Selected work
Marketing · Empire Amplify
GA4 Measurement Framework
Analytics + measurement strategy
A measurement framework turning analytics into decisions and growth.
A measurement framework I built at Empire Amplify to turn analytics into decisions. Most GA4 properties collect plenty of data and answer very few questions — the framework exists to close that gap.
What is in it
- GA4 and Google Tag Manager configured around the questions the business actually needs answered, with conversion tracking and custom events mapped to real outcomes rather than default metrics.
- Server-side measurement and data architecture where it counts — the same discipline I applied to the People First Bank merger, with sGTM and first-party data requirements built in from the start.
- Automated reporting in Looker Studio, drawing on the approach that once cut an agency's reporting cycle from four days to one.
The framework condenses a decade of tracking work — from automating campaign setup at Bang Digital, which cut launch times by 44 per cent, to enterprise server-side builds — backed by CXL training in GTM, GA4 and data analysis and the full suite of Google certifications.
More in Marketing
View all- Up to 80% fewer LLM tokensXRON — open sourceA lossless data serialization format that reduces JSON LLM token consumption by up to 80%. TypeScript.Empire Amplify
- THRIC 2016 · DOI 10.21427/D7BV19Traditional vs Non-Traditional Marketing CommunicationsConference paper with Ann T. Conway on target marketing in the events sector.Academic