Agree valuable events, customer stages and reporting audiences.
DATA ANALYTICS + MEASUREMENT
Build measurement people can use.
Create dependable tracking, clear definitions and reporting connected to business decisions. Bring web, media and customer data into a measurement model your team understands.
START A PROJECTGet the important question clear.
Dashboards become less useful when each team counts a different version of success. We start with the decisions, agree definitions and inspect the collection process before adding more visualisations.
FIELD NOTE 29 / Data Analytics + MeasurementDashboards become less useful when each team counts a different version of success.
02 / WHAT CAN BELONG IN THE SCOPESpecialist depth.
Specialist depth.
Connected delivery.
These capabilities sit within Data Analytics + Measurement. We choose the combination that addresses your brief; the engagement is not a requirement to buy every item.
- Analytics
- Data Analytics
- Measurement Strategy
- Attribution
- Dashboarding
- Tag Management
- Tracking
- Conversion Tracking
- Data Integration
03 / THE WORK, IN PRACTICEFrom a clear brief
From a clear brief
to useful delivery.
Plan tags, event structures and integrations with appropriate consent and access controls.
Build views around recurring decisions and named owners.
Define the decision model
Agree valuable events, customer stages and reporting audiences. Document what each measure means, where it comes from and its known limitations.
Implement and validate
Plan tags, event structures and integrations with appropriate consent and access controls. Test duplicate events, missing values and important customer journeys.
Make reporting actionable
Build views around recurring decisions and named owners. Connect anomalies to an investigation process so the dashboard leads to useful action.
Evidence for
the next decision.
Agree the baseline, definitions and review cadence before delivery. The right measures follow the business problem and the data available—not a standard dashboard.
- 01Data completeness and accuracy
- 02Trusted conversion definitions
- 03Decision usefulness
Attribution cannot observe every influence on a purchase. Privacy choices, platform limits and missing data are reflected in how findings are presented.
Bring the context.
We’ll help shape the brief.
Who it is for
Digital leaders, product teams and analytics owners who need a focused Data Analytics + Measurement programme and a clear connection to the wider business.
What helps us begin
Analytics and tag-manager access, event definitions, consent setup, data sources and reporting needs.
What we agree together
Deliverables, responsibilities, access, approvals, costs and a realistic review rhythm. We identify dependencies before committing to implementation.
06 / GOOD QUESTIONSBefore
Before
the next step.
What should a Data Analytics + Measurement engagement solve first?
We begin with the constraint described in your brief, not a standard channel checklist. The first decision is usually whether to define the decision model and what evidence would justify the next step.
Which Data Analytics + Measurement capabilities can belong in scope?
Relevant capabilities include Analytics, Data Analytics, Measurement Strategy, Attribution, Dashboarding. We select only the combination needed for the outcome and document dependencies before delivery.
What does BackTeams need before Data Analytics + Measurement work begins?
We usually start with analytics and tag-manager access, event definitions, consent setup, data sources and reporting needs. A named owner helps resolve access, priorities and approvals.
How is Data Analytics + Measurement performance evaluated?
We agree a baseline and read data completeness and accuracy, trusted conversion definitions, decision usefulness in context. Reporting must support a decision. Attribution cannot observe every influence on a purchase. Privacy choices, platform limits and missing data are reflected in how findings are presented.
Can Data Analytics + Measurement connect with our internal team and other agencies?
Yes. We define ownership across data + digital experience, adjacent specialists and your team, then use a shared review cadence so evidence travels between disciplines.
Know more. Make it easier.
One specialist team or several connected disciplines.
We’ll work out what belongs in the plan.