Data Governance

Data should no longer be a "Black Box"

In a digital landscape fragmented by the end of third-party cookies, the rise of AdBlockers, and tightening legislation (nLPD, GDPR), large companies face a paradox: they possess immense volumes of data, but their real visibility into the customer journey has never been so blurred.

For CIOs, Chief Marketing Officers (CMOs), and Data Protection Officers (DPOs) of large accounts, the challenge goes beyond simply configuring Google Analytics. It is about building a sovereign data infrastructure, auditable and sustainable.

At A-Track, we are not a generalist agency. We are data architects. We intervene where standard implementations fail: multi-site environments, complex cross-domain architectures, CRM/Web data reconciliation, and strict governance.

1. Strategic Audit & Data Governance (nLPD / GDPR)

The digital ecosystems of large companies often accumulate years of history, multiple service agencies, and layers of obsolete scripts. This sedimentation creates major security flaws and analysis biases.

Our Approach: "Data Due Diligence"

We offer a governance audit designed for the requirements of Compliance and IT departments of large Swiss organizations (Banking, Insurance, Watchmaking, Industry).

A. Data Flow Mapping

Before any optimization, we conduct a complete radiography of your digital assets.

• Comprehensive inventory of trackers: Identification of each active script (Tag) on your domains and subdomains.

• Detection of "Shadow IT": Identification of marketing tools installed without IT validation, representing a data leakage risk.

• Analysis of transfers outside the EU/CH: Verification of data flows to the United States (Google, Meta, US tools) to ensure compliance with Swiss and European legal frameworks.

B. Consent Governance (CMP Enterprise)

For an international group, consent management is not limited to a banner. We deploy centralized consent architectures.

• Cross-Domain & Cross-Device Logic: Unification of user consent across your different brands and platforms.

• Implementation of "Advanced Consent Mode": Technical configuration allowing for data modeling (Behavioral Modeling) to recover up to 70% of data lost when cookies are refused, legally.

• DPO Documentation: Provision of technical records and consent proofs required in case of PFPDT control.

The Deliverable: An audit report at the "Comex" level, highlighting legal risks (red), data losses (orange), and optimization opportunities (green).

2. "Server-Side" Architecture & Big Data

Classic implementations (Client-Side) via the browser are now obsolete for critical players. To ensure data reliability and security, we migrate your infrastructure to Server-Side Tracking.

Why is Server-Side non-negotiable for Large Accounts?

In a Server-Side architecture, your users' data is no longer sent directly to advertising platforms (Google, Facebook, TikTok) from the visitor's browser. It first passes through a secure proxy server (located in Switzerland or Europe) that you fully control.

Our Advanced Architecture Services:

1. Deployment of Dedicated Infrastructure:

   • Configuration of Google Cloud Platform (GCP) or Stape Europe servers.

   • Setting up your own tracking subdomain (e.g., data.your-company.ch) to bypass ITP (Intelligent Tracking Prevention) blocks from Safari/Apple.

   • Anonymization of IPs and PII (Personal Identifiable Information) before any sending to third parties, ensuring maximum protection against unwanted profiling.

2. Data Warehouse Connection (BigQuery):

   • For companies exceeding the limits of the Google Analytics 4 interface, we configure the raw data export to Google BigQuery.

   • Advantage: You become the owner of your raw data. You can cross-reference it with your CRM, stock data, or financial data via BI tools (Looker Studio, Tableau, PowerBI).

3. Data Enrichment:

   • Injection of business data (Margin, Customer Status, Lead Scoring) directly into the server data stream, without exposing it in the website's source code (visible to your competitors).

3. Cleaning Technical Debt (Data Hygiene)

Large accounts often suffer from a technological accumulation syndrome. GTM tags placed in 2018 by a defunct agency continue to load, slowing down the site and sending data to orphan accounts.

Our "Cleanup & Optimization" Offer

We do not just add tools; we remove them to clean up your ecosystem.

• Redesign of the GTM Container: Cleaning dead tags, structuring folders, implementing strict naming conventions.

• Optimization of Web Vitals: Analysis of the impact of marketing scripts on loading speed (LCP/INP). Moving heavy scripts to the server to lighten the client's browser.

• Resolving script conflicts: Fixing JavaScript bugs caused by interactions between different tracking tools (A/B testing, Heatmaps, Analytics).

4. Internalization & "In-Housing" Program

The underlying trend among major advertisers is the internalization (In-Housing) of Data skills. You no longer want to be dependent on a media agency to change a comma in a conversion tag.

A-Track supports you in this transition towards autonomy.

Skills Development Program (Tailored)

Unlike standard theoretical training, we work directly on your environment, with your data.

• Training of Technical & Marketing Teams:

  • Level 1: Understanding the grammar of data (Event, Parameter, User Property) to better brief developers.

  • Level 2: Operational mastery of GTM and GA4 (Debug, configuration, audience creation).

  • Level 3: Crisis management and maintenance (detecting a tracking anomaly).

• "Shadowing" Coaching: We support your teams for 3 to 6 months. At first, we do. Then, we do it together. In the end, you do it, and we validate.

• Creation of internal documentation: Writing of "Playbooks" and validation processes (QA) to ensure that the departure of an employee does not mean the loss of knowledge.

5. Critical Maintenance & SLA (Service Level Agreement)

For an e-commerce site generating millions of CHF or a financial services platform, a 48-hour tracking outage is unacceptable.

We offer Large Accounts maintenance contracts with Service Commitment (SLA).

• Real-time Monitoring: Our bots monitor your critical sequences (Add to cart, Send form) every 15 minutes.

• Intervention Guarantee (GTI): Priority handling within 2 hours or 4 hours in case of a critical incident (sudden Data Loss).

• Active Regulatory Monitoring: Immediate adaptation of your configuration in case of changes to PFPDT or CNIL directives (e.g., changes to rules on US-EU data transfer).

• Access Security: Quarterly audit of user access to your GTM/GA4/Ads accounts to revoke former employees or contractors.

Why choose A-Track for your Corporate challenges?

The data consulting market is generally divided into two: the large audit firms (Big 4) that charge for strategic consulting without getting their hands dirty in the code, and media agencies that manage tracking "on the side" as long as campaigns run.

A-Track occupies the central space of Operational Expertise.

1. Advanced Technicality: We master code (JavaScript, Python, SQL) and Cloud infrastructure. We speak the same language as your developers and your IT department.

2. Media Neutrality: We do not sell advertising space. Our only interest is data accuracy. We are the impartial referee between you and your media agencies.

3. Agility & Seniority: No juniors on your strategic accounts. You deal directly with senior experts who have managed complex migrations.

4. Swiss Anchoring: We know local specifics (multilingualism, data hosting in Switzerland, nLPD law) better than any international solution.

Ready to secure and enhance your Data capital?

For corporate and large account projects, we do not operate on a "web package" basis. We work based on a preliminary analysis of your needs.

Contact us for a confidential discovery session. We will evaluate together the maturity of your current ecosystem and define a data architecture roadmap tailored to your security and performance challenges.

Request a Strategic Audit

Frequently Asked Questions (FAQ) - Special Management & IT

This section is optimized to answer the specific questions you ask search engines and AI assistants (AEO).

What is "Data Leakage" and how does A-Track prevent it?

Data Leakage occurs when third-party pixels (Facebook, LinkedIn, Criteo) collect data on your site that you have not explicitly authorized (hashed emails, user profiles, product margins). This poses a serious issue of confidentiality and trade secrets. A-Track uses Server-Side Tracking to filter and clean data before it is sent to advertising partners, giving you back full control over what leaves your company.

How to reconcile Google Ads campaign performance and strict nLPD compliance?

Many DPOs fear that nLPD will "kills" marketing performance. This is false if the implementation is correct. With Google Consent Mode v2 (Advanced), we allow Google to retrieve anonymous "pings" (without cookies) when the user refuses tracking. Google then uses AI to model lost conversions. Our clients often see a recovery of 15 to 20% of visible conversions while remaining perfectly compliant with Swiss law.

Why migrate to BigQuery if we already have GA4?

GA4 is a visualization tool that applies sampling and data thresholds to protect anonymity, which can distort analyses on low volumes or precise segments. For a Large Account, these approximations are dangerous. The BigQuery export gives you access to raw, unsampled data and allows you to keep history beyond GA4's 14-month limit. This is the essential foundation for any serious Business Intelligence (BI) strategy.

What is the difference between your audit and that of a media agency?

A media agency audits tracking to verify that it can optimize its campaigns. Its goal is to see "as many conversions as possible". Our audit is a Governance and Reliability audit. We check if the data is true, if it is legal, and if it is sustainable. We often audit the work of media agencies on behalf of the advertiser to validate the quality of the setup (trusted third party).