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Ad blockers, cookie settings and specialised software make it more difficult for browsers to track user data. Server-side tracking can be used as an alternative in order to still obtain data.

Tag management systems are helpful tools for simplifying the integration of marketing tags on websites. Tealium and Google Tag Manager are among the most popular tag management systems.

Many customers gather information online before making a purchase, concluding a contract or selecting a service provider. You can only get a complete picture of the customer journey if you link online and offline data.

A data layer brings great advantages despite the initial additional effort, especially with regard to customised tracking. Here you can find out why the benefits of a data layer far outweigh the small additional outlay.

Good data quality is essential in order to be able to derive decisions from the analyses. We will introduce you to some tools that can be used to automate quality assurance as far as possible.