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2026
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A practitioner's history of web tracking, from Urchin and the birth of Google Analytics, through the third-party cookie that powered the ad-tech boom, to GDPR, ITP, and Chrome's messy cookie-deprecation saga.
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A beginner-friendly, practitioner's guide to UTM tags: what each of the five parameters means, how analytics tools parse them, and why a consistent UTM taxonomy is really a data contract.
2025
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Teams that rely on exceptional individual effort to hit deadlines are building on a foundation that collapses the moment one person burns out, leaves, or is unavailable.
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Most teams adopt AI tools. Very few adopt the systems needed to make AI work consistently. The gap between individual productivity and organizational capability is where most adoption stalls.
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Teams that build features solve today's problem once. Teams that build platforms solve entire categories of problems, and most teams default to features for reasons that have nothing to do with customer value.