Data & Analytics

Find out what's really happening in your business.

Data management, business intelligence and analytics, so you can see where your customers come from, what they cost and what to do next.

What's Included

Google Analytics 4 and Search Console setup and configuration
Event and conversion tracking aligned to real business outcomes
Channel attribution and campaign tagging
Reporting dashboards and scheduled reports
Database design, schema review and migrations
Data cleaning, de-duplication and enrichment
CRM and customer data structuring
Integrations and data pipelines between systems
Exports, backups and data ownership handover

About Data & Analytics

Plenty of businesses have analytics installed and still can't answer the question that matters: where do our customers come from, and what does one cost to acquire? Usually the tracking was never configured beyond the default install, so there's traffic data but no conversion data, and decisions get made on a hunch.

The first job is measurement you can trust. Google Analytics 4 and Search Console configured properly, events and conversions defined around real business outcomes, and channel attribution that holds up. Then reporting: dashboards that surface the handful of numbers worth looking at weekly, rather than a 40-tab export nobody opens.

The second half is the data itself. Database design and migration, cleaning and de-duplicating customer records, structuring CRM data so it can be used, and building integrations so your systems stop disagreeing with each other. I've handled data work for a Scottish league football club and a global online school, and run the data layer across my own platforms, including a marketplace that processed more than $750m in transaction volume.

Ideal For

Businesses spending on marketing with no reliable attribution
Operators running the business from spreadsheets
Organisations with customer data spread across several systems
Teams that need a weekly number, not a quarterly report

How It Works

Review: What is currently tracked, what is stored where, and which questions you cannot answer today but need to.
Instrument: Analytics, events and conversions configured correctly, and data sources connected.
Structure: Databases and records cleaned, deduplicated and organised so the underlying data can be trusted.
Report: Dashboards and recurring reports built around the decisions you make, with a walkthrough so your team can read them without help.

Data & Analytics for Clients

Businesses in the client showcase that have had data & analytics delivered as part of their project.

Edinburgh City Football Club: Ambitious Scottish capital football club.
Fusion Club: Multi-site hybrid gym group in Portsmouth, Gosport and Southampton, running on a custom membership, events and merch platform.
The BOS (British Online School): Global online education platform offering flexible British curriculum to ages 5-16.

In My Own Ventures

Businesses from my own portfolio where this work was done first-hand rather than for a client.

CNFT.IO: The first and biggest NFT marketplace on the Cardano blockchain, with over 400k users and $750,000,000+ in transaction volume.
Enforcement.app: An end-to-end debt collection and enforcement platform for businesses and property owners across England and Wales.
HireSpark: A new ATS/CRM for Recruiters and internal HR Teams currently under development.

Pricing

Data & Analytics is quoted individually on scope, complexity and timeline, and there are no fixed packages. Work starts from £500.

Data & Analytics: Frequently Asked Questions

Is this just setting up Google Analytics?

Analytics setup is part of it, but the work extends to the data your business runs on: databases, customer records, CRM structure and integrations between systems. Tracking tells you what happened. Clean data lets you act on it.

Can you fix tracking that was set up badly?

Yes, and it is a common starting point. Default installs usually record pageviews and nothing else, which means no conversions, no attribution and no way to judge marketing spend.

Can you migrate data from an old system?

Yes. Migrations, cleaning and de-duplication are regular work, including moving off spreadsheets into a proper database as part of an application build.

Who owns the data and the accounts?

You do. Analytics properties, databases and integrations are set up in accounts you own, with exports and documentation handed over.

Often Paired With

Application Development: Bespoke web and mobile applications, built from the ground up.
Digital Marketing & PPC: Paid campaigns measured on enquiries, not impressions.
Email & Communications: Campaigns, newsletters and automated email that lands in the inbox.

All Services

Branding & Identity: Complete brand identity systems covering logo design, colour palettes, typography and visual guidelines that give you a recognisable presence in your market.
Website Design & Development: Custom-built, SEO-optimised websites, from single-page landing sites to full platforms with content management, e-commerce and booking.
Application Development: Bespoke web and mobile applications, from internal business tools to SaaS platforms and consumer-facing apps for iOS and Android.
Graphic Design: Professional visual assets for digital and print, covering marketing collateral, social media graphics, UI/UX design and presentation materials.
Print & Signage: High-quality print design and production covering business cards, menus, flyers, brochures, signage, matchday programmes and promotional materials.
Digital Marketing & PPC: Digital marketing covering Google Ads, paid social and pay-per-click management, built to bring in enquiries rather than traffic for its own sake.
Email & Communications: Email marketing campaigns, newsletter systems and automated workflows that keep your audience engaged and your messaging consistent.
Data & Analytics: Data management, business intelligence and analytics, so you can see where your customers come from, what they cost and what to do next.
Content & Blog: Blog setup, content strategy and copywriting that builds authority, improves search rankings and gives your audience a reason to come back.
Business Consultancy: Strategic advisory for businesses at any stage, covering launch planning, growth strategy, partnerships, networking and technology adoption.

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