Analytics work

I help teams understand how people find and use digital experiences, then turn that into changes that grow traffic, engagement and conversion. My work spans web analytics (GA4, Power BI, SQL), SEO and experimentation across higher education, agency and fintech.

+37%

Email click‑through rate from A/B testing at London Business School

+20%

Organic website traffic from SEO optimisation at Hanover

30%

Free‑trial conversion rate from multi‑channel campaigns at SAPI

Case study: Web and email analytics at London Business School

Goal: Improve engagement with alumni communications.

What I did:

  • Built GA4 and Power BI dashboards
  • Analysed user journey on website using GA4 and Mouseflow heatmaps
  • Proposed test-and-learn approach: ran A/B tests on email subject lines, pre-headers, and call to actions.

Impact: 37% uplift in newsletter CTR in one quarter.

Case study: SEO & organic growth at Hanover

Goal: Increase organic visibility and website traffic.

What I did:

  • Optimised blog and site content with on‑page SEO.
  • Analysed organic search performance and user behaviour in GA4.
  • Shared actionable insights with stakeholders.

Impact: 20% increase in organic website traffic across Q3–Q4 2022 and contribution to a 50% overall engagement uplift.

Case study: Conversion‑focused campaigns at SAPI

Goal: Grow free‑trial sign‑ups for a fintech product.

What I did: Planned and executed multi‑channel campaigns across email, site visits, blog and LinkedIn, and iterated based on performance data.

Impact: 30% conversion from lead to free trial.