Hey! I'm Dumky, analytics engineer.
I've spent the first half of my working life in web analytics turning Google Tag Manager (GTM) inside out.
Nowadays I spend most of my time dusting off old data models
and scrubbing ingestion pipelines clean in distributed data platforms.
Analytics and tag testing with Cypress
One thing that's often overlooked in setting up your analytics is making sure it keeps working. When you add new tags or your developers deploy new versions it's easy to forget about your site tracking until the revenue in your ecommerce reports drops to zero. That's usually the point where accusations fly back and forth past the office chairs and the boardroom starts asking uncomfortable questions. So let's set up some tests for your analytics and tag management.
Why you should stop using Google Analytics (as we know it)
Google Analytics has grown to be the most common means of tracking web behaviour since its launch in 2005. However, the tool itself hasn’t really been updated since the launch of its ‘Universal Analytics’ in 2012. That’s almost eight years ago, and eight years is a long time in the online world. Now might just be the right time to ditch the good, old Analytics and start using, yes, Google Analytics.
8 ways to optimise Google Tag Manager (GTM) for speed and performance
Google Tag Manager makes it incredibly easy to add marketing tags to your site. From registering ads conversions and transactions to sophisticated tags that segment users based on the weather in their current location, you can go crazy without having to go back to your development team every time. But that doesn't mean you should do it all. While your dev and SEO teams are working hard to reach their pagespeed goals all the marketeers are having a proverbial party in their yard. Here you'll find a few tips to keep your GTM container lean and fast.
GTM Custom Templates: how to think about building your own
A Visual Leviathan: Hobbes' Schizophrenic Writing
I have spent many hours of my life devoted to studying Thomas Hobbes' book Leviathan. It was published in 1651 and is considered a starting point of modern political philosophy. There is however a strange dichotomy between the first part of the book and the second part of the book. Read on to see how I've used data visualisation to show that difference.