Web Analytics Consultant with 15+ years helping leading companies in fintech, e-commerce, and SaaS make smarter data-driven decisions.
Services
End-to-end analytics setup — from tool selection and data layer architecture to dashboards and team training.
GTM, Tealium, and server-side tagging implementations. Clean data layers that scale with your business.
Multi-touch attribution models that help you understand which channels actually drive revenue.
Process
Every engagement follows a structured approach designed to deliver measurable results, not just reports that gather dust.
I start by understanding your business goals and auditing your current analytics setup. What are you tracking? What's missing? Where is data leaking? This phase typically uncovers quick wins that pay for the entire engagement.
Based on the audit, I design a measurement framework tailored to your business. This includes data layer specification, tag management setup, custom event tracking, and dashboard creation — all documented for your team.
Analytics is not a set-and-forget exercise. I help your team interpret data, build testing hypotheses, and continuously refine tracking as your product evolves. The goal is self-sufficiency, not dependency.
Blog
Over the past 15 years, I’ve helped build analytics capabilities at more than 50 companies. Retail giants, fintechs, fast-growth startups, government bodies. The ones that…
GA4 server-side migration is the hottest topic in analytics right now. Every conference I attend, every Slack community I’m in, someone asks: “Should we move…
Gartner estimates that poor data quality costs organisations an average of $12.9 million annually. That number sounds dramatic until you realise it’s actually conservative. The…
“Data-driven” might be the most overused phrase in business today. Every company claims to be data-driven. It’s in the job descriptions, the investor decks, the…
Background
15+
Years Experience
50+
Projects Delivered
£2.3M
Ad Spend Saved
4
Certifications
Expertise
Certified and deeply experienced across the modern analytics stack. I choose the right tool for your context, not the most popular one.
Let's discuss how better analytics can transform your business decisions.