Consulting

Analytics, experimentation and optimisation

Your business generates millions of data points every day. Ad clicks and page views and form submissions and email opens and cart additions and checkout abandons and support tickets and purchase completions—all creating a detailed record of what drives growth and what constrains it.

The challenge isn't the volume of data. It's making sure it's accurate, consistent, and actually useful for growth decisions. Without reliable data, you can't identify what's driving growth, teams waste time on conflicting reports, and strategic decisions become a gamble.

I specialise in establishing reliable measurement, identifying growth levers, and building systems that compound results over time.

Recent client work

• KFC Australia – Unified customer data collection across digital touchpoints to enable precise targeting and campaign measurement (delivered with AKQA).
• Sportsbet – Established experimentation frameworks that scale systematic testing across multiple business units whilst maintaining statistical rigour (in partnership with First Principles).
• Standards Australia – Defined measurement strategy and analytics infrastructure that provides clear visibility into website performance and user behaviour patterns.
• Oroton – Helped to establish an experimentation program for an Australian luxury fashion brand, enabling data-driven decisions across product, marketing, and customer experience initiatives.

Service areas

Analytics integrity

Fix broken tracking, trust your data

Missing conversion tracking, double-counted events, revenue that's not being captured. Your analytics are even more broken than you think. When your data is unreliable, every strategic decision becomes educated guesswork at best.

I start with a comprehensive audit to identify what's actually broken, mising or incomplete and then systematically rebuild your measurement infrastructure. The result is clean, reliable data that enables confident decision making.

Measurement strategy

Track the right metrics, make the right decisions

I help you develop measurement strategies that cut through the noise and focus on what matters. We'll establish clear hierarchies between leading and lagging indicators, create reporting that highlights actionable insights, and eliminate the vanity metrics that distract from real business drivers.

Experimentation strategy

Get your experimentation program back on track

Many businesses launch experimentation programs with enthusiasm, only to find themselves running tests that generate inconclusive results, require months to reach statistical significance, or produce insights that nobody acts upon. Teams lose confidence. Leadership questions the investment. Testing grinds to a halt.

I specialise in diagnosing what's constraining your experimentation capability and rebuilding it to generate reliable, actionable insights. This involves establishing proper statistical frameworks, realistic test design, and processes that produce results your team can trust and act upon.

Experimentation enablement

Deliver results from day one

Most teams jump into experimentation without proper frameworks and end up struggling with poor statistical practices, inconclusive tests, and results that don't drive business decisions.

I work to establish experimentation programs that avoid these problems entirely. This includes developing robust test prioritisation frameworks, establishing statistical rigor, and training internal teams to run effective experiments independently. You get the benefits of systematic testing without learning through expensive trial and error.

Ready to get started?

I'm always open to discussing your business, whether you're ready to work together now or just exploring possibilities.

Book a meeting or send me an email and let's talk about what's possible.