Robust, comprehensive digital and web analytics is now business-critical for any organisation with an online presence. Whether you want to evaluate your marketing and advertising efforts, see how people are using your website, or improve the layout or design of your online materials, digital data analysis is a must.
I am a web analytics expert with years of experience working with tools such as Google Analytics and Adobe Analytics to derive a deep understanding of online users. I have done this for numerous commercial organisations, large and small, in sectors from retail and publishing to insurance and sports, as well as spending four years in the charity sector as a web analytics specialist.
I can provide insights about who your users are, what they are interested in, how they behave on your website or app, what content they are engaging with, through which marketing channels they reach your website, how they behave on different devices, and much, much more. I work with a full suite of Google products – Google Analytics, Google Tag Manager, Google Data Studio, Google Sheets, Google Optimize, and Google Search Console – as well as a wide range of other digital analysis tools with aims like web analytics, CRO/AB testing, session recordings, and surveys. With Google Analytics, I like to push the tool to its limits with custom event tracking, goals, and Enhanced Ecommerce tracking closely aligned to your website’s customer experience and purpose.
Among my digital analytics success stories comes from my time at the charity WaterAid. As the global lead web analyst, I was a core part of the project team to deliver a complete website rebuild and redesign, on an entirely new platform. I doubled as a strategic adviser, provider of insight, and the implementation lead for Google Tag Manager and Google Analytics.
As part of this, I produced and implemented an analytics framework across various products and territories, culminating in reporting views of varying levels of detail in Google Analytics, Google Sheets, and Google Data Studio – for stakeholders at all levels. I captured the key tracking requirements in-line with a measurement framework and the needs of various teams across WaterAid globally, translating this into a GTM/GA tagging architecture that could be replicated across each territory’s website.
To inform the content, design, and UX of the new website, we also brought in insight from AB and multivariate testing, Hotjar session recordings, and live user testing of user journey prototypes.
This project spanned the entire web analytics lifecycle, from tracking tag configuration and analytics architecture, to dashboarding, visualisation, insight, and training, thus providing substantial ongoing value across WaterAid.
Digital data can be almost limitless. However, I believe in simplicity and focus, and my digital and web analysis can be tailored to your specific business questions or organisational needs, selecting the right tools and data from those available. My iterative approach can identify some initial questions and, through data reviews, audits, and analysis, raise more questions or improvements to your data analytics strategy. Working together and through data-driven iterations, we can reach the insight that you need to understand, improve, and optimise all aspects of your digital and web presence.
I look forward to hearing about your exciting digital and web analytics projects!