Web analytics for complex, high-demand projects

I help organisations solve difficult measurement problems where deploying another tool or producing another report is not enough. I connect measurement strategy, data models and implementation architecture with hands-on delivery, so that the resulting data remains useful as the organisation, product and technology evolve.

Web analytics is the core of my work. I bring in AI, SEO, engineering, UX, business and legal perspectives when they are necessary to understand and solve the actual problem.

When working together makes sense

An engagement is likely to be a good fit when:

• measurement is important for decision-making and must remain trustworthy over time,
• the organisation is going through a major change, migration or period of growth,
• the problem spans several teams, systems, markets or areas of expertise,
• established tools and standard approaches are no longer sufficient,
• the goal is not merely to collect data, but to use it and continuously improve it.

The size of the organisation is not the deciding factor. What matters is the quality and importance of the problem, a genuine willingness to work with data and enough room to turn a solution into practice.

Web analytics from strategy to delivery

Depending on the project, I can take responsibility for an analytics problem from the initial investigation to a working solution. This may include:

• measurement strategy connected to product and business objectives,
• data models and implementation architecture,
• audits of data quality and trustworthiness,
• collaboration with engineering, marketing, leadership and other stakeholders,
• hands-on implementation, testing and evaluation,
• the long-term development of measurement and the organisation’s ability to use data.

This is not a one-off “analytics setup”. Good measurement changes alongside the product, technology, regulation and the needs of the people who make decisions with the data.

Expertise brought into the wider engagement

Where relevant, an analytics engagement may also involve:

• measuring AI systems, bot traffic and visibility in AI-driven environments,
• practical use of AI in analysis, research and the development of new solutions,
• technical SEO and other aspects of digital visibility,
• online marketing, UX, business and legal requirements,
• original scripts, automation, methods and tools,
• training and capability development for the people who work with the data.

I do not offer SEO, online marketing or general training as standalone services. I use them as part of a broader web analytics engagement when they contribute to solving the client’s problem.

Experience at a glance

I have worked in web and e-commerce analytics since 2012. My work spans strategy and data models, implementation, data quality, reporting and the development of the people who use the data.

• Since 2012: Google Analytics, e-commerce analytics and Google Tag Manager.
• GA4 since 2019: measurement design and implementation for projects ranging from small MVPs to large international websites, including GA4 360.
• AI since 2014: hands-on experiments with machine learning and AI in analytics, automation and data work.
• 100+ talks and workshops: more than 35 MeasureCamp events across Europe, alongside events such as Marketing Festival, SEO Restart and Barcamp. I have repeatedly won best-talk awards at MeasureCamp.

Selected projects

I have worked on projects for LMC / Alma Career, including Jobs.cz, Prace.cz and Seduo.cz, Škoda Auto, Zonky, HoppyGo, AAA Auto, OxyShop, Creative Dock, Optimics, and other startups, e-commerce businesses, agencies and large corporations.

International collaboration

I already work with international clients on projects spanning multiple European markets. I am used to working across organisations, disciplines and locations, with English as a normal part of day-to-day communication.

Most collaboration can be handled remotely. When the project benefits from working together in person, I can also travel abroad to join the client’s team on site.

What I generally do not offer

My work is not suited to every type of assignment. I generally do not take on:

• standalone SEO or online marketing management,
• generic training without a connection to an analytics engagement,
• routine basic implementations that do not require a wider solution,
• reporting or data collection with no intention to use the results,
• work where the expected outcome is simply to confirm a conclusion chosen in advance.

When a meaningful project would be better served by another specialist, I may be able to recommend an analyst whose work I know.

How an engagement works

1. I first need to understand the problem, its history, the current situation and the desired outcome.
2. I examine the available data and speak with the people who create or use the system.
3. We clarify the mandate, responsibilities, priorities and resources required.
4. I propose an approach based on value, feasibility and organisational dependencies.
5. Where useful, I remain involved from strategy and implementation through evaluation and further improvement.

Collaboration needs to be open, voluntary and valuable to both sides. I can make a clear recommendation and explain its consequences, but lasting change requires the commitment and decisions of the people responsible for the area.

Learn more about how I work

Recommendations from colleagues

Full recommendations are also available on my LinkedIn profile.

Ethics and trust

Truthful data, protection of confidential information and respect for people are part of good analytics, not an addition to a commercial proposal. I do not work on projects based on manipulation, deception or the exploitation of people.

Code of Ethics

Contact

If you are considering a complex analytics project and believe this approach may be a good fit, send me a short description of the situation, the outcome you need and the people or systems involved.