Welcome to the Full Stack Analyst!
Welcome to my Blog! I’m Frederik Werner and I identify as a Full Stack Analyst. This Blog is about everything in Analytics, be it technical or strategic topics, tutorials or general thoughts.
Here are the latest posts:
Understanding and getting the most out of Activity Map in Adobe Analytics
Frederik WernerAdobe Analytics offers a metric ton of useful features which make website tracking super easy. Next to builtin dimensions like Referrer Type or Entry and Exit Page, there are many clever metrics like Entries and Exits for any given dimension. Today, I want to show you one of my favorite…
Should you buy Adobe Analytics or Customer Journey Analytics for Web Analytics use cases today?
Frederik WernerThe market for web analytics tools is going through some big changes right now. On one hand, Google has officially announced to sunset Universal Analytics (also known as “the ‘good’ Google Analytics”) next year in favor of the universally hated GA 4. On the other hand, Adobe is heavily promoting…
Understanding and utilizing the Event Object in Adobe Launch
Frederik WernerAdobe Launch provides a lot of comfort and clever features to make tag management super easy. Quite a few of those features, like the amazing Constant Data Element, are provided directly in the Launch UI. However, there are a bunch of nice surprises waiting for us once we start exploring…
Creating Marketing Channel Stacking and Pathing Reports from Adobe Analytics with Power BI
Frederik WernerEver since my very first attendance, Adobe Summit is my number-one source for inspiration for new things to try out in Adobe Analytics. When the world’s leading practitioners and product experts from Adobe come together to share their knowledge, there is a lot to learn for everyone. This year, Eric…
Cookie-less Server Side Tracking with Adobe Customer Journey Analytics
Frederik WernerIf there is one big hot topic in digital analytics right now (besides the unfortunate sunset of Google Analytics 3 and GDPR news) it quite possibly is the recent trend of what many call server side tracking. Currently, server side tracking is an obligatory agenda item at every analytics conference…
Why you should use the Constant Data Element more often in Adobe Launch
Frederik WernerAdobe Experience Platform Dynamic Data Collection Tags, by Adobe Launch is the most prevalent Tag Management System for Adobe Experience Cloud customers. It is nicely integrated with the available Adobe Solutions and is offered completely for free to those customers. But while it is best enjoyed to fuel other solutions,…
Exploring Adobe Launch Server Side (aka Adobe Experience Platform Data Collection Event Forwarding)
Frederik WernerIn digital analytics, there has been a trend lately to move data collection away from the client towards a server side implementation. In most cases, companies try to circumvent technical restrictions like Apple’s “Intelligent” Tracking Protection, make collected data more consistent across analytics tools and marketing platforms, or hide their…
Should you really build an Adobe Launch Extension?
Frederik WernerNaming noticeFor reasons I may never understand, Adobe has chosen to rename its Tag Management System once again. After going through a number of names already (“Adobe Tag Manager”, “Dynamic Tag Management”, “Launch, by Adobe”) we are supposed to now call “Adobe Launch” by its intuitive new name “Adobe Experience…
5 Awesome Adobe Analytics Classification Use Cases
Frederik WernerAdobe Analytics has a rich set of features that help businesses collect and report on data in most efficient ways. I’ve written a lot of posts already on how it can be configured to collect data in better ways or how the interfaces can be used to its full extent….
Import Google Analytics data into Adobe Analytics using Data Sources
Frederik WernerOn one hand, Adobe Analytics remains my favorite web analytics tool on the market. The longer I use it, the more I appreciate all the well thought-out features, from data collection to processing, storage, and analysis. Those features are even more impressive when compared with what Google Analytics has to…