Scoped ecommerce analytics projects
One commercial question, answered with your data.
4-12 weeks, scoped together. When the tracking is clean but the decision isn’t, we take one question that matters and close it with analysis your team can act on.
We’ll see if there’s a fit before we scope anything.
The dashboards are fine. The decision still isn’t happening.
The tracking got fixed. The reports load. And the budget meeting still ends the same way — with opinions, because nobody trusts the numbers enough to make the call.
Which channels actually pay back, once you stop believing last-click ROAS? Where’s the funnel leaking, and what would fixing it be worth? Your team has theories. Your agency handed you a deck. Neither is an answer you’d defend to your CFO.
That’s not a tooling problem. It’s an analysis problem — and it doesn’t need another dashboard. It needs someone to take the question apart and answer it with your data.
The questions teams bring me
Examples of what gets scoped into a project. Yours probably looks like one of these — or sits somewhere between two of them.
Q: Which paid channels are actually paying back?
When the ROAS dashboard says one thing, incrementality says another, and the CFO wants a real answer before next quarter's budget.
Q: Is our attribution model lying to us?
When last-click is making the team kill upper-funnel that's working — and they need a defensible alternative before the next budget meeting.
Q: Why is repeat purchase flat despite growing acquisition?
When the retention problem isn't a retention problem — it's cohort quality, first-purchase experience, or category mix, and the team can't tell which.
Q: Where is our funnel actually leaking?
When the macro numbers look fine but specific cohorts are quietly dragging the average down and nobody can point to the breaking step.
Q: Why is the UK converting but France dragging?
When one market is healthy and another quietly underperforms and nobody can tell if it's traffic mix, localization, or the tracking hiding it.
Q: How do we report this to the board, defensibly?
When reporting shows one story to marketing, another to finance, a third to the board and somebody needs to build the one version of the truth.
How a project works
I don’t run projects as a black box. I work alongside your team, surfacing findings as they emerge, not at the end.
Scoping · Week 0
We agree on the question, data sources, access, and deliverable shape. SOW signed. 50% to start.
Analysis · The working weeks
I get into your data, validate it against source of truth, then do the work of answering the question. Weekly check-ins; findings surface as they emerge, not at the end.
Delivery · Final week
Working document with the answer, the evidence, and the next moves. 60-min walkthrough. Final 50% on delivery.
What you walk away with
Who it's for / Who it's not for
Why me
I work inside ecommerce teams every day, not from the outside. The commercial questions I take on this page are the same ones I’m answering in my day job, at a global brand operating at a scale most clients are working toward.
16+
years in digital marketing
10+
years in ecommerce analytics
14+
markets across EU & US
FOCUS
Ecommerce · Hospitality
This isn’t an agency selling you the next engagement. It’s a senior analyst, scoped to one question, who’ll give you a defensible answer and then leave you alone.
Common questions
Do I need to have done the audit first?
Sometimes. If your tracking is broadly working and you trust the numbers your team is making decisions on, no. If you’re not sure whether your data is in good enough shape to answer the question — that’s the audit, first. We’ll cover this on the intro call.
How much does a project cost?
It depends on the question, the data complexity, and the timeline. We scope it together on the intro call so the price reflects the actual work, not a ballpark. Most projects fall between 4 and 12 weeks. If your budget is rigid, tell me on the call — I’d rather tell you it’s not a fit than scope down a project until it’s useless.
What if my question is more like a business strategy question than a data question?
Then I’m not the right person. I answer questions where the answer lives in your data and the bottleneck is the analysis. Strategy questions need a different kind of help. I’ll tell you on the intro call if your question doesn’t fit.
Can I have multiple questions answered in one project?
Usually no. The reason projects work is that they’re scoped to one question and go deep. Two questions usually means a phased engagement or a partnership — we’ll figure out the right shape on the call.
What does payment look like?
50% on SOW signature, 50% on delivery. Bank transfer or Stripe Invoice link. EU VAT handled correctly. NDA available on request.
What happens after the project ends?
Most teams either (a) execute on the recommendation with their internal team, (b) come back for a follow-up project on the next question, or (c) move into a partnership engagement for ongoing analyst support. No expectation of continuing — the project is the project.
Do you sign NDAs?
Yes. Sent with the SOW.
The first move is a conversation.
If you have a question you’ve been trying to answer with your data and can’t — let’s talk for 20 minutes. No pitch. We’ll see if there’s a fit, and if there is, we’ll talk about scoping.