Data Infrastructure & Attribution Consulting | Minetta Partners
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Practice 03 — Data Infrastructure

One set of numbers the whole board trusts.

Data infrastructure is the warehouse, pipelines and definitions beneath your reporting. Most reporting arguments are really data-model arguments, so we settle them at the source — warehousing, pipelines, event tracking, server-side tagging, identity resolution and attribution — so the numbers in the board pack reconcile, and every dashboard draws on one agreed set of numbers.

What data infrastructure covers

Warehousing

A single warehouse — BigQuery or Snowflake — as the one place every number is defined, modelled and agreed.

Pipelines

Dependable ELT with dbt, so data lands on time, tests pass, and the same logic runs everywhere.

Event tracking

A governed tracking plan with Snowplow or GA4, so behaviour is captured consistently and means the same thing over time.

Server-side tagging

Server-side GTM to improve data quality, resist cookie loss and control exactly what leaves your estate.

Identity resolution

Stitching sessions, devices and accounts into one customer, so a person is counted once, not many times.

Attribution & dashboards

Channel attribution rebuilt on first-party data, feeding dashboards that reconcile with the board pack.

Spreadsheet reporting vs modelled at the source

ConcernSpreadsheet reportingModelled at the source with Minetta
ReconciliationEach team's figures disagree by month endOne metric defined once; every report agrees
IdentitySame customer counted several times overIdentity resolved; one person, counted once
AttributionBreaks as cookies and browser signals vanishFirst-party, server-side; defensible after cookie loss
TrustBoard meetings argue about whose number is rightNumbers are settled; the discussion is decisions

Data infrastructure — common questions

Data infrastructure is the warehouse, pipelines and definitions beneath your reporting — the layer that collects events, moves and models data, and resolves identity. It decides whether every dashboard and board pack draws on one agreed set of numbers, or several that quietly disagree.

Because the same metric is defined in several places at once — a spreadsheet, an ad platform and a dashboard each calculate revenue or a conversion their own way. Most reporting arguments are really data-model arguments, and we settle them by defining each metric once at the source.

Server-side tracking sends events from your own server rather than the browser, using server-side tagging such as server-side GTM. It improves data quality and resilience against ad blockers and cookie loss, and gives you control over what is shared. Most enterprises with meaningful ad spend now need it.

We are pragmatic about the stack. In practice most builds use BigQuery or Snowflake as the warehouse, dbt for modelling, Snowplow or GA4 for event collection, and server-side GTM for tagging. We fit the tools you already run where they earn their place.

Yes. With third-party cookies gone, attribution moves to first-party data, server-side collection, identity resolution and modelled conversions. We rebuild it on data you own, so channel reporting stays defensible even as browser signals disappear.

Most engagements run two to four months from diagnostic to a warehouse, pipelines and dashboards you can trust, depending on the number of sources and the state of the data. We start with a two to three week diagnostic so scope is known before any build begins.

Do your board numbers argue with each other?

Send the symptom, not the brief. We will tell you whether it is a problem we should take, and what we would look at first.

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