Tracking Concept Masterclass:

Architecting Clean Data for Scalable Analytics and Marketing

30 April 2026

Stop building data debt. Start building a foundation for Data Warehousing with BigQuery, CRM integration, and advanced marketing signals.

The landscape of digital analytics has shifted. It’s no longer enough to just “install tags.” In an era of server-side tracking, privacy regulations, and complex customer journeys, the quality of your analysis is entirely dependent on the quality of your foundation – the tracking concept.

Most brands are drowning in Data Debt — fragmented naming conventions, siloed backend data that cannot be connected to Marketing analytics, and broken event tracking that makes deep analysis impossible. The result? Garbage in, garbage out.

The solution isn’t a better tool; it’s a better Tracking Concept.

In this masterclass, we move beyond the interface of GA4 or GTM and into the role of the Data Architect. You will learn how to design a professional-grade Tracking Concept that serves as a universal translator between your marketing goals and your raw data warehouse.

Book Here

Your Trainers

Kristina von der Bank

Director of Marketing Technology @ mohrstade

Jenny Bachmann

Senior Marketing Technology Consultant @ mohrstade

Date/Time:

30 April 2026
9:00 – 15:30

Location:

Brand Leadership Community
Copenhagen Denmark

Tickets:

4,995.00 dkk
Inc Moms/VAT

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In this masterclass, you will learn:

The Blueprint:

How to document events, parameters, and naming conventions that remain clean as you scale.

The CRM Bridge:

How to use Join Keys and User IDs to connect web behavior with actual business revenue.

Raw Data Readiness:

Understanding the data requirements needed to work with raw data effectively.

Eliminating Data Debt:

How to audit existing setups and transition to a “Data-Warehouse-First” mindset.

The Analysis Loop:

How a solid concept enables advanced modeling (attribution, CLV, and predictive audiences).

Jenny Bachmann is a Senior Consultant in Marketing Technology at mohrstade, based in Potsdam, Germany. With over 15 years of experience in web development prior to specializing in MarTech, she offers a rare bridge between deep technical execution and high-level digital strategy.

Her expertise lies in architecting scalable tracking concepts, advanced server-side implementations, signal engineering, and data enrichment. Having worked across agencies, consultancies, and in-house brand teams, Jenny has a proven track record of helping organizations transform fragmented data into measurable, user-focused digital experiences.

Beyond her professional consultancy, Jenny is a dedicated contributor to the analytics community. She serves as a long-standing volunteer for MeasureCamp Berlin, where she supports the event through web development, design, and community engagement.

Kristina von der Bank is the Director of Marketing Technology at mohrstade, based in Cologne, Germany, where she leads complex digital analytics initiatives for international brands. With over five years of specialized experience, she is an expert in architecting scalable data collection systems and cross-platform measurement strategies for both web and app environments.

Kristina’s core strength lies in her ability to bridge the gap between technical data layers and executive strategy. She excels at translating raw datasets into clear, actionable business recommendations that optimize user experiences and drive commercial growth. Her approach ensures that advanced analytics setups remain privacy-compliant while delivering the high-quality signals needed for modern marketing activation.

When she isn’t architecting data solutions, Kristina is an avid athlete with a passion for bouldering and a loyal supporter of her home football club, Eintracht Trier.

Designed For:

This masterclass is specifically designed for those striving to bridge the gap between marketing strategy and data engineering.

Is this for you?

  • The Strategist (Marketing & CRM Leads): You don’t need to be a coder. You will learn to audit third-party concepts, hire technical talent more effectively, and understand the “why” behind tracking limitations.
  • The Builder (Digital Analysts & Performance Marketers): You will learn to standardize your workflows and future-proof your stack against privacy changes and server-side requirements.

Technical Scope:

  • No SQL or Raw Data experience required. We focus on the logic and architecture that happens before the code.
  • Tool-Agnostic: While we use GA4 and BigQuery as a showcase, the principles are transferable to Piwik PRO, Adobe Analytics, Matomo or similar tracking tools.

Company Type:

  • Data-Driven Brands & Scale-ups outgrowing standard setups.
  • Omnichannel & B2B Firms needing to connect web sessions to backend sales.

Session Structure

  1. Building a Scalable Tracking Concept
    Master the architecture of a professional-grade tracking plan. We move from chaotic “event-tagging” to a clean, hierarchical framework designed to scale without creating future data debt.
  2. Join IDs & Advanced Marketing Signals
    Identify the essential User IDs and Join Keys needed at the source. Learn to architect your data to power Google Ads Enhanced Conversions, Facebook Advanced Matching, and offline data loops from day one.
  3. Connecting Web Analytics to CRM Backend
    A technical deep-dive into the “Lead-to-Sale” journey. We’ll walk through mapping frontend form events to backend CRM data and demonstrate how to join these datasets in BigQuery for a true source of truth.

Every attendee leaves with a Tracking Concept Template to audit their current setup and map their future data schema.

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mohrstade

mohrstade is a consultancy for marketing technology based in Munich, Hamburg, Vienna and Berlin/Potsdam. The company, which was founded by Partick Mohr and Marcus Stade in 2019, specializes in projects in the areas of data collection, data architecture, analytics, marketing activation and data visualization. These services are provided in independent and certified partnerships with selected marketing technology vendors. mohrstade takes care of both the strategic planning and the technical implementation.