Selected work
Pick an organisation to see what I did.
EMEA marketing analytics, 2021 to 2023
Invesco
- Challenge
- Campaigns across EMEA were measured in different ways.
- What I did
- Built a measurement framework, a tracking system and dashboards, and trained teams to use them.
- Outcome
- One consistent way to plan, track and review campaigns.
Illustration, not real data.
Global campaign analytics, 2020 to 2021
AVEVA
- Challenge
- No clear view of which campaigns created pipeline.
- What I did
- Joined web, marketing and CRM data to follow leads from first visit to opportunity.
- Outcome
- Clearer focus on the assets and channels that worked.
Illustration, not real data.
Group marketing performance, 2017 to 2020
Hyve Group and ITE Group
- Challenge
- Each country reported results differently.
- What I did
- Created a monthly board report, shared lead definitions and a CRM lead process across five markets.
- Outcome
- One view of leads and revenue across the group.
Illustration, not real data.
QuickBooks UK performance marketing, 2024
Intuit
- Challenge
- Leads were growing, but which ones became customers?
- What I did
- Reviewed direct mail and a year of lead sources against sign-ups and cost.
- Outcome
- Evidence on which channels brought in new customers.
Illustration, not real data.
What I've built before
- 01
Campaign measurement framework
KPIs and templates for every campaign.
- 02
Tracking taxonomy and training
One naming system, used by every team.
- 03
Campaign review scorecards
Results against targets, with next steps.
- 04
Campaign and content analysis
From first visit to pipeline.
- 05
Analytics training for marketers
How to read and use the numbers.
- 06
Board-level performance reporting
A monthly view for the board.
- 07
Lead definitions and CRM process
Clear lead types, queues and scoring.
- 08
Lead source and attribution analysis
Which channels create customers.
Former employers, not clients. No confidential detail. None of them endorses this consultancy.
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