I work on projects with high demands for data quality, continuity and practical value. I connect measurement strategy, data models and architecture with hands-on delivery. When established approaches are not enough, I build original solutions.
Web analytics is the core of my work. I bring in AI, SEO, engineering, UX, business and legal perspectives when they are needed to understand and solve the actual problem.
What I work on today
I work as a Principal Web Analyst. I design measurement strategy across European projects, define shared best practices, and design and implement analytics for global and technically complex platforms.
My work can begin with business and product objectives, then continue through the data model, implementation documentation and collaboration with engineering to hands-on delivery, data validation and impact evaluation. I do not want to be limited to producing recommendations, nor to implementing a technical specification created without my involvement. I create the most value by connecting both sides.
I then help SEO, PPC, business, UX and CX specialists use the resulting data. I work with legal teams and DPOs on privacy, consent, GDPR and ePrivacy. This often requires translating the same problem between leadership, specialist roles and technical teams without losing its meaning.
Alongside analytics, I work extensively with AI: its impact on companies and the internet ecosystem, practical adoption, measurement, development of new solutions and strategy for a rapidly changing environment.
My path to web analytics
Analytical thinking was part of my work from the beginning. Web analytics did not become my main discipline through one sudden career decision. It gradually became more important with every problem that needed to be understood, measured and solved in practice.
A broad foundation in online marketing
At oXy Online, I worked across analytics, SEO, PPC and account management for e-commerce clients. This gave me a broad understanding of online marketing and e-commerce that I still use when interpreting data today.
At GetFound, I worked on data-informed SEO for large clients. I also became increasingly aware of its methodological limits: a specialist cannot see the exact weighting inside a search algorithm and cannot reliably guarantee some conclusions or outcomes. I was drawn towards areas where the process, data and result could be tested more directly.
From web design to a full analytics specialisation
While helping smaller websites grow, contributing to e-commerce design and working on my first UX questions, analytics again became the way to support decisions with evidence about real user behaviour.
From my time at Zonky, I focused fully on end-to-end web analytics while retaining links to other disciplines. At LMC and later Alma Career, I developed deeper specialisation, worked at greater technical depth and expanded my responsibility to international projects affecting a large part of the European Union.
The broad beginning was not a detour. It helps me understand how technical measurement influences marketing, products, business operations and the decisions made by individual people.
From analytics and SEO to AI and original solutions
I most often develop a new capability when a concrete problem requires it. This is why I have long built my own analytics scripts, methods, measurement approaches and practical tools instead of limiting my work to the features of an existing product.
My first practical experience with machine learning came through data-informed SEO, where I used Word2Vec to categorise and segment approximately 600,000 search phrases. Since the first day ChatGPT became publicly available, I have regularly tested new AI tools, explored their limitations and looked for situations where they can create genuine value.
Today, I prepare AI impact studies for international leadership, analyse changes in search and digital visibility, help companies adopt AI and turn emerging capabilities into strategies, measurement and tools. I do not see AI as a replacement for analytical thinking. It is an amplifier that can accelerate research, analysis and development, but it still requires context, validation and human responsibility for the result.
What matters to me
I see high-quality analytics as an ongoing service, not a one-off tool configuration. Data needs to be defensible, understandable and useful. Measurement has to evolve together with the product and the people who make decisions with it.
My work is particularly guided by these principles:
- start with the real problem, not a preferred tool,
- validate important conclusions using multiple sources,
- communicate material limitations, uncertainty and errors openly,
- connect strategy with hands-on delivery,
- assess a solution in long-term operation, not only at handover,
- communicate directly while treating people with respect,
- improve at least a small part of the process or outcome every day.
When I make a mistake, I consider it my responsibility to acknowledge it, correct the consequences where possible and change the process so that it is less likely to happen again. Long-term trust matters more to me than a short-term impression without a solid foundation.
Ethics in practice
I will not deliberately manipulate data or support deception, unlawful conduct or the exploitation of people. I protect confidential information and consider privacy, proportionality and possible consequences when working with data and AI.
The complete commitments are published separately so that they remain specific, easy to find and equivalent in Czech and English.
Sharing knowledge and supporting the professional community
I have maintained my own website for more than fourteen years and have published professional content on social platforms consistently for approximately twelve years. I help people in Czech web analytics and SEO communities, write practical articles, share new approaches and speak at MeasureCamp events.
Sharing is not only a way to be visible. Knowledge creates value when it helps someone else understand, solve or improve something. This is why I also publish dead ends, limitations and corrections when tools or the available evidence change.
Supporting the community also means recommending another analyst when that person is a better fit for a particular project. I do not see expertise as a competition to personally solve everything.
Public evidence of my work
A large international platform migration
I designed and delivered the complete analytics workstream for a large international platform migration, from measurement strategy and the data model through documentation and collaboration with engineering teams to implementation and evaluation. The result was a smooth transition that preserved data continuity, traffic and business operations.
This case represents the kind of work I find most meaningful: a complex problem with long-term consequences, professional responsibility combined with hands-on delivery, and an outcome that has to work in real operation.
Articles and public work
My article archive shows how my work has evolved from web analytics and SEO towards AI measurement, technical research and practical development. It includes guides, original experiments, analyses of unusual problems and articles that openly state when an earlier solution has become obsolete.
Public professional profiles
On LinkedIn, I share shorter professional observations, ongoing experiments and links to new work.
There is also life outside data models
Most of this website is professional because analytics, AI and technology occupy a substantial part of my time and attention. Some of my best thinking, however, happens on long walks while listening to podcasts and audiobooks. I also read extensively, with a particular fondness for Terry Pratchett and good science fiction.
I enjoy cooking and repeatedly improving a dish until I am happy with the result. I like Italian and Asian food, make pizza from scratch and bake bread. I live in Prague, a city I genuinely enjoy, while also trying to leave my comfort zone regularly, including travelling to professional events abroad.
Technology remains part of my life away from client work. I experiment with virtual reality and keep looking for ways to improve sleep and everyday functioning. Not every optimisation needs Google Tag Manager.
I also spent a great deal of time playing World of Warcraft. I was the guild master of a PvE guild with approximately 250 members, and together we achieved some of the first boss kills on our server. It is both a generational signal and an early practical education in coordinating people, assigning roles, preparation and working towards a shared objective, only without leadership presentations at the time.
I occasionally write more personally, reflect on the previous year, share experiences from travelling or cover subjects with no direct connection to analytics. These articles help people picture the person behind the professional work.
Personal articles remain part of the long-term archive. They are a reminder that there are always people behind measurement, systems and decisions, and that not everything useful has to end up in a dashboard.
Where to continue
How I work
A detailed explanation of my process from understanding a problem and validating the evidence to prioritisation, delivery and further improvement.
Services
The types of problems and projects for which my involvement is a good fit, including the boundaries of my offer and international engagement terms.
Contact
Contact and business details are available on a separate page.