About Daniel Robertson

I am a freelance data analyst with 12+ years of high-profile experience.

I work with various charities, non-profits, and social impact organisations to help them get the best insight from their data.

I’ve won awards and worked with a huge range of organisations, from massive global federations to small local businesses. But most importantly, I have simply been there and done it day in, day out when it comes to data analysis, digital, and research projects. I’m driven to help address some of society’s pressing problems through data analytics, insight, communication, and better working practices.

You’ll find me professional, exceptionally thorough, reliable, quick and (hopefully) pleasant to work with. I’m very motivated to understand problems and organisational needs and have the technical and collaboration skills to help you move towards the insight and solutions that you need.

No contracts or retainers – I work flexibly around the needs of your organisation and projects.

Find me on LinkedIn

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

Or, just click the button below to send me a quick, no-obligation email about your project or enquiry. I’d love to hear from charities, NGOs, non-profits, education providers, or any organisations with positive social impact.

Previous employers:

Digital and data analysis services

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

I offer freelance support with social impact organisations of all sizes. Whether you are a small operation 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 (and many more positive non-financial outcomes) throughout my career with this approach.

I would love to hear about projects with social impact or working with non-profit organisations: I offer competitive rates and specialist experience in this area.

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 Looker Studio, Google Sheets, Google Optimize, Microsoft Excel, Microsoft Power BI, Adobe Analytics, Visual Website Optimizer (multivariate testing and heatmapping tool), 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 – data science – for all sorts of projects in the digital sphere and beyond. A degree in Artificial Intelligence/Computer Science 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 client-side. I have achieved real breadth and depth in digital analytics and web projects over more than a decade in the industry.

My latest permanent 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.

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 analytics projects!