Attribution, dashboards, experimentation. I help B2C companies build measurement frameworks that drive better decisions—not just more data.
Most B2C companies have more data than they know what to do with. Google Analytics is set up. Every channel reports its own numbers. You have dashboards. But when someone asks "what's actually working?"—nobody's confident in the answer.
Attribution is broken by default. Every platform claims credit for the same conversion. Incrementality is a mystery. Your experimentation is ad hoc. And you're making million-pound budget decisions based on metrics you're not sure you trust.
The gap isn't data collection—it's turning data into decisions.
I help B2C companies build measurement frameworks that answer the questions that matter: What's working? What isn't? Where should we invest more?
Move beyond last-click. Multi-touch attribution, incrementality testing, and media mix modelling. Understand what's actually driving growth.
Build dashboards your team actually uses. The right metrics, the right cadence, with clear actions attached to each number.
A/B testing, geo-testing, holdout groups. Build a culture and process of testing that compounds learning over time.
Define the metrics hierarchy from board-level down to channel-level. Make sure everyone's measuring what matters.
GA4, event tracking, conversion tracking, data pipelines. Make sure you're collecting clean data from day one.
When to hire an analyst, how to embed analytics into your workflow, and how to build a data-informed (not data-paralysed) culture.
I've built measurement frameworks at companies spending eight figures on marketing—where getting attribution wrong means wasting millions.
Measurement should make you faster and more confident—not slower and more confused. I help you build frameworks that actually inform action.
Book a 30-minute call. We'll talk about your measurement challenges and how to solve them.
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