Centralized Portfolio
A ring of sites (in grey) send data in two directions: all sites send into a centralized analytics property (in yellow), and each site sends to its own singular property (the outer yellow ring).
Decentralized Portfolio
Some work has been done in the connected section in the middle-right, but otherwise sites and their data are disconnected.
Dual-brand GTM data flow
For this dual-brand view, site nodes have been color-coded to visually identify brands - one is blue, the other is orange. This data flow is symmetrically organized, with one Google Analytics property per brand. Some data flows from brand-specific GTM nodes (purple, left and right) and some flows from a cross-brand node (purple, center).
Animated, self-organizing graphs
Graphs are animated and self-organizing. Sites cluster based on natural properties like gravity - those that are linked stay close, and those that aren’t linked drift away from each other.
Data leakage
These sites (in grey) do use owned, centralized GA & GTM (yellow and purple, center). But in addition, each site appears to load several pink-outlined GA properties and GTM containers - creating a plethora of opportunities for security and compliance problems.
Progress
Over time, improvements to a fragmented portfolio lead to more centralization. These improvements are immediately visible in Intarsia’s graphs.
Hidden connections (without data access)
Using only scraped data, Intarsia reveals an underlying data structure - and media coordination - among these ~700 dealer websites. Each cluster represents dealers in a single country. The countries’ different approaches to organization are clearly visible.