About Daniel Robertson

I am a freelance digital analyst with over 8 years’ experience who is Google Partners certified and has won awards, but much more importantly, I have simply been there and done it day-to-day when it comes to data analytics and digital projects.

You can find me on LinkedIn, or email me at [email protected]

Or, simply click the button below to send me a quick, no-obligation email about your project or enquiry.



Digital and data analysis services

Using my extensive experience, I can help organisations of any size with:

I’m available for work on freelance projects of all sizes. Whether you are a small business who needs help setting up a website or analytics, or a larger organisation looking for specialist support or project work, contact me to discuss how I might help improve your digital presence or turn your data into insight. I believe in simplicity, persuasion, and data-driven decision making, having generated results worth hundreds of thousands of pounds throughout my career with this approach.

I am particularly interested in projects with social impact and non-profit organisations: I can offer discounts and, for the right project, may be able to offer some pro-bono time.

Data analytics skills and tools

My primary tool is Google Analytics but my expertise stretches far beyond that. I am native to tools like Google Tag Manager, Google Data Studio, Google Sheets, Google Optimize, Microsoft Power BI, Adobe Analytics, Visual Website Optimizer (multivariate testing and heatmapping tool), Optimizely, and Hotjar (session recording tool). Like any dedicated digital professional, I have used countless tools over the years and understand the principles underlying them and how they can complement each other to maximise business impact.

I can also offer robust experience in statistical analysis, data modelling, and predictive analytics – or if you prefer, data science – for all sorts of projects in the digital sphere and beyond. A degree in Computer Science/Artificial Intelligence and years of hands-on practice at the sharp end of business operations as an analytics lead means that I am equally happy implementing and deploying solutions or using them to derive insight to optimise digital communications and marketing. I can code in numerous languages like JavaScript, R, and Python, but that’s not what’s important. Coding is just a means to an end and I use it where relevant to improve efficiency or customise solutions to granular business requirements.

Professional experience and commitment to high standards

I have extensive experience working both agency-side, and, more recently, client-side. I have achieved real breadth and depth in digital analytics projects over eight years in the industry.

My latest role was at WaterAid (a fantastic NGO helping to deliver safe water, hygiene, and sanitation to where is most needed) as the lead web analyst globally. I was responsible for implementing and managing the web analytics infrastructure (primarily in Google Analytics), consulting on other tools, training users, producing reports and dashboards for numerous countries and microsites, and – most crucially – making recommendations and advising on business decisions within the digital sphere, based on my analysis. At WaterAid I was part of the core project team to deliver an ambitious, forward-looking new website platform for the entire global federation to use. It’s great to have been there from start to finish on a global strategic project while advising the whole way through using data and insight. Part of this project involved requirements capture, developing a measurement framework, and implementing the framework in Google Analytics, Google Tag Manager, and Google Data Studio to tie in with many other data sources.

My work with Oxfam GB focusing on multivariate testing received a UX UK Award in 2013 (as well as being shortlised in two other categories) and an Institute of Fundraising award in 2014. At Oxfam, my responsibilities were numerous and diverse, supporting teams across the organisation with different aims and KPIs. Examples included Oxfam’s Online Shop (with over 100,000 products on sale), donation processes, fundraising campaigns, fundraising events, advocacy and campaigning, innovative engagement initiatives, and policy and practice content. I primarily worked as the lead web analyst using Adobe Analytics and Visual Website Optimizer to monitor, evaluate, and improve all areas of Oxfam’s websites.

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Before working at Oxfam GB, I worked for HP (Hewlett-Packard) Autonomy in client services. In a demanding, high-profile role, I worked with household-name clients including Tottenham Hotspur, Financial Times, Post Office, UniCredit, Boden, Ocado, Office Depot (Viking Direct), and uSwitch. The focus of my work was conversion rate optimisation through AB and multivariate testing, behavioural targeting, and content recommendations. I also worked on web development and personalisation projects, delivering substantial value for all clients.

You can find me on LinkedIn, or email me at [email protected]

I look forward to hearing about your exciting data projects!

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