Project examples for teams that need stronger analytics and reporting capability.

A full measurement review across product pages, checkout events, lead/purchase actions and paid media conversion flows. The work focused on GA4 event structure, GTM governance, consent-aware measurement and platform validation across Google Ads and Meta.

• Sector: Ecommerce / DTC
• Focus: Purchase journey, attribution, conversion quality
• Output: Tracking roadmap, validated GA4 events, conversion QA checklist

Marketing, CRM and sales pipeline data were designed into a central reporting layer. The objective was to reduce manual reporting and show traffic, leads, MQLs, SQLs, pipeline value and channel efficiency in one client-ready view.

• Sector: B2B / Lead generation
• Focus: GA4, CRM, paid media and pipeline reporting
• Output: BigQuery/Looker reporting model, executive summaries, reporting QA process

A budget monitoring framework designed to track monthly spend, campaign pacing, overspend risk and under-delivery across Google, Meta and LinkedIn campaigns before client reporting deadlines.

• Sector: Digital agency / Paid media
• Focus: Budget control, pacing and account governance
• Output: Spend pacing dashboard, overspend alerts, weekly performance snapshots

GA4 behaviour, CRM lifecycle data, ad spend and subscription revenue were mapped together to understand which channels created activated and retained customers. The model connected acquisition source, landing page, signup, onboarding, MRR and churn signals.

• Sector: SaaS / B2B
• Focus: Acquisition quality, activation, LTV and CAC payback
• Output: Customer journey model, channel quality dashboard, growth intelligence layer

A retention intelligence framework built by combining CRM lifecycle stages, product usage events, GA4 engagement behaviour, support signals and payment status. The goal was to identify early churn indicators and create customer health scoring for lifecycle teams.

• Sector: Subscription / SaaS
• Focus: Churn risk, retention scoring, lifecycle actions
• Output: Risk segments, cohort analysis, retention dashboard, recommended CRM actions

A practical AI-assisted reporting layer designed to summarise movement in revenue, CAC, conversion rate, activation, retention and campaign performance. The system highlighted KPI anomalies, risks and suggested next actions based on clean reporting data.

• Sector: Growth-stage business
• Focus: Executive visibility and decision speed
• Output: KPI monitoring, anomaly detection, weekly insight summaries, revenue risk alerts

Paid media, SEO landing pages, CRM campaigns and revenue outcomes were compared to understand where budget created real customer value. The approach moved reporting beyond platform ROAS and focused on retained revenue and segment-level quality.

• Sector: Ecommerce / Subscription
• Focus: Budget allocation, retained revenue, channel quality
• Output: Budget intelligence dashboard, channel contribution view, optimisation recommendations

A lightweight marketing mix and contribution analysis to evaluate paid search, paid social, organic search, email and direct traffic performance. The model supported budget planning and channel saturation discussions without overcomplicating the client reporting process.

• Sector: Multi-channel ecommerce
• Focus: MMM-lite, incrementality signals, budget allocation
• Output: Channel contribution analysis, spend efficiency model, quarterly budget recommendations