starting block with title textFranz: “How about moving all your traditional client-side Adobe or Google Analytics tracking server-side?”

Britney: “Great, but then I have to hand that hard-fought Tag-Management-based freedom and control over my data flows back to developers and release cycles?”

Franz: “No, you can do server-side tracking AND keep Marketing in control over the tracking logic like in a TMS. This at least is another value proposition of Tealium’s ‘Universal Data Hub’, a Customer Data Platform.”

Very bold by Franz, right? We tested his claim.

[Read more…]

Testing Tealium Universal Data Hub (2/3): Data Layer Enrichment Brings User History Back Into The Browser

June 26, 2018 by Lukas Oldenburg Leave a Comment

Image of railroad in woods with title textHow about a Data Layer that somehow gets additional data on your current visitor – on the fly – without your developers having to implement anything?

Welcome to what Tealium calls “Data Layer Enrichment”.  We use it e.g. for more accurate long-term metrics, Facebook Retargeting with better privacy, deciding which qualitative surveys a user gets to see, Cross-Device Tracking (limited), and it helps us knowing how many block 3rd-party cookies.

[Read more…]

Testing Tealium Universal Data Hub: How We Used Visitor Stitching and Salesforce Connectors

June 12, 2018 by Lukas Oldenburg Leave a Comment

Image of spiderweb with title textTealium’s “Universal Data Hub” (UDH) claims to be a central place for acting on real-time customer behaviour data. The promise: Get customer data into the “Hub” from anywhere, enrich it via rules, have it stitched and join it with data from other sources, and then send it server-side to wherever you need it, via connectors or APIs.

[Read more…]

Testing Tealium’s Dynamic Data Layer Management (Product Data into Google and Adobe, Part II)

November 14, 2017 by Lukas Oldenburg Leave a Comment

Part 2 of “Get more Product Data into Google or Adobe Analytics“

Image of hands holding almonds with title textThe more product data, the more work for developers, the heavier your Data Layer. Tealium’s “Dynamic Data Layer Management” promises to ban at least the developer part forever. The idea is to enrich your Data Layer in real time with data (like “best-price” labels) that is hosted somewhere outside on a CDN. It has huge potential and is something you cannot do with a other Tag Management Systems. But does DDLM live up to its promise? We tested it.

[Read more…]

Get more Product Data into Google or Adobe Analytics, Part I: Classifications vs. Dimension Widening

October 31, 2017 by Lukas Oldenburg Leave a Comment

Image of hands holding almonds with title textIn an E-Commerce company, work revolves around product data. That does not only apply to search filters, bidding strategies and on- and offsite advertisement, but also to data analysis. Do our best-price products really convert better than the rest? Which price ranges are we selling the most in our wine section? 

[Read more…]

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