Understand true profitability
Look past platform ROAS to blended MER, contribution margin and payback windows, the metrics that run a sustainable business.
Data Analysis
Turning data into
actionable next steps.
Taking data insights and turning them into concrete decisions across AOV, CAC, LTV and creative so strategy is grounded in what the story the numbers are actually telling us.
Work with me
Marketing Data Analysis & Insights
Turn scattered numbers into a clear picture of what's growing the business, what's dragging it down and where to point the next euro of spend.
Find the customers that matter
Segment by behaviour, product mix, repeat purchase and lifetime value so acquisition and retention spend is pointed at the right people.
Make sharper creative decisions
Creative strategy is guided by evidence and that evidence is data backed, we can take gut feel and turn that into ideas and data.
MY APPROACH
A simplified methodology built on 11+ years of experience
1
Account Audit
To begin with I dig into your account as everything starts with an audit, conversion tracking, customer data, CRM pipeline, feeds, creative and the competitive landscape all help to surface what's working, what's leaking spend and where the opportunity for efficient growth lies.
2
Strategy & Roadmap
From that baseline I build a channel-appropriate plan based on the audit findings and your KPIs. What channels, campaign structure, keywords, feeds and creative will look like along with a 90-day roadmap tied to clear, measurable KPIs. Everything is tied to and mapped to your business goals.
3
Implementation
Now for the busy part, campaign builds, tracking implementation and creative strategy all get baked into your ad accounts, QA'd and launched. Reporting is clear and concise and tailored to your needs. From here I begin managing campaigns which involves micro and macro optimisations on a daily, weekly and monthly basis.
4
Results, Rinse, Repeat
Simplified weekly reporting, what worked what didn't, why? and what next? creative iterations and structured testing compound over time. Winners get scaled, losers get paused and the strategy keeps sharpening.
What's included
Everything you need under one roof.
Profitability analysis
Blended MER, contribution margin and payback modelling across channels.
Segmentation & win-back
Behavioural and RFM-style segmentation to guide acquisition, retention and win-back.
Creative analysis
Concept-level and ad-level performance breakdowns to sharpen the next brief.
Seasonality, CAC and AOV insights
Understanding how CAC and AOV move through the year so plans and budgets are realistic.
Attribution & tracking review
Sanity-checking pixels, CAPI, GA4 and platform reporting so the numbers you're deciding on are trustworthy.
Dashboarding
Lightweight dashboards focused on the metrics that actually drive weekly decisions.
Why me
By partnering with me, you get:
- 11+ years running paid media in-house and agency side across Ireland, the UK, the US and Australia working with some juggernaut brands.
- A single senior operator on your account who has been exposed to the commercial processes that move the needle in multinational brands.
- A creative-first, data-informed approach: sharp messaging first followed by the media plan to distribute it.
- Transparent reporting focused on the metrics that actually move the business Revenue, CAC, POAS, CM and MER.
- Structured testing and weekly optimisation cycles so the account gets meaningfully better every month.
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Some FAQs regarding data analysis.
Not necessarily. Most brands can get a huge amount of value from a clean spreadsheet layer on top of Shopify, the ad platforms and GA4. A warehouse is worth it once volume and complexity justify it, not before.
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