Web Analytics Consultant

James Hefflin

Helping businesses turn data into actionable insights since 2009. 15+ years of enterprise analytics experience across fintech, e-commerce, and SaaS.

Bristol, UK 15+ Years Experience [email protected]

Data should tell stories, not just fill spreadsheets. After 15 years helping companies from FTSE 100 enterprises to fast-growing startups understand their users, I've learned that the best analytics setup is the one your team actually uses. I write about practical, privacy-conscious web analytics — no fluff, no vendor hype.

Experience

Head of Analytics

4 years

Leading E-commerce Platform

Built the analytics infrastructure from scratch and grew the team from 2 to 14 people. Established data-driven culture across product, marketing, and operations.

Senior Analyst — Marketing Attribution

4 years

Major Financial Services Company

Led a team building marketing attribution systems, saving millions in ad spend through channel optimisation. Pioneered data layer architecture for cross-platform tracking.

Analyst — A/B Testing & Experimentation

3 years

FTSE 100 Retailer

Implemented A/B testing frameworks for one of the UK's largest e-commerce platforms. Built foundational skills in web analytics and data-driven decision making.

Independent Consultant

2020 — Present

Self-employed, Bristol

Working with SaaS companies, e-commerce brands, and high-growth startups on analytics strategy, implementation, and team building.

Tools & Expertise

Web Analytics

Google Analytics 4, Adobe Analytics, Mixpanel, Amplitude, Matomo

Tag Management

Google Tag Manager, Tealium, Segment, Data Layer Architecture

Data & BI

BigQuery, Snowflake, Looker, Tableau, dbt

Attribution

Multi-touch models, MMM, Channel Optimisation, Incrementality Testing

Product Analytics

Funnel Analysis, Cohort Analysis, Retention, SaaS Metrics

Privacy & Consent

GDPR, Cookieless Tracking, Server-side Tagging, Consent Management

Speaking & Writing

Brighton SEO — 2023

Analytics in a Cookieless World

Superweek Hungary — 2021

GA4 Migration Strategies

MeasureCamp London — 2018–2022

Speaker (3 editions)

Econsultancy — 2019–2021

Regular Columnist

Certifications

Google Analytics Individual Qualification

Google

Google Tag Manager Certified

Google

Adobe Analytics Certified Expert

Adobe

Certified Web Analyst (CWA)

Digital Analytics Association

Let's Work Together

Have a question about analytics strategy, or interested in working together? I'd love to hear from you.

[email protected]