As a certified Google Analytics expert and Digital Analytics Specialist, I help our clients on a daily basis to better understand user behavior on their websites and in their online stores. To this end, I create target-based tracking concepts and support the implementation of web analytics tools such as Google Analytics or Adobe Analytics. I also regularly conduct customer-specific training courses on Google Analytics and Google Tag Manager. During my Master’s degree in Management and Technology, I learned how to combine business-relevant analyses with future-proof technical possibilities. These fundamentals help me to patiently and thoroughly convey both theory and practice in training courses.

Digital Analytics
Google Analytics (certified Google Analytics expert)
Google Tag Manager
Adobe Analytics
Design and implementation of complex web tracking concepts

Web analysis and visualization
Website data was to be made comprehensible and accessible through meaningful web analysis reports. KPIs were defined on the basis of a measurement framework in order to measure and monitor the website’s performance. They formed the basis for comprehensive reports that enabled strategic measures to be derived. In addition, training courses on the web tracking software were offered to facilitate independent use.

Creation of a data layer specification
A simplified specification was to be created on the basis of an existing data layer in order to reduce the implementation effort. To this end, the requirements of various specialist areas were consolidated and analyzed together with the stakeholders. By reducing redundant variables, a leaner specification was developed, which was then handed over to the developers for implementation.

Measuring the success of online marketing campaigns
The correct use of URL tracking parameters should enable the success of various online marketing campaigns to be measured. In addition to the implementation of new website events with Google Analytics 4 and the analysis of Salesforce data, cookie logics were tested. As a result, a meaningful Tableau dashboard transparently presented the success of various online marketing activities.

We make you fit for the data analysis of your website! In our Google Analytics training as part of the HMA Academy, you will learn how to implement GA4 effectively with Google Tag Manager and then configure it. This will enable you to better understand your users’ behavior and make informed decisions for your online presence. Find out more and request your training here.