Web Analytics Consultant & Data Strategist based in Bristol, UK. 15+ years helping companies understand their users through data. Author of hefflin.com.
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…
Every SaaS dashboard I’ve ever reviewed starts the same way: MRR at the top, churn rate underneath, maybe a line chart showing both over time.…
“What will I actually get for £50K?” That’s the question I hear more than any other. Whether it’s a CFO reviewing budgets, a CMO defending…
Fintech customer acquisition costs have risen roughly 60% since 2020. I’ve watched this trend accelerate from both sides of the table — first as a…
I’ve sat on both sides of this decision. For years, I built and led in-house analytics teams at Barclays and Deliveroo. I hired analysts, managed…
Every Monday morning at Deliveroo, our executive team gathered around one screen. Not to look at revenue (that number was already in everyone’s inbox). We…
I’ve seen it more times than I can count. A marketing team spends six figures on their analytics stack, only to discover that 20-40% of…