Digital After Dark

Theme: Understanding Noise in Digital Analytics and Experimentation In this episode of Digital After Dark, we dig into a topic that quietly shapes every KPI, every experiment, and every “uplift” teams think they’ve achieved is actually noise . Not tagging issues. Not tool errors. Noise: the natural wobble of stochastic processes that makes digital measurement behave nothing like the physical world...

In this episode of Digital After Dark , Andrew and Matt sit down with Jon Crowder — founder of Another Web Is Possible — to explore why the modern web doesn’t have to be manipulative, extractive, or built on dark patterns. Jon shares the pivotal moments that pushed him to create an ethical CRO consultancy, including turning down lucrative but misaligned clients and witnessing industry practices th...

In this special “Rockstar Opening Act” edition of Andrew Talks, Andrew shares the tips he submitted for the Adobe Summit 2026 edition of "RockStars".  In this presentation, Andrew shares the two most overlooked pillars of digital analytics excellence: data layer accuracy and Adobe Analytics data health validation. Andrew breaks down why the data layer is the true source of truth, how schema valida...

Episode 14 of Andrew Talks brings you a conversation packed with energy, honesty, and deep industry insight. This time, Andrew sits down with Walter: Personalisation & Analytics Specialist, storyteller at heart, and officially recognised Adobe Analytics Champion for 2025–2026 . Together, they explore: Walter’s unconventional path into digital analytics, sparked by the early days of hits and cu...

In this episode of Andrew Talks, I sit down with Alban Gérôme, a long time digital analytics practitioner, former full stack developer and the creator of JavaScript Senpai. We walk through his unusual journey from linguistics to coding, his early days automating call centre reporting, and how he found himself at the heart of digital analytics before the industry even had a name. We dig into the or...

This episode explores the state of digital analytics across consent and ethics, UK/EU regulatory shifts, implementation pitfalls in GA4 and GTM (client‑side and server‑side), what “good” governance looks like, misconceptions that hold businesses back, and how automation and AI will reshape MarTech. The discussion balances NON-legal guidance (we are not lawyers - we will discuss how we would guide...

In this episode of Digital After Dark, Matt and Andrew dive deep into data layer quality, JSON schema validation, and automated monitoring at scale. Using real-world examples from MeasureCamp and client implementations, they explore how teams can move from messy, inconsistent analytics data to a reliable, validated, and scalable data ecosystem. Andrew focuses on how JSON schemas bring structure an...

In this episode of Digital After Dark, Andrew and Matt dive into their experiences at MeasureCamp London 2025, an unconference powered entirely by the analytics community. They reflect on the energy that comes from 450+ analysts giving up a Saturday to learn, share, and collaborate as well as remanence on the evolution of MeasureCamp—from its early days of beanbags and pizza to today’s polished fo...

This episode of Andrew Talks explores the complexities and misconceptions surrounding Adobe Analytics Attribution IQ. Andrew shares his hands-on experience, highlights unexpected findings, and discusses the challenges of interpreting participation metrics and persistent variables. Listeners will gain a clearer understanding of how Attribution IQ actually works, why documentation can be confusing,...

Implementation Strategies for Data Collection:  Andrew and Matt discussed the importance of having business requirements for data collection. They debated whether to capture everything or be selective, with Andrew emphasizing the need to justify the cost and impact on the bottom line. Matt shared his evolving perspective, initially advocating for minimal data collection but now considering new too...

In this episode, James Alexander, CEO and co-founder of Loop Horizon, joins Andrew to explore the often-overlooked use cases in digital transformation. Drawing from his experience at Sky and Loop Horizon, James outlines four types of use cases—standard, improvement, advanced, and rare—and explains why the latter two, though harder to define, often yield the greatest value. He emphasizes the import...

In this episode of Andrew Talks, Andrew reconnects with Penny, a passionate Service Designer, to explore how AI is transforming the creative and analytical landscape. From building custom GPTs in ChatGPT to using Adobe Firefly, Penny shares how AI has become her daily design companion. They dive into the ethics, limitations, and future of AI, discussing its role as a partner—not a replacement. Whe...

In this episode of Andrew Talks, Andrew shares his personal journey through the Adobe Summit 2025 in London. From initial registration hiccups to keynote highlights and breakout brilliance, Andrew reflects on the venue, the content, and the unforgettable networking moments. He dives into Adobe’s push toward AI, the Premier League partnership, and questions the future of Adobe Analytics. With insig...

In this episode of Digital After Dark, hosts Andrew and Matt welcome their first-ever guest who reached out to join the show: Reed Hansen, Chief Growth Officer at Market Surge. Reed brings a wealth of experience in digital marketing and automation, offering a fresh perspective on how businesses—especially SMEs—can scale using smart, data-driven strategies. The conversation dives into the real-worl...

Matt, Andrew and special guest Ikshit discuss the concept of Cookieless Tracking. We first go into defining what do we mean by Cookieless, what are the pros and cons of cookieless tracking and how would the new UK legislation could impact the use of cookies on digital properties. Overall summary: Cookieless Tracking Discussion: Andrew, Matt, and Ikshit discussed the concept of cookieless tracking,...

In this episode, I discuss how Google Analytics 4 / Google Tag Manager is significantly more rigid in their implementation and how it is difficult to use custom events with ecommerce tracking.  But, just because it is rigid, doesn't mean it is impossible.  While I cannot give you step by step instructions on how to do this, I do give enough information to explain HOW it can be done.   IF you want...

In my career, I have seen many people get confused between Adobe Analytics Tracking Code and Marketing Channel.  In this episode, I do a quick summary of the difference between the two different reports and why you should never use Tracking Code to audit Marketing Channel. If you find it difficult to understand the difference between the two reports, let me know and I can do a full breakdown of th...

In this episode, I speak with Kevin, the Senior Solution Success Manager at Adobe about his career progression, including all the different hats he has worn over the years.  The main talking points are: Kevin's Career Journey and Progression Career Shifts and Lessons Learned Experiences at Adobe & Public Speaking Management and Leadership Insights Advice for Career Pivoting If you are looking...

I continue watching sessions at the Adobe Summit 2025 by watching Amplify Your Customer Analytics: From Chess with Pawns to Power Plays (S112), hosted by Jason Ison.  This session is designed for anyone that is looking to migrate onto CJA.  But should you watch the session; listen to learn more on my thoughts regarding this session.

In this episode, Matt and Andrew have invited a special guest, Rajesh (from our team at Loop Horizon) to discuss Automation.  The points covered on this episode are: Common Analytical Issues How can Automation resolve many of these issues Why is Automation Important Our aproach for using Automation Wrap-up This episode is unedited in any shape or form.  The software tool I was using could not hand...

Andrew reviews Adobe Summit 2025 session of 8 Bit Insights: The Customer Journey Analytics Tips and Tricks by Trevor Paulsen.  I recently tried a new podcast solution, as I was not the happiest with the previous one due to losing my audio and video.  Spoiler warning - while this audio was better, the editing was not great.  And the next podcast did not come out great at all.  Hence, will be on the...

In this episode, Andrew and Matt delve into the intricacies of Data Layer Schema, emphasizing its critical role in ensuring accurate data collection and validation in digital analytics. They explore the importance of a well-defined schema, the benefits of using JSON Schema for data validation, and the integration of schema validation with tools like ObservePoint. The conversation highlights the fi...

Andrew Talks Episode 3 with Abid at Digital Republc Talent! In this episode of Andrew Talks, Andrew interviews Abid, the Billing Manager at Digital Republic Talent, about Navigating the Recruitment Landscape. They discuss the intricacies of recruitment in the digital analytics field, including how to craft an effective CV, prepare for interviews, and navigate salary negotiations. Abid shares his j...

In this episode, I start to watch the Adobe Summit 2025 content, focusing on the top 10 I highlighted in a previous Digital After Dark, but making my way through all 41 sessions I thought would be worth watching. I tried to do this more as a reaction podcast, but it did not work the way I wanted.  Instead of scrapping this or trying to redo the entire recording, I decided to VERY HEAVILY edit it a...

Summary In the inaugural episode of Andrew Talks, Andrew introduces the new podcast that is part of Digital After Dark: Andrew Talks.  This will not replace Digital after Dark, but rather give an opportunity to release more podcasts to improve his own skills in podcasting while distrubiting more content.  Andrew Talks aims to foster open discussions about all things digital and encourages communit...