Tag: Data Governance
Nobody Owns the Customer
Read time:
4–6 minutesFour systems hold four accurate fragments of the same customer, and together they describe a person who does not exist. The win-back email lands a day after the complaint. Here is why fragmentation is an ownership problem, and why no platform purchase can fix it.
The Tagging Plan Is Not the SDR
Read time:
4–6 minutesEvery analytics team maintains a meticulous SDR, and the reports still lie. The ledger records machinery, never purpose. A tagging plan starts with the user journey and justifies every data point before choosing a variable. Here is why that difference decides whether tracking is correct or commercially relevant.
The Silent Battle for eVar7 in Adobe Analytics
Read time:
7–10 minutesA missing tagging dictionary is the real reason Adobe Analytics reports break across regions. The Core + Local allocation model reserves eVars, props, and events for global standards and local flexibility, so enterprise implementations survive the next acquisition, rebrand, or regional expansion.
When the Data Platform Decides to Own the Customer
Read time:
10–15 minutesDatabricks CustomerLake is not another CDP. It is a bet that the data platform that already stores everything now wants to decide who sees what, when, and why. Architecture, governance, and pricing are on its side. The real test is whether marketers will let an infrastructure vendor run the show.
Adobe vs Google Analytics: Which Fits Your Business Stage?
Read time:
4–6 minutesThe Adobe Analytics versus Google Analytics 4 debate is not about crowning a winner. It is about matching the platform to your organisation’s maturity, scale, and ambition. Here is how to choose without falling into vendor tribalism.