Analytics & Data

Most businesses are drowning in data but starving for insight. Between Search Console, Discover, News, newsletters, push notifications and social metrics, it’s easy to collect numbers but hard to know which ones actually matter.

I help publishing and content teams make sense of their analytics — building dashboards, tracking performance, and uncovering the signals that drive visibility and growth, especially when it comes to high-intent audiences.

Why Data Matters More Than Ever

In a landscape where Google, social, and AI platforms constantly evolve, data is your compass. But raw metrics don’t create progress — clear interpretation does.

I focus on helping you see what’s really happening, so you can make confident editorial and commercial decisions. Whether you’re tracking Discover volatility, measuring engagement, or identifying high-performing entities, I help you turn data into direction.

What I Offer

Performance Dashboards (Looker Studio)

Custom dashboards that combine Search Console, Discover, and News data for a complete, real-time view of performance.
Each dashboard is built around your goals — from visibility and engagement to conversion tracking — so you can make faster, data-led decisions.

Search & Discover Analysis

Granular reporting that highlights what’s driving visibility and where you’re losing traction. I analyse keyword, entity, and topic-level performance to identify opportunities and uncover unseen risks.

Competitor & Market Analysis

Understanding your own data is only half the picture. I analyse competitor performance across search visibility, content strategy, and topic authority to reveal where your brand can win.

Using tools such as SEMrush, Ahrefs, and Advanced Web Ranking, I benchmark performance against key competitors, track emerging entities and keywords, and highlight the opportunities your competitors are missing.

These insights feed directly into your editorial planning and SEO strategy, helping you focus your efforts where they deliver the greatest return.

Custom Reporting & Automation

Weekly site health reports, automated keyword tracking, and tailored dashboards built using a mix of proprietary tools and trusted third-party platforms. You’ll get the insights you need, when you need them — no waiting for the next big audit.

GA4 & BigQuery Collaboration

For advanced analytics setup and troubleshooting, I work with a long-term collaborator who specialises in GA4 and BigQuery integration. Together, we provide full support — from data collection and storage to actionable insight.

Conversion & Engagement Tracking

I help you measure what matters — whether that’s conversions, user journeys, or engagement metrics — using GA4 or third-party tools like Marfeel and similar platforms.

High-Intent Audience Tracking

Not all traffic is equal. I help businesses identify and measure high-intent audiences — the visitors most likely to take valuable actions such as attending events, purchasing paid subscriptions, clicking affiliate links, or driving commercial interest for B2B advertisers.

Using analytics platforms like GA4, Marfeel and Looker Studio — along with my own custom tracking workflows — I help build dashboards that surface audience intent, behaviour, and conversion potential.

For publishers, this means distinguishing between casual readers and engaged, monetisable users. For B2B or commercial teams, it means isolating the audiences advertisers actually want — the people who research deeply, convert at higher rates, and return repeatedly. For commercial sites it means generating new audience leads. 

These insights feed directly into editorial, product, and sales strategies, helping you grow not just reach, but meaningful revenue.

Data-Informed Planning

The real value of analytics comes from action. I use performance data to shape editorial plans, audience growth strategies, and commercial decisions — connecting insights directly to outcomes.

Tools & Technology

I work with a proven mix of industry and proprietary tools:

I’ve also developed proprietary tools that surface hidden patterns in content and audience performance — providing deeper context than standard analytics can.

My Approach

Data only matters if you know what to do with it. I don’t just deliver dashboards — I help you understand what they mean and how to act on them.

My goal is to help you act on insights and give you the tools and knowledge to do this yourself long term.

You’ll gain clarity, not dependency — a sustainable system that empowers your team to make smarter, faster decisions backed by evidence.

Collaboration & Expertise

Analytics shouldn’t exist in isolation. I collaborate with technical and data specialists to ensure every project benefits from both strategic context and deep technical accuracy. This approach allows me to deliver end-to-end analytics support — from setup to interpretation to action.

Tell us about your project

Let us help you get your business online and grow it with passion