Making marketing an essential part of company growth I Public speaker I Activation lover

As a seasoned marketing leader with over 15 years in SaaS, I specialize in driving growth through activation marketing that aligns data, technology, and cross-functional teams. 

At Luzmo, we understand that the real challenge for companies isn’t just having data—it’s making sense of it quickly and effectively to overcome business obstacles and seize opportunities. Our mission is to help companies and their teams break through these barriers by transforming complex data into clear, actionable insights that directly address their toughest challenges.

My role is to empower marketers to leverage digital tools and actionable insights, turning complexity into streamlined, measurable marketing programs that fuel real business success. 

The biggest challenge I solve is bridging the gap between marketing, sales, product, and customer success to create unified growth strategies. Without this alignment, even the best technology underdelivers, and marketers struggle to scale impact in fast-evolving digital environments.

In my leadership roles, including VP of Growth at Luzmo and VP Marketing at Actito, I lead by example—building fast, customizable marketing activations that accelerate revenue and deepen customer engagement. 

Beyond strategy and execution, I love being a human connector—bringing people together across teams, industries, and expertise to spark ideas, foster collaboration, and create meaningful impact.

If you want to elevate your marketing from execution to a strategic growth engine or just want to talk marketing, growth, or collaboration over coffee—I’m always open to connect: https://insights.luzmo.com/meetings/jonathan-wuurman 

Let’s make marketing truly heroic, together.

Jonathan 🦖 Wuurman 👋🦾

👋 Hi! I’m Fanny, a consultant in Google Analytics, Google Tag Manager, Looker Studio, and BigQuery since 2016.

Need help with your analytics? Send me a message.


✨ Testimonials

‘Fanny is a true professional! Understated, on time, and over-delivers. Next contract going up now to continue the great work together. Thank you!’ CJ – Ecommerce Consultant

‘Fanny has become a vital consultant for ongoing work related to Google Analytics, Looker, Google Tag Manager, Google Ads, Google Search Console, and more.’ Jeff – Digital Director

‘Fanny is a consultant who is involved, thorough, and meets deadlines. I can then easily recommend her and will work with her again.’ Sebastien – SEA Agency


Services


🔎 Step 1 – Audit

Do you have analytics? Who knows, maybe. But, you, you don’t know.

I review your whole setup and document everything.

You know where you’re at and what you need to do next.


⚙️ Step 2 – Tracking

Your current setup is not great, it bugs, and you don’t have what you need.

I update it so that you have the right stuff. That can be:

- Google Analytics tracking
- Server-side tracking with Stape
- Google Ads, Meta Ads, etc. CAPI
- Data Warehouse management (BigQuery)
- strategy and KPIs review (client profile and journey)
- GDPR compliant Consent Mode and cookies banner (Cookiebot/Usercentrics)
- ethical and sustainable tracking with Matomo (open source) or Plausible (cookieless)


📄 Step 3 – Reporting

You use 36 different tools and do not have the time to check their analytics one by one.

I gather all of your tools data in Looker Studio and, if needed, BigQuery.

You have one dashboard with all the insights you need to optimize your campaigns.

In bonus, it’s automatic, dynamic, and interactive.


🚀 Step 4 – Coaching

You also have 36 things to do today. When will you have the time to review your analytics?

Give chance a boost. We plan a one-hour coaching session every week for two months.

We review your analytics together, I answer all your questions, and you build your own analytics review routine.


🩺 Step 5 – Yearly check-up

Your company is changing, and so should your analytics.

Every year, we redo an audit and identify points to update.

You’re sure you always have tremendous analytics.


➡️ Need help with your analytics? Send me a message.

Fanny Marcoux

Recently, a client has been attacked by spam traffic, and their GA4 data is all skrewed.


I've been working on removing that spam traffic in BigQuery.

Now, most of their data is all clean.

Most?

Yes, January 2026 is different.

Before, I used to look at this combination:

- Country
- Session Source
- Page Path
- Screen Resolution

And then, I was able to isolate the bad traffic.

But not last month.

Last month (and this month as well) spam traffic is divided across multiple countries and screen resolutions.

So, what do we do?

I started listing every single instance.

But this thing has no end.

Meanwhile, a colleague on the client's side noticed that, sometimes, pageviews are lower than sessions.

Which is impossible.

Or, at least, not at this scale.

I looked at the pageviews and sessions of previously known spam traffic, and views are lower every single time.

Now, I'm looking at those numbers and noticed something new:

When the GA4 dimension 'City' is '(not set)', then pageviews are lower than sessions almost every single time.

This new combination would help us eliminate most of the spam traffic in one go.

There is a bit of false false there, sure.

But they're so few, and the upside is so huge, I'll take this risk.

Consultant in Google Analytics, Google Tag Manager, Looker Studio, and BigQuery for SaaS and Web Apps | Producer of A very special coworking Podcast

Battle vs spam traffic skewing Google Analytics - PART III


Claude, BigQuery, and I have been working hard on this.

I now built a query to find out all the remaining outliers.

Previously, I used to look at unusual countries with sudden peaks in traffic.

However, that stopped in January.

The dimension Country was not relevant anymore.

So, I had to look for other criteria.

I tried to focus on dimensions that are restrictive enough.

Here's the list:

- session source = direct (it's always been the case for our spam)
- page location = XXX (all spam target one page)
- city (since country isn't enough, we'll go further)
- OS version = Windows 10 or OS = Linux (this is new)
- language = en-us (new as well)
- AND pageviews < sessions

This last one could be due to a bug in tracking.

But this pattern is consistent across all known spam traffic.

Plus, with all the other conditions, I'm pretty sure the risk of filtering out legit traffic along with it is low.

I still need to double-check it, just to be sure.

But...

We used to have 2M views for that particular page.

While we estimated a legit number of views to be around 80K.

With our current spam filter, we get 300K views.

That is already a big step forward.

But it's not enough.

With this new filter, we'll get to 120K, which is pretty close.

Last week, my clients were pretty stressed out about this.

I'm looking forward to our meeting tomorrow to show them our new numbers.

taplio

The Battle

Jonathan 🦖 Wuurman 👋🦾

Fanny Marcoux

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taplio

The Battle

Jonathan 🦖 Wuurman 👋🦾

Fanny Marcoux

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Fanny Marcoux's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreFanny Marcoux's LinkedIn Performance