Data & Analytics specialist for useful insights

What is Data & Analytics?

For me, Data & Analytics means insight you can actually use. A dashboard is only useful if it helps you understand what is happening. I connect data collection with the questions that marketing, management or finance need to answer. The aim is not more numbers for their own sake, but information that supports a conversation and helps inform decisions.

As a freelance specialist, I help with tracking, dashboards and connecting data points. My experience ranges from website marketing data to financial and administrative processes. That combination interests me: how do you turn scattered information into something understandable for the people working with it? The technical setup matters, but so does the usefulness of the result for its intended audience.

What I do in practice

My experience includes setting up tracking and tagging correctly, creating GA4 properties and bringing insights together in Looker Studio. For website data, the measurement setup is an important starting point. Without understanding what is being recorded, a report can look convincing while leaving you unsure whether it actually answers the question you needed it to address.

I also connect data points through API integrations and trigger-based JavaScript scripts. For financial processes, I have created user-friendly, fault-tolerant spreadsheets and automated administrative calculations. I bring that experience to situations where information is transferred manually or several people need to work with the same data. Automation is a means to an end, not a reason to make a process unnecessarily complicated.

My work also includes reporting automation and dashboards. I want insights to be accessible to the person making a decision, not just the person collecting the data. That makes the intended audience part of the discussion about a report's content. A marketing question does not automatically call for the same overview as a financial or organisational question.

Tools and channels

I use tools that appear in my assignments: Google Analytics, GA4, Google Tag Manager and Looker Studio. I also have experience with JavaScript, API integrations and spreadsheets. I do not favour a complicated solution simply because it is technically interesting; the information needs to remain useful. For campaigns, this work connects with SEA and Google Ads.

At Ansell, I helped prepare the transition from Universal Analytics to GA4 and co-created a data warehousing plan. I was also involved in a global cookie solution using OneTrust. This illustrates how measurement questions can relate to a wider technical environment. I prefer discussing that relationship explicitly rather than treating a dashboard as a standalone deliverable without any surrounding context.

Who I work with

I help marketing teams seeking clarity in website or campaign data, but my experience extends beyond marketing. At Sales Marketing Group, I connected data points for management, finance and network members. I therefore understand questions about financial performance and administrative processes too. The person using the data matters more to me than the amount of information displayed on the screen.

Do you have multiple websites or different groups needing insights? My experience bringing data together is relevant to those situations. For questions about organic visibility, I can connect this work with SEO. If the choice of channels itself is still being discussed, my strategy service is relevant to that conversation as well.

Experience and examples

At Ansell, I worked as Digital Analytics & SEO Manager interim. I supported ongoing marketing intelligence data collection and integrated Looker Studio dashboards. I also took the lead in preparing the GA4 transition. Read more about Ansell in my CV.

At IVC Evidensia, I was Digital Marketing Manager interim. I made Google Analytics data from over 300 websites accessible in Looker Studio, implemented tagging and set up cross-domain tracking with internal booking systems. See the IVC Evidensia assignment.

At Sales Marketing Group, I work as Data & AI Automation Specialist freelance. I connected data points through API integrations and JavaScript scripts and developed the Succesmeter: a gamified dashboard with badges and insights including financial performance. Read more about Sales Marketing Group.

Frequently asked questions

Can you bring data from multiple websites together?

Yes. At IVC Evidensia, I made Google Analytics data from over 300 websites accessible in a new Looker Studio environment.

Do you have experience with GA4 and tracking?

Yes. At Ansell, I prepared the transition to GA4. At IVC Evidensia, I worked on tagging, GA4 properties and cross-domain tracking with internal booking systems.

Do you help with data outside marketing too?

Yes. For Sales Marketing Group, I automated administrative calculations and connected data points for management, finance and network members through API integrations, JavaScript scripts and spreadsheets.

Would you like to discuss what your organisation needs? Contact me and tell me where you want to make progress. I will help you connect the question behind your request with a practical next step.