Digital Marketing Analytics & Architecture
Send correct signals to each of your platforms & build confidence in the data you use to make your most important campaign & UX decisions.
About Me
A Decade on Tools
Having worked in Digital Marketing for the last 10 years, in-depth across most channels and disciplines, my focus now is to help teams make sense of their martech stack and the data it generates.
I am able to work end to end, auditing existing analytics, advertising and privacy configurations, implementing platform tagging including writing custom javascript, as well as building data pipelines into your cloud. Finally completing the custom SQL required to filter and aggregate data, before shifting it into a dash or into your public cloud.
My approach is simple - I provide advice and implementation, I don't sell tools or time that is not required, and I work across teams - marketing, development & BI, helping to solve problems, implement new features or hold partners accountable.
Analytics
Reliable conclusions start with accurate measurement
Google analytics has changed, and with GA4 the opportunity to collect more data points to better understand site performance, user journeys, and channel performance has increased. Ensuring accurate data capture takes care, awareness and experience.
Google Analytics 4
Take advantage of new features, increased scope for bespoke measurement, modernised privacy configurations, and the most granular data access ever.
Custom measurement
Working alongside or independently of your dev teams to add custom measurement to better understand important features and funnels.
Ecommerce
GA4 has similar ecommerce tracking capabilities, including capturing key interactions and product data simultaneously across the shopping journey.
Data warehousing
Web analytics data can now be exported to GCP BigQuery, unleashing new reporting capability through SQL and processing billions of data points at blistering speeds.
Reporting & Analysis
Utilising the GA4 UI, GA4 Data API, or Data Warehouse, complete reporting and bespoke analysis guided by your teams queries and hypothesis.
Segmentation & Joining
Utilise GCP BigQuery & GA4 audiences to complete complex segmentation, and joining data from other sources inside the data warehouse is highly efficient.
Architecture
Optimise your entire digital marketing stack
Platforms behave individually, their data existing in silos. Link them together for better outcomes across your users and teams.
Tag Management
Audit & map martech tagging & pixels, both in code and through a tag manager, ensuring the right platforms collect the right data in a privacy considered manner.
Platform Data Optimisation
Review inbound configuration (UTM tagging), on site data collection and in-platform configuration to ensure accuracy & consistency.
Troubleshooting & Debugging
Sometimes tech can be troublesome, with deep browser and tag management knowledge we can work with your teams to solve data collection issues.
Integrations
Connect data across your marketing platforms, shifting data from one source to another via bespoke serverless functions deployed in your cloud.
Data ingestion
Ingest data from any datasource with an API, sending the data to storage buckets across cloud or loading directly into your data warehouse.
Data activation
Help teams follow through with ideas and experiments to generate value across data capture, ingestion & routing to final destinations for activation.
Client Examples
Experience Across Verticals
Tilde has had the privilege to work with a range of clients across different industries, diverse teams, across analytics, tag management, reporting, data engineering and analysis.
Get in touch
Want to be more confident in your martech stack?
Looking to help increase your teams capability?
Want to upgrade your platforms and data?
