Stop debating which number is true.
The tech voice in the business room. The business voice in the tech room.
You have three dashboards and see three different numbers.
The meeting turns into an argument about whose number is right. The decision you actually need to make must wait until everyone trusts the data underneath it.
What you need is trust. Decisions can only be made off of data you trust. You need one set of numbers your whole team can stand behind.
One number everyone believes.
Most consultants sell a deliverable: an audit, a dashboard, a deck. What I build is different, and it takes four steps:
Get the foundation right
Fix the tracking and the data at the source, so the numbers are correct before anyone reads them.
Align every stakeholder
Agree on definitions and metrics across marketing, finance, and engineering, so one number means one thing.
Build the reporting together
People trust what they helped build, so the reporting is made with your team, not delivered to it.
Teach teams to read their own data
So the trust holds after I leave, not just while I'm in the room.
This isn't a one-time deliverable. Every step exists to produce the same outcome: one number everyone trusts.
Three ways to work together.
The number that moved.
A sample of problems I solved and what changed. Names and details are protected under NDA.
A franchiser's 40+ locations each tracked leads differently, so nobody could compare performance or trust a total. Rebuilt the event taxonomy and consolidated everything into one dashboard used daily for decisions, internally and externally.
Revenue looked soft right after a site overhaul, a new consent banner, and a new email system landed in the same quarter, with SEO and paid media shifting too. No single cause could be isolated, so tracked every channel back to baseline instead and presented the recovery to the C-suite, who held spend steady into next quarter.
Selected writing related to Analytics. The majority of my writing will be on my hobbies and personal opinions.