Who I am

Data only means something when you understand what it means for your business. That's what I help with.

I work with businesses that want to make commercial decisions based on what's actually happening. Not based on dashboards nobody reads or reports that say what people want to hear. My work sits at the intersection of digital marketing and analytics: from attribution models and CLTV calculations to the question of which budget makes sense for which objective.

In practice, that means I don't work as an external adviser who delivers reports. I have access to the data, the systems and the decisions. I build the analyses myself, connect campaign data to backend data, and make sure people understand what the numbers are saying and what to do with them. Sometimes I'm the only one with a view of the full chain, from first click to actual revenue.

The tools I use depend on what a business needs. That ranges from custom-built business intelligence dashboards based on your own data to applied AI for analysis and automation. No off-the-shelf solutions, but something that fits the business model and the people working with it.

E-commerce, international hospitality and B2B services are sectors where I have deep experience. I've run Paid Search campaigns on Google Ads and Social Ads on Facebook and Instagram, with budgets ranging from €500 a month to €80,000. The budget isn't what matters. What matters is whether it's being deployed logically for the business model and the audience.

I don't work as an agency and not as a typical freelancer. Since 2024 I've been fully independent, working with a small number of clients in long-term partnerships. I charge for what I actually deliver. That's how long-term relationships work.

If you think there's more in your data than you're currently getting out of it, or if you're questioning the reports you receive, a first conversation is a good place to start.