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.

Career

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.

Skills

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

Community

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

Credentials

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]