Quantitative Review
Identify blind spots, unlock hidden growth, trust your data and enable confident decision making
Your marketing operation generates impressive volumes of data across multiple systems. Analytics tracks website behaviour. Your CRM captures lead progression. Email platforms measure opens and clicks. Ad platforms report impressions and conversions. ERPs track transactions.
Each tool tells part of your story, but the real insights emerge when you understand how these systems interact as a unified measurement ecosystem. Most businesses operate these analytics platforms with critical gaps, missing the measurement points that reveal what's actually driving growth and what's silently undermining it.
These measurement gaps compound over time. Website updates silently break event tracking. Duplicate tracking triggers inflate metrics. Bot traffic skews conversion data. Goals track vanity metrics whilst revenue leaks go unnoticed. Without systematic maintenance, your measurement infrastructure degrades whilst strategic decisions become increasingly divorced from commercial reality.
But everyone's heads-down, optimising their piece of the puzzle. When was the last time anyone stepped back to understand the links between these systems? When did anyone map how a prospect actually moves through your entire ecosystem from first touch to conversion, to understand where the system succeeds and where it fails?
How I can help
I help marketing teams bridge these gaps through comprehensive analytics auditing and customer journey mapping. After examining measurement systems across dozens of businesses spanning retail, SaaS, financial services, and eCommerce, I recognise the blind spots that teams close to the data often overlook.
I show you what your analytics data is actually telling you about user behaviour, and more importantly, what it's missing. The difference is perspective and remit. I'm not embedded in your operations or constrained by internal politics. I'm here to find what's working, what isn't, and what you're missing entirely.
While the inputs vary between engagements, they often look something like this:
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Analytics audit to validate that every meaningful part of your customer acquisition journey is measured accurately across all platforms
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Customer journey mapping to document how users actually move through your digital properties and where they drop off
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Ad account performance deep-dive to dissect campaign performance beyond surface metrics to identify which creative, audience, and keyword combinations actually drive quality conversions versus those that just cost money
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Competitive intelligence and strategy analysis to identify where competitors are winning market share and reverse-engineering their successful tactics to inform your own acquisition and retention strategies
Typical Insights
Here's a sample of the discoveries I've made for clients:
Car manufacturer They were burning $1 million/month on sending paid traffic to a page with a 99.99% bounce rate. The PPC agency was remunerated as a percentage of spend total spend, marketing celebrated page views and budget spend as mission accomplished and no one had ever thought to interrogate end-to-end campaign performance.
Superannuation fund Their member acquisition reporting (presented right up to the board level) fundamentally broken. The funnel metrics driving their entire digital strategy bore no resemblance to reality, creating a cascade of misguided decisions whilst leadership believed they were operating with data-driven precision.
Telecommunication provider Incomplete funnel tracking obscured the fact that only 2% of online customers were purchasing insurance compared to 47% in-store. The website used branded terminology whilst store staff used plain language. Qualitative research identified the disconnect. A/B testing validated the fix. Result: $10 million in estimated incremental annual revenue.
Ready to get started?
If you've read this far, chances are you recognise your business in the problems I've outlined. The question isn't whether your measurement systems have issues, it's whether you're ready to do something about them.
Let’s discuss we can improve things together.