2018 – A full calendar year in Digital Analytics

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Since graduating and getting straight into Digital Analytics mid-2017, I’ve been constantly growing and learning the various technical and business aspects of the field. 2018 was my first full calendar year at Merkle|Periscopix and as we do with everything, I wanted to reflect on the past 12 months and list out the things that kept me busy work-wise, so here I go.

One of the benefits of working in a constantly growing, leader in the market digital agency is the number of opportunities you are presented even early on in your career. Since landing my job I’ve been involved in numerous projects and exposed to various technologies and problems. Looking back, I can highlight the following as the most challenging and interesting projects I’ve been involved in:

Migrated an eCommerce Store from Classic Analytics to Universal Analytics implementing Enhanced Ecommerce.
Built an internal tool using the GA Remarketing Audiences API with AppScript.
Worked on 2 Single Customer View Projects – linking offline and online data to enhance attribution and custom matching.
Been involved in building and maintaining GTM Solution that span across 1000+ websites at the same time.
Worked on a session scoring mechanism build in GTM, and with the combination of other attributes was used for Advanced Lookalike Modelling.
Developed various GTM/GA Solutions to meet non-standard client analytics requirements, from iFrame tracking to cookie-based solutions and more.
Led an analytics implementation project for a Single Page App, working with the client to take them up the analytics maturity ladder.

What is more, I had the chance to attended a few conferences to extend my point of view across the industry and explore new trends and technologies. I’ve attended MeasureCamp London #12, Cloud OnBoard - London, Big Data Innovation Summit and Google Cloud Next '18 - London

My employer also organised two analytics summits where I was able to present myself, talking about:

Core Reporting API of Google Analytics
Google Analytic’s Measurement Protocol and how to achieve Single Customer View. Offline tracking, cross-device tracking and everything in-between

Having that range of experiences and technologies thrown at me, I’ve also started blogging more frequently and wrote:

9 posts on my personal blog
2 posts on my employer’s blog

2018 was a great year and I can’t wait to see what 2019 has to offer!

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