MarTech architecture, measurement and integration projects for clients of the consultancies where I worked. Each project describes the starting point, my contribution and the outcome.
The insurer had no CDP. Historical data and real-time events needed to feed app personalisation through AEP and AJO. The first step was an MVP that could move into production and support further use cases.
Result
Duplicate profiles created by events and loads from legacy systems dropped by around 30%.
Pega decided which communications to send; another platform delivered the emails. AJO needed to replace that platform without changing Pega’s role. The project also included moving app analytics from Adobe Analytics to CJA.
Result
First use case live on an architecture of more than 6 million customer profiles.
Several business lines shared users and content but managed their own data and consent. They needed to recognise the same person and personalise offers without mixing permissions across business lines.
Result
First personalisation use case deployed to production with AEP and AJO, with its audience activated. Configuration validated in pre-production and production.
a consumer finance institution operating across several European markets
Adobe Experience Platform
Real-Time CDP
Adobe Journey Optimizer
OneTrust
Data Prep
Data Landing Zone
The problem
Maileon was being retired. Audience data came from the warehouse; consent was managed in OneTrust. The move to AJO needed to preserve segmentation and exclusions, and link prospects to customers.
Result
Documented data model and technical design, with AEP tested in pre-production and the first journeys prepared.
The public website, logged-in area and app had different measurement implementations. The inherited tagging was unreliable. The data layer and collection rules needed rebuilding while the site stayed live, with no downtime window.
Result
The Real-Time CDP activation base reached 5 million customer profiles.
an international fashion company with ecommerce operations across several markets
Google Analytics 4
Universal Analytics
Google Tag Manager
OneTrust
Google Ads / Floodlight
Meta / Pinterest / Snapchat
The problem
The ecommerce site needed to move from Universal Analytics to GA4 and control marketing tags according to consent. Business, development and analytics teams also needed a guide defining which events to send and how to check them.
Result
GA4 implemented, with marketing tags controlled by consent collected through OneTrust.
an international education and media group with multiple brands and enrolment processes
Google Cloud (Compute Engine, Cloud Functions, Cloud Scheduler)
Google Drive / Google Sheets
Looker Studio
Google Analytics
Measurement Protocol
SFTP
The problem
Files from different brands arrived on an SFTP server and needed to update reports. Access required a static IP. Confirmed enrolments also needed matching to Google Analytics transactions, so they could be distinguished from applications.
Result
Daily file transfers from SFTP to Drive and Sheets ran automatically in production.
an international online travel group with digital properties across multiple markets
Universal Analytics
Analytics Management API
Python
The problem
Managing many Universal Analytics properties and views meant repeating manual changes. Access, filters, dimensions and goals could end up configured differently across markets.
Result
The client used the tool to apply changes across properties and views without editing each one manually.
a major public university with numerous domains, schools, and digital properties
Universal Analytics
Classic Analytics
Google Tag Manager
The problem
The university’s websites and subdomains had different owners. Before changing measurement, the team needed to locate Analytics and GTM, identify their accounts and check for missing access.
Result
The Analytics and GTM estate was documented across accounts, properties, views, containers and permissions.
organisations across retail, fashion, travel, leisure, education, and consumer goods
Google Tag Manager
Google Analytics 4
Universal Analytics
Looker Studio
Adobe DTM / Adobe Launch
Tealium iQ
The problem
These engagements ranged from reviewing website tags to integrating app measurement and building dashboards. Each client had its own tools and data sources; this was not a single shared implementation.
Result
Deliverables included GTM integrated into a cinema app and market-specific Looker Studio dashboards for a consumer goods company.
Clients are described by sector and scale to preserve confidentiality. This index lists the consultancy and the period of each project.
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