Bad data makes for poor decisions. I work with clients to deliver improved data output from their analytics package. This begins with a learning process to give me a thorough understanding of the client’s business and it’s objective following which I can translate these into an action plan to configure their web analytics package.
Working with a trusted developer we help clients implement Google Tag Manager (the most popular tag management solution) and configure for upgrades from standard Google Analytics to Universal Analytics as well as implementing
While quantitative data often forms the bedrock of an analysis providing the ‘what?’, qualitative data makes up an equally vital element in understanding the ‘why?’. I work with both to help give clients a more rounded picture from which they can make real business decisions.
Increasingly I am working with clients by helping them use web data to produce business critical insight such as forecasting traffic and sales revenue in peak periods to bringing on new product lines.
I've worked with more than 30 businesses in retail, education, food and drink, travel and leisure, finance, media, B2B, legal and the list is growing.
As a consequence I'm able to transfer learnings and fresh ideas across industries where relevant.
I'm proud to have worked with many of my clients for several years and much of my work comes from referrals and repeat business.
A critical part of the work I do for my clients is in learning about their businesses. Not only is this of vital importance for delivery of the services that I offer but it's also one of the most interesting aspects of any engagement.
With 20 years experience in digital marketing I've had the privilege of working with clients of all sizes, across many different industries and on two continents (Europe and Asia). That's given me quite a broad perspective.
I spend much of my time with numbers, as a result I'm good not only at drawing out insight but also a weaving a narrative - critical for communicating what can often be quite dry information.
While the starting point will so often be the data, it's by no means the end point. As often as possible I will introduce qualitative data in the form of on-site surveys, unstructured customer feedback, usability studies, session cam recordings, heat maps, scroll maps... the list goes on. This is vital in helping understand the 'why?'
Perhaps most importantly I understand and appreciate the value of communicating to businesses in their own language rather than asking them to learn my language. I consider this to be vital in order that progress can be made.
Tools of the trade
Google tag manager
Clients and testimonials
While the mobile phone is emerging as the primary platform for web access (superseding the desktop), it’s complex impact on e-commerce is only just being understood. Yet even as this evolves, the next frontier could be just beginning to emerge and should it gain real traction it will surely present a further layer of complexity. I was[…]
What have the 2015 UK general election and digital analytics got in common? Perhaps not much but we can still learn something about user intent from the election. During the lead up to the UK general election the polls were calling a very close result between the two leading parties, Conservative and Labour. These[…]
How did it come about in the first place? Black Friday was introduced in the US because Thanksgiving, which is always on the 4th Thursday in November, is a national holiday so many people took the following day off. To capitalise (literally) on the extra day of holiday and kick start the festive shopping season retailers began offering discounts on[…]