Data and analytics icon

Data and analytics

Our digital analytics team brings the quantitative data perspective to our project insights across each of the phases of delivery. Setting a measurement framework early ensures that your digital asset performs to its best – and having the numbers readily available helps prove the case for continued investment.

Data analytics is all about starting with the end in mind. It involves setting long-term goals and success metrics for your digital investment and then working backwards to isolate the key behaviours and interactions to be tracked, measured and optimised.

Our data and analytics specialists follow this process: 

  • Benchmarking a point in time, setting KPIs that ladder up to the overall business objectives and then implementing the necessary tracking throughout the digital experience.
  • Breaking your website down into key areas to help understand the levers that can be pulled to improve overall performance.
  • Using data to guide decisions. This means you should have data attached to each interaction in the short, medium and long term. 
  • Using data effectively. It’s not just about metrics but how you split those metrics up, by location, by user type, and by a device, that really helps you identify actionable insights.
  • Generating actionable insights. There is no sense in reporting if there is nothing you are going to do about it. All reports should have a ‘Why should I care?’, or ‘What can be done about it?’ component. Numbers in silos only tell part of the story.

How we do it

Storytelling combined with data is a key way to get business cases approved, stakeholders aligned and everyone on the same page about why what they are doing is important to the business. At our data consultants regularly provide the following services.

Google Analytics audit

 If you can’t trust your data, you won’t use it to find insights. Auditing your current set-up allows you to have confidence that you are collecting data correctly and effectively. Undertaking this work early means you also have the opportunity to correct errors on your existing website until the new one is live, ensuring great YoY data is available.

Measurement strategies

A clear strategy that aligns to business goals ensures you get the answers to the questions you have on how people use your digital assets. A measurement strategy gets to the heart of what is important to your organisation and helps delve deeper into the ‘why’ users behave the way they do.

Tracking implementation

Once you know what is important you need to put tracking in place to measure it. This could be done through Google Tag Manager for websites, through SDKs for apps or through measurement protocol to track more complex set-ups like Point of Sale systems.

Automated dashboards

Automate time-consuming regular tasks with automated dashboards. Our Google Analytics consultants work with you to report on what will help you find meaningful insights and take out the monotony of weekly or monthly reports and focus on the insights themselves.

Deep dive analysis

When there are burning questions that can only be answered by getting deep into the data, we review your aggregate data to identify trends, patterns and answer these questions. That could be abandonment, personalisation, session behaviours and device nuances. 

AB testing

The easiest way to know the impact of a change is to test it. Our data and analytics specialists can work with you to create an AB testing strategy that focuses on key metrics you want to improve, implement these tests, and analyse the results. 


Visitors respond better to a one-to-one conversation. Once you know who your users are and what is driving them to convert on your site, we can set up personalised experiences that show you understand their needs and are there to solve their problems. 

Useful links

Check out the handy resources below for downloadable guides, checklists and templates to help you achieve your digital goals.

An image of a digital device with logos of various apps overlaid

8 min read

How to choose the right CMS

You’ve decided you need a new Content Management System – but where do you start in deciding which one to go with? Here, we distill our learnings over the past two decades of advising clients on choosing digital platforms. We’ve even included a downloadable comparison matrix for you to rank contending CMS or DXP options.

Adam Griffith
Adam Griffith

29 July 2022

8 minute read

Toolbox with a number of digital apps and tools inside

9 min read

Building a martech stack

Selecting a martech stack can be overwhelming. The right mix of products can be the make or break of an organisation’s digital strategy. Here, we share our insights and tips from many years of assisting clients with this daunting task. We also include our downloadable Martech Audit Matrix for you to audit your existing stack.

Adam Griffith
Adam Griffith

29 March 2022

9 minute read

Digital Roadmap

6 min read

How to create a digital strategy roadmap

A good strategic roadmap not only outlines what you want to achieve with your digital strategy, but sets out the detail of how you're going to get there. Here we provide guidance on how to do it, along with a downloadable Digital Roadmap Toolkit.

Liam Thomas
Liam Thomas

01 February 2019

6 minute read

Laptop screen showing Google analytics page with coffee cup in the background

5 min read

How to perform a website audit

Conducting a website audit sounds like a really big, scary, time-consuming chore, but it doesn’t have to be. We’ve simplified the task for you with six key areas to assess – along with a downloadable checklist full of useful questions, tips and tools.

Adam Griffith
Adam Griffith

20 April 2018

5 minute read

Brief Digital Agency

6 min read

How to brief a digital agency

Whether you’re briefing your existing agency or inviting new agencies to respond to a request for proposal, there are certain ‘rules of the game’ that will help you drive the best possible result. This blog post features a downloadable digital agency briefing template to help you get off on the right foot.

Liam Thomas
Liam Thomas

24 February 2017

6 minute read

Image of a statue head with microservices icons coming out of it

Everything you need to know if you're considering migrating your website from a traditional CMS to a headless CMS.

Cartoon-style image of a woman interacting with a product interface

A Guide to Digital Product Design

Everything you need to know if you're considering developing and launching a digital product.

Content Audit

5 min read

Why conducting a content audit is essential

Performing a content audit is a crucial step in optimising a website's performance. It can help identify outdated or irrelevant content, identify content gaps, improve SEO efforts, enhance user experience, and save time and resources.

Victoria Whatmore
Victoria Whatmore

31 July 2023

5 minute read

Want to know more?

We have a whole team of experts who would love to talk to you.

Get in touch