Fractional Digital Analytics Leader
Understanding your customers through the language of digital data
There is a gap in most organisations between the digital data they collect and the business impact they know it should be delivering. I can help.
The dashboards exist. The reports get built. And yet decisions still get made on gut instinct, with numbers bolted on afterwards to justify them.
This is not a data problem. It is not a technology problem. It is a thinking problem — organisations have learned to collect data and build data products but missed the critical step of learning the purpose of data.
A different approach
My focus is on people and outcomes, not data for data’s sake. Digital data is the language I use to understand and describe human behaviour — the decisions real people make when they interact with your digital properties. The goal is never more data or better dashboards. It is getting your leadership, marketers and product teams to think differently about your customers, to understand their behaviour, and to incorporate that understanding into the actions they take every day.
The difference between a one-off project and lasting change is habit. My work is not just about showing what is possible — it is about installing the thinking habits that make better decisions the default, not the exception.
How it works
I work as a fractional Digital Analytics leader — embedded within your business over time, working directly with your leadership team, creating and following through on a plan built around your specific needs and context. Accountable for outcomes rather than recommendations.
The engagement will start as two days a week for the first 1 – 3 months, before reducing down to one day a week. That initial period is used to build the foundations properly — a thorough review of where you are, a clear plan for where you need to get to, with an eye out for quick wins that demonstrate the value of getting there. From that point, I am there to ensure the plan gets followed and has the desired impact.
The work spans the full leadership remit: Digital Analytics strategy, mentoring your analytics team, defining how data is used across the business, and developing the quality of thinking at every level — from your analysts to your C-suite.
Who I work with
Like Goldilocks, not every option is the right fit — and for this engagement to deliver strong results, it needs to be right on both sides.
Your organisation has a significant digital presence where digital channels are central to the business. You are making a serious investment in Digital Analytics, but the digital leadership needs to remain accessible — I work directly with the people who own the digital agenda, not as a Digital Analytics support resource.
Ecommerce is the obvious sector given the expected financial impact, but that is not a limitation — I have worked with organisations across most sectors. Being based in Amsterdam means I can be a regular in your office. Within two hours by plane, expect me once a month. Further afield, I can provide the same support remotely.
Is this for you?
You have invested in digital data. You have the tools, the people, and probably more dashboards than anyone reads. But there is a gap between that investment and the expected impact on business performance — and it is not closing on its own.
If you are ready to think differently about how your organisation uses digital data, get in touch.
