~/topics/strategy-data
Strategy & Data
A digital strategy is a list of things you’ve decided not to do, justified by the numbers. Everything else — GA4, dashboards, attribution — exists to fill that list well.
How I got here
I started from tracking — GTM, dataLayer, events — because without measurement every strategy is an opinion. Then from raw numbers to dashboards, and in recent years to AI inside reports: Looker Studio plus an LLM, not to write more slides but to ask better questions of the data I already have. Less furniture, more decisions.
What I believe
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A number that doesn’t change a decision is furniture.
The question first, the metric second. Never the other way round.
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GA4 isn’t hard: it’s honest. It shows how little we knew before.
Universal’s inflated sessions were convenient, not true.
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AI in reports is for asking better questions, not writing more slides.
The value is in interpretation, not in output volume.
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If you do a workflow by hand twice, automate it the third time.
n8n, MCP, scripts: time saved on operations gets reinvested in decisions.