Matthew Niederberger
Founder at Martech Therapy
Making Martech Work | CDP, CEP & practical Agentic AI foundations - writing & podcasting to stay sharp 🦔
About Matthew Niederberger
As a hands-on Martech practitioner, I help mid-sized and enterprise companies make sense of complex stacks and turn them into something that actually works. With 20+ years across digital analytics, server-side tagging, CDPs, CEPs, and the occasional CMP headache, I’ve seen how ambition and reality often diverge. My work spans the full lifecycle: from early-stage assessments and vendor evaluations to implementation, orchestration, and team coaching. I’m often called in to fix what others left unfinished or to guide teams through what’s never been done before. Alongside the delivery work, I host the podcast Couch Confidentials and write on Substack, sharing lessons from the field, reflections on emerging practices like Agentic AI, and the quiet reality of making Martech work under pressure. I don’t chase that shiny object. I focus on durable solutions, good questions, and helping teams build systems they can trust.
Skills & Expertise
Career Journey
Founder
With over 20 years of experience in Martech, customer data platforms (CDPs), and digital analytics, I help organizations untangle the complexities of their marketing technology stack. My work goes beyond server-side tagging and analytics customer data has become a central pillar in how businesses operate, requiring a broader and more strategic approach. Previously operating under the name Tagticians, I rebranded to Martech Therapy to reflect the evolving needs of organizations. Data now spans beyond tagging and tracking; it influences customer experience, compliance, and business strategy. Martech Therapy embodies this shift, offering expert guidance to companies navigating the ever-expanding world of customer data, ensuring their technology investments drive real impact. I work with companies at different stages whether they are starting with a CDP, optimizing their Martech stack, or rethinking their data strategy. My approach is hands-on, pragmatic, and rooted in two decades of experience across industries. I bring structure to complexity, helping teams make sense of their data and technology choices while keeping an eye on long-term scalability and compliance.
Customer Data Platform & Personalisation Lead
helped me get this job
Freelance Customer Data Platform (CDP) and Tag Management Expert
Tagticians specialized in Tag Management and Customer Data Platforms (CDPs), helping organizations maintain high data quality in their digital tracking activities. Many companies don t require a full-time tag management team, yet proper implementation and maintenance are critical. We provided expertise in tag management strategy, implementation, audits (including GDPR compliance), migrations, and optimizations. Our services covered Google Tag Manager (including server-side), Segment (as a Certified Partner), and broader data collection tools like mParticle. Operating through SLA contracts, pay-as-you-go support, and interim roles, Tagticians worked with enterprises and startups across the EU, North America, and Asia. Our specialists were full-stack experts in both client-side and server-side tracking, supporting platforms like Google Analytics, BigQuery, and Google Cloud solutions.
