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About me

I’m currently head of Digital Performance Analytics / web analytics at the Department for Work and Pensions in the UK Government. I also do the odd bit of analytics on commercial sites (mainly e-commerce).

My background is in Social Research and wider statistical analysis; I have a Masters’ in Social Research Methods. Since moving into web analytics a few years ago I’ve focused on applying statistical and analytical rigour to web analytics, which all too often seems to simply consist of churning out a load of standard graphs and charts. The aim of Astounding Analytics is to showcase some of my work, share hints and tips, and demonstrate the additional value in having a web analyst with an analytical background provide analytics.

Because of where I work, I have a deep understanding of how to set up and analyse analytics on forms, sometimes 40 screens long! I also have a lot of experience of customising the setup of Google Analytics to make it work for these kinds of sites, which I post about on here. I’m always interested in broadening my experience of analytics on commercial sites, and occasionally do consultancy work for other public sector organisations, so if you’re interested in working with me, drop me a line (

You can find me on Linkedin here

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