One time, when we were much smaller and a team of 10, we had a marketer who also thought they were a developer. Instead of choosing an off-the-shelf tagging so

One time, when we were much smaller and a team of 10, we had a marketer who also thought they were a developer. Instead of choosing an off-the-shelf tagging solution like Google Tag manager, they used Zapier + custom injected code into Wordpress + Segment to attempt to hand-roll a "marketing tech stack". All the data was wrong and all the integrations would break constantly. Eventually we moved on and a team had to figure out how to rip out all the code and deprecate the integrations. We ended up just moving to a new CMS to start clean.