Deciding for a data stack is not easy, but doable – base this decision on your individual use case

Dear Data-Traveller, please note that this is a Linkedin-Remix.

I posted this content already on Linkedin in January 2022, but I want to make sure it doesn´t get lost in the social network abyss.

For your accessibility-experience and also for our own content backup, we repost the original text here.

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The Austrian data authority decision got a lot of attention during the last days. And I won’t do a write up of it, since Kolja Siegmund already did an excellent one:

I want to write about something different.
You will now and in the future see a lot of “Google Analytics Alternative” stuff popping up. And I am huge fan of looking into alternatives to GA but only when it makes sense.

Choosing a data service based on one feature requirement is surely not a great idea. And GA for example was often chosen because a lot of people use it. Also not a great reason.

I think this year is a good time to revisit your tracking stack. On the hand you have the privacy perspective and on the other hand you have GA4 as the next version, which will need a full new implementation (don’t trust the ones telling you otherwise). It’s a great opportunity to revisit your options.

And I can already tell you, moving away from GA doesn’t make your life shiny and brighter. Don’t underestimate the amount of work Google put into creating a service that works for million people and million use cases (simple checks and deep dives, marketing attribution models). Don’t take that for granted when you look into other solutions. This combination you won’t find in another service.

But use cases is the key thing here.
You need to know your use cases:
– how do you use your data at the moment? For which decisions?
– how do you want to use data in the future and for which decisions?
– how is your company and team setup concerning data?

I can tell you, deciding for a data stack is not an easy decision and taking time and resources is a great idea. But it is also doable, especially when you don’t look at features but more on your requirements and problems you want to solve.

And if you are in the EU, privacy will be a use case but not the only one.

For us in our industry it is now really important to help teams to learn how to make educated decisions across all options. We all tend to have our favourites, but we need to test and check all options.

That is one major reason why I am build my weekend event-driven data stack ( – also now to test options on the tracking side. So I will also include more tracking options here.

If you have a question about deciding for a data stack, just write me a DM. I am happy to help.