Analytics & Tag Governance Platform
Took ownership of the platform's analytics infrastructure, migrating existing tags from Adobe and implementing new ones and creating sustainable systems for marketing analytics, experimentation tracking, and privacy compliance.
Technologies
Challenge:
The platform's third-party tag implementation had grown organically without clear governance, leading to:
- Inconsistent event tracking across different page types and user flows
- Difficulty debugging analytics issues and attributing conversions
- Marketing and analytics teams dependent on engineering for tag changes
- Risk of breaking changes with uncoordinated tag updates
- Privacy compliance concerns with third-party scripts
Approach:
- Migration Strategy: Audited existing third-party tags and mapped migration paths to GTM
- Data Layer Standardization: Designed and implemented a consistent data layer structure across the React PWA
- GTM Implementation: Migrated marketing tags (GA4, Meta, Reddit, Listrak, experimentation tools) to GTM with proper triggers and variables
- Tag Governance: Established processes for tag review, testing, and deployment
- Privacy Integration: Coordinated with OneTrust consent management for compliant tag firing
- Documentation: Created comprehensive Notion documentation covering GTM implementation patterns, data layer schema, tagging standards, and troubleshooting guides.
- Team Enablement: Trained marketing and analytics teams on GTM usage and best practices
Skills Demonstrated:
- Technical leadership and platform stewardship
- Cross-functional collaboration (marketing, analytics, legal/privacy)
- Documentation and knowledge sharing
- Analytics architecture and data flow design
- Privacy compliance and consent management
- Process design and governance
Impact:
- Unified third-party tag management under GTM, reducing engineering dependencies
- Improved data quality for analytics, experimentation, and attribution
- Increased reliability of conversion and funnel metrics
- Enabled marketing team to manage and update tags independently
- Created sustainable documentation enabling self-service troubleshooting and onboarding
- Strengthened privacy compliance through coordinated consent management