My agency work encompasses web analytics, data strategy, conversion optimisation, and advanced statistical analysis. This role has provided extensive experience with real-world data challenges: incomplete datasets, attribution complexity, multi-channel customer journeys, and the critical need to translate analysis into actionable business strategy.
Web Analytics Project Leadership & Technical Implementation
Lead web analytics projects for enterprise clients, managing end-to-end tracking implementations across transactional and non-transactional digital ecosystems.
Conversion Optimisation & Experimentation
Serve as conversion optimisation expert, collaborating with Experience Design teams to analyse qualitative and quantitative data.
GDPR Compliance & Consent Management
Implemented GDPR-compliant data collection frameworks forenterprise clients using OneTrust and Cookiebot platforms.
Developed automated data processing pipelines handling 1M+ records using SQL and Python, enabling real-time reporting capabilities for SME clients. Created BI dashboards integrating multiple data sources, reducing manual analysis time by 40% and improving decision-making speed for SME client.
Conducted analytics audits and budget allocation studies for e-commerce clients, identifying underperforming channels and optimising resource allocation. Built Python-based forecasting models achieving 80% accuracy against actual business results and facilitated 10+ workshops on data-driven decision-making across marketing, product, and engineering teams.
Led data-driven marketing campaigns combining advanced analytics with user research to optimise customer journeys, driving 50% year-over-year revenue growth. Built end-to-end analytics frameworks using Google Tag Manager and GA4, SQL to enable real-time insights for testing and optimisation. Managed £500K+ annual advertising spend, achieving 5x-8x ROAS improvements through regression analysis and audience segmentation strategies.
