DATA, TECH, ANALYTICS & MEASUREMENT

CDP Planning

The success of a CDP comes down to the planning

Killer Chart to tell a powerful story

If there is one chart to tell a story it’s this one

Purchase behaviour

Compared BFCM to a Friday to Monday and the purchase behaviours

Understanding retention for discounted members

80% of customers who used a promo code only purchased once. What came on the back of this analysis is that the whole unit economics and customer journey required a revamp

BFCM Strategy

How to be not so reliant on BFCM

Conversation with an E-Commerce brand about measurement

Had a chat with an E-commerce brand in how to navigate their measurement challenges

Share of Search is your brand health indicator

Share of search was used to show how an over investment into performance was killing interest in the brand

Planning data and tech ecosystems

The different approaches for large and small business in planning there data and tech ecosystems

Does the strategy drive the data or does data drive the strategy

Worked with an SME to help them better understand there data and tech but they were left with more questions than answers

Strategy is only as good as the implementation

Cost was the ultimate winner

Questions brands need to consider when looking at Econometric Modelling

3 key questions that brands need to think about before committing to Econometric modelling

Driving growth by being smart 

Driving growth without paid media is possible in the yearly years of a start-up just need to be smart

The key differences between MMM v MTA

MMM is the future of measurement but MTA still comes up in conversation so I have shared the key differences between the two

Building the right architecture for your martech stack

Working with a retail focused brand where digital and e-commerce became bigger pie of the business model in 2020 had to re-build their martech stack. The context is the brand did not own the .com domain so the architecture had to be built around country domains

MMM WhatsApp Chit Chat

Bit of a chit chat with a client about MMM

Dishoom & Data Chat

Business cards are a winner. All about mental and physical availability

Double dose of Dishoom & Dishoom Date with an old client

Double Dose of Dishoom Edinburgh & London Covent Garden

Data project from meeting at Two Boots Pizza in New York

Worked on a project in auditing an e-com data and tech ecosystem

Developing a data & technology ecosystem

I was working on developing a data & technology stack for an E-commerce retailer. With all the changes in the world business needs to develop their own ecosystem that matches their business needs and requirements. As great as GAFA is and they will still play a big role but there is a bigger drive now to own data, better understand the customer and this requires breaking away from the ecosystem that you currently have.

CDP RFI / RFP Framework  

When looking for a CDP vendor there are 3 main areas that needs to be the focal point: Data Management, Audience Management and Analytics & Reporting

STRATEGY

How much do brands spend on Marketing and Martech

Picked a few select brands that launched post 2000 to look at how much they spend on marketing and in turn martech and measurement

Marketing should own forecasting

Can help build trust between marketing and finance

How Marketing Performance is reviewed by the business

Streamlining the process to better measure marketing performance

Understanding the revenue story

The cause and affect behind business performance changes

How Starbucks could plug the gap and create a we-work model

Starbucks could capitalise on a gap in market with the new ways of working

Understanding the new cricket format Hundred through a marketing lens

Trying to make sense of the hundred through a marketing lens

Liverpool FC Digital Strategy 

Being a Liverpool fan i am probably a bit biased but how the club has been transformed on and off the pitch has been remarkable supported by a digital & content strategy which has been phenomenal

The changing landscape of streaming and cinema

Still believe cinema and DVD’s still have a place in a streaming dominated world

MY STEP COUNT (APPLE WATCH)

My step count for 3 years of solo consultancy

Breakdown of my 8.1m steps in 3 years of solo consultancy

Cutting and Slicing 5 years of step data

13.6m steps in 5 years

Forecasting my step count

2% difference between actual step count v forecasted step count

How Stretching has helped my fitness

Analysing 40 months of data pre and post my stretching

My Step Count from 2021 to 2024

From 2021 to 2024 I have walked 11m steps

SPORTS ANALYTICS

Building the GOAT INDEX for test batsmen

My first entry into sport analytics and into test cricket batting performance

GOOGLE ECOYSYSTEM

Server Side Google Tag Manager testing

I had a test of getting server side GTM live for http://gtmrecipecontainers.com/ and I have shared the process below in a thread

Google Tag Manager Containers

Having worked on a good number of audits and migrations around Google Tag Manager i was shocked to see the state of them so i decided to build out GTM containers around multi platforms that can be used by anyone.

http://gtmrecipecontainers.com/

Google Analytics hard-coded v implementation via GTM

Working with a client who had hard-coded implementation of marketing tags and Google Analytics was their primary source of truth. When implemented GA via GTM there were differences v hard-coded GA of 30% in revenue numbers reported.

Google Analytics 4 for E-commerce Business

With the launch of Google Analytics 4 I have shared 5 key areas how E-commerce business can benefit from the new changes

Having the right analytics infrastructure

Having a staging environment that is separate from the development environment ensures a high level of quality data

Google Tag Manager Page load testing

I worked with an SME e-commerce business where we did some testing around page load times. 6 tests over 6 different weeks.

Mini Google Analytics and Google Tag Manager case study

A mini thread on evolving an e-commerce business analytics

REDUNDANCY

Ramblings from my redundancy

392 days of redundancy I shared my journey

The numbers looking for a job in a pandemic

Thought it would be interesting to look at the funnel for my job applications in 2021 while the world was upside down

E-COMMERCE JEWELLERY START-UP

Jewellery E-commerce Start-Up

6 year journey for a Jewellery E-Commerce Start-Up

The impact of no paid media in Jan 2025

For a Jewellery E-commerce the impact of running no paid media in Jan 2025 for 6 weeks was a positive

Cash Conversion Cycle the positive with no paid media in Jan 2026

For a Jewellery E-commerce the impact of running no paid media in Jan 2026 was a positive when looking at it from the lens of cash conversion cycle

Pricing is the route to better margins

Increase in prices 3+ years ago ranging from 100% upto 350%

Product Launch

The journey of a product launch

RANDOM RAMBLINGS

Invested 3 hours to watch the Acquired Starbucks Podcast

Highly recommend the podcast, great chat and insights

Summary of my 3 years of solo consultancy

Looking back at 3 years of solo consultancy

2024 LinkedIn UnWrapped

My 2024 LinkedIn journey

Instagram algorithm absolutely nailed i

How a single frame can tell a story

Apple Ecosystem

I am now fully sold into the Apple Ecosystem

The Business Model for E-Com Coffee Shops

It’s a $250+ billion global category

6 years of blogging and sharing articles

56 articles and 64K words in 6 years

Stats for my 125 Dishoom visits

Breakdown of my 125 Dishoom visits

Dishoom 100 not out

For those who know I am a big Dishoom fan and have tracked my visits using the Swarm app

The cinema experience

Still believe Netflix acquiring a cinema would be a great business deal

The changing behaviours for gym + fitness

How changing behaviours are impacting gyms

My DVD Collection on Big Query

Organised my DVD Collection on Big Query which is available to query

Photoshoot for podcast

My first adventure into podcasts as a photographer

New Business

The 6 month journey to kick of one of the most exciting data projects I have worked on

The Growth of the IPL 

The growth of the IPL now in it’s 17th season is at a scale now every brand would want to be part of the IPL

Streaming War Fight

The streaming war fight is only going one way

Thank You Email for Big Query code 

9th January 2024 I received a lovely email how big query code had become a goldmine

Campaign Photoshoot

Insights from my first campaign photoshoot

I was too expensive

For a business who outsource majority of there business to India i was deemed to expensive even when i was sold in as 2 days per week

Thank You Email for Resources  

4nd January 2023 I received a lovely email how my resources have come into use

DVD Collection Data Studio Dashboard

Sharing the richness of my DVD Collection

ICC Content Sharing Strategy

ICC are not utilising YouTube

Better way understand Attribution

Got bit bored of using the football analogy when talking about attribution so looked so looked at a model in how it works in the dating world / looking for a life partner

My marketing data and tech ecosystem article is top of the Google searches

My article is ahead of McKinsey and Marketing Tech News

Thank You Email for Datalayer Framework   

Sunday 2nd January 2022 I received a lovely email how my datalayer framework helped

Being the geek I am also looked at some numbers to see the impact of my organic social post. The impact was huge

Thank You Email for GTM Containers   

End of 2020 I received a lovely email how my GTM Containers have helped

My A in the Mini MBA in Marketing 

I got my first ever A in any form of education