Measurement is a very foundation of every online effort. It serves two main purposes. First one is so we can track goals, metrics and KPIs and second so systems can learn from collected data. We implement analytical systems, primarily Google Analytics, so it collects meaningful data. We can then repurpose this data for custom dashobards, mostly prepared in Looker Studio which can be analyzed and used for decisionmaking and strategic planning. We also repurpose this data in advertising platforms for "learning" and improvements in performance.
We do this by using tracking pixels or server side APIs and by creating default, ecommerce and custom tracking events, which we track as KPIs or which later serve as guidance for machine-learning in order to reach campaign goals.
Most of all we do this in a privacy compliant manner, fully respecting user privacy.
Globally most common analytics platform. We use it to track and to learn from data.
Most common tag management platform. We use it to manage tracking pixels. events and 1st party data.
Statistical data collectiong platform. We use it to collect cookieless data in privacy compliant manner.
Popular data visualization platform. It can aggregate data from multiple sources. We use it to create custom dashboards and reports.
SQL based data warehouse. We use it to store and to analyze large data sets, primarily from Google Analytics.