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About James Hefflin

Web Analytics Consultant & Data Strategist based in Bristol, UK. Helping businesses turn data into actionable insights since 2009.

“I believe data should tell stories, not just fill spreadsheets. After 15 years helping companies from Tesco to Y Combinator 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.”

Background

I hold a BSc in Computer Science with Mathematics from the University of Bristol, where my dissertation focused on predictive models for user behaviour in e-commerce. Since then, I’ve built my career around one central question: how can we better understand what users actually do — and why?

Experience

My journey in analytics has taken me through some of the UK’s most data-driven organisations:

  • Tesco PLC (2009–2012) — Started as a Junior Analyst, implementing A/B testing frameworks for one of the UK’s largest e-commerce platforms
  • Barclays (2012–2016) — Led a team of analysts building marketing attribution systems, saving £2.3M in ad spend through channel optimisation
  • Deliveroo (2016–2020) — As Head of Analytics, built the analytics infrastructure from scratch and grew the team from 2 to 14 people
  • Independent Consultant (2020–present) — Working with SaaS companies, e-commerce brands, and Y Combinator startups on analytics strategy and implementation

Expertise

Tools & Platforms

  • Google Analytics 4
  • Adobe Analytics
  • Mixpanel & Amplitude
  • Google Tag Manager & Tealium
  • Segment
  • BigQuery & Snowflake
  • Looker & Tableau

Specialisations

  • Customer Journey Analytics
  • Marketing Attribution Modeling
  • Privacy-First Analytics (GDPR)
  • Cookieless Tracking Strategies
  • Product Analytics for SaaS
  • Data Layer Architecture

Speaking & Writing

I regularly share knowledge at industry events and through publications:

  • MeasureCamp London — Speaker in 2018, 2019, and 2022
  • Superweek Hungary (2021) — “GA4 Migration Strategies”
  • Brighton SEO (2023) — “Analytics in a Cookieless World”
  • Econsultancy — Columnist (2019–2021)
  • Co-author of “Practical Guide to GA4 Migration” (eBook, 2022)

Certifications

  • Google Analytics Individual Qualification
  • Google Tag Manager Certified
  • Adobe Analytics Certified Expert
  • Certified Web Analyst (CWA) — Digital Analytics Association

Get in Touch

Have a question about analytics strategy, or interested in working together? Drop me a line at [email protected].